The accuracy of brand and attribute judgments: The role of information relevancy, product experience, and attribute-relationship schemata

A multidimensional approach for accuracy of ratings is introduced that examines consumers’ abilities to assess various brands across a set of attributes and attribute performances across a set of brands. A model is presented that addresses the roles of the relevancy of information, attribute-relationship schemata, and consumers’ product category experience on the accuracy of their brand attribute ratings. Study participants were provided either with relevant or irrelevant attribute information for various automobile brands and later asked to rate the attribute performances of brands. The results indicate that the provision of relevant information in the judgment environment increases brand and attribute rating accuracy but does not favorably affect consumers’ brand attribute-relationship schemata. Rather, consumers’ product experience was directly related to their attribute-relationship schemata, which in turn were related to improved accuracy of brand and attribute ratings. Kevin Mason is an associate professor of marketing at Arkansas Tech University. His research interests include consumer information processing and choice strategies. He has published in theJournal of Marketing Theory and Practice, Journal of Consumer Marketing, Central Business Review, Journal for the Association of Marketing Educators, andInternational Advances in Economics Research. Thomas Jensen is professor and Wal-Mart lecturer in retailing in the Department of Marketing and Transportation at the University of Arkansas. His research interests include consumer information processing, advertising and price perceptions, and retail image and patronage. His work has been published in theJournal of Consumer Research, Journal of Experimental Social Psychology, Psychology and Marketing, Personality and Social Psychology Bulletin, Journal of Retailing, Journal of Business Research, and other journals. Scot Burton is professor and Wal-Mart chairholder in marketing, Department of Marketing and Transportation, University of Arkansas. His research interests include public policy and consumer welfare concerns, survey research measurement issues, and consumer price and promotion perceptions. His work has been published in theJournal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, Public Opinion Quarterly, Journal of Applied Psychology, Journal of Public Policy & Marketing, Journal of Retailing, and other journals. Dave Roach is a professor of management at Arkansas Tech University. His research interests include information processing, judgmental accuracy, and organization change. He has published inHuman Relations, Journal of Applied Psychology, International Journal of Computer Integrated Manufacturing, Journal of Information Technology Management, Journal of Consumer Marketing, Central Business Review, andJournal for the Association of Marketing Educators.     

Customer loyalty: Toward an integrated conceptual framework

Customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. Implications for research and for the management of loyalty are derived. His research interests include consumer decision making, information processing, and consumer loyalty. He has published in theJournal of Consumer Research andAdvances in Consumer Research. His research interests are consumer information processing, persuasion cues in advertising, and international marketing. His articles have appeared in theJournal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, andCanadian Journal of Administrative Sciences as well as in a number of conference proceedings.     

Salesperson stereotypes,consumer emotions,and their impact on information processing

This study examines salesperson stereotypes and their effect on the selling environment. After reviewing relevant literature, the authors advance a hierarchical structure of salesperson stereotype categories. Experimental results suggest that stereotypes influence consumer emotions, and these emotions then mediate the relationship between stereotype activation and subsequent consumer cognitions. He received his Ph.D. from Louisiana State University in 1991. His expertise is in the area of consumer behavior and research methods. Current research topics center on consumption-related emotions, their measurement, and their impact on decision making. His research appears in theJournal of Consumer Research, Journal of Business Research, Journal of Consumer Affairs, Advances in Consumer Research, as well as in numerous other national and regional publications. He received his Ph.D. from Louisiana State University. His research centers on sales management and the conflicting roles of salespeople. His work appears in prestigious outlets such as theJournal of the Academy of Marketing Science, Journal of Personal Selling and Sales Management, Journal of Marketing Education, as well as in various conference proceedings. He received his Ph.D. from the University of North Carolina. He was named Outstanding Marketing Educator by the Academy of Marketing Science in 1990. He has published more than 400 scholarly articles in prestigious outlets such as theJournal of the Academy of Marketing Science, Journal of Consumer Research, Journal of Marketing Research, andJournal of Marketing.     

An examination of selected marketing mix elements and brand equity

This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity. Boonghee Yoo (Ph.D., Georgia State University) is an assistant professor of marketing at St. Cloud State University. His research interests include brand equity, cross-cultural scale development, service quality, retail productivity, Internet marketing, and marketing methodology. He has published previously in theJournal of Retailing, theJournal of Business Research, theJournal of Business & Industrial Marketing, theJournal of Service Research, and theJournal of Marketing Channels. Naveen Donthu (Ph. D., University of Texas, Austin) is a professor of marketing at Georgia State University. His research interests center on research methodology, site selection models, comparative and outdoor advertising, brand equity, Hispanic consumer research, cross-cultural issues, and customer satisfaction. His work has appeared in journals such asMarketing Science, theJournal of Marketing Research, theJournal of Consumer Research, theJournal of the Academy of Marketing Science, theJournal of Advertising, theJournal of Advertising Research, theJournal of Retailing, and theJournal of Business Research. Sungho Lee (Ph.D., University of Illinois at Urbana-Champaign) is an assistant professor of marketing at the University of Seoul, South Korea. His research focuses on understanding consumers’ cognitive processing of brand and price information, brand extension and brand equity, and advertising-driven persuasion processes. He has published previously inAdvances in Consumer Research, Asia-Pacific Advances in Consumer Research, Academy of Marketing Science-World Marketing Congress, Korean Marketing Review, andKorean Management Review.     

An assessment of country of origin effects under alternative presentation formats

Empirical research concerning the effects of country of origin (COO) on consumers’ evaluative reactions to products has produced mixed and sometimes inconsistent results. Potential explanations for this situation include differences in the countries considered, populations sampled, products investigated, availability of product cues other than COO, the format in which the product cues were presented to the subjects, and the types of evaluative reactions considered. The authors present the results of three experiments designed to investigate the impact of three presentation formats (i.e., single cue, explicit multiple cues, and implicit multiple cues) on COO effects for four evaluative reactions (i.e., perceived quality, product evaluations other than quality, affect, and purchase intentions). COO effects were strongest for the single-cue format and weakest for the implicit multiple-cues condition. Perception of product quality was most strongly affected by COO, followed by product evaluations other than quality; COO had its smallest effect on purchase intention. Implications of these results and future research directions are discussed. He received his Ph.D. in marketing from Indiana University. His work has appeared in many journals including theJournal of Marketing Research, Journal of Consumer Research, Journal of Business Research, Industrial Marketing Management, International Marketing Review, Management International Review, Psychology and Marketing, andJournal of Health Care Marketing, as well as conference proceedings. His research interests include consumer inference and decision-making processes, research methods, export marketing, and competitive strategy. He received his MBA from Notre Dame and his Ph.D. from Indiana University. His research interests include consumer choice processes, consumer response to advertising, and marketing communications. His work has been published in theJournal of Marketing, Journal of Business Research, Journal of Consumer Research, Journal of Consumer Affairs, Psychology and Marketing, and elsewhere. He received his Ph.D. in Industrial Administration from Purdue University. His research interests include buyer-seller negotiations, channel relationships, and marketing strategy. His work has appeared in theJournal of Marketing Research, Journal of Marketing, andJournal of Consumer Research.     

The role of affect in attitude formation: A classical conditioning approach

This study investigates the role of affect in attitude formation. Two experiments, using established conditioning procedures, assessed the impact of affect on attitude formation. The results of Experiment 1 indicate that affect can influence attitudes even in the absence of product beliefs. The results of Experiment 2 suggest that affect plays as important or more important a role than the belief mechanism in attitude formation, depending on the number of repetitions. Implications of the results for understanding the role of affect in advertising are discussed. John Kim is an associate professor of marketing in the School of Business Administration at Oakland University. He earned his Ph.D. in marketing from the University of Cincinnati. His research interests include consumer decision making, advertising effectiveness, and brand equity. His work has appeared in theJournal of Marketing Research, theJournal of Consumer Research, and theJournal of Business Research. Jeen-Su Lim is Interim Chair and a professor of marketing at the University of Toledo. He received his Ph.D. in marketing from Indiana University. His work has appeared in many journals, including theJournal of Marketing Research, theJournal of Consumer Research, theJournal of Business Research, Industrial Marketing Management, International Marketing Review, Management International Review, Psychology and Marketing, and theJournal of Health Care Marketing, among others. His research interests include consumer inference processes, new product development and competitive strategy, and export marketing. Mukesh Bhargava is an assistant professor in the Department of Marketing and Management at Oakland University. He has a Ph.D. in marketing from the University of Texas, Austin, and several years of practical experience in advertising and marketing research. His research includes areas such as advertising effectiveness and evaluation of marketing strategy in business and nonprofit organizations. His work has appeared in theJournal of Advertising Research, Marketing Letters, theJournal of Business Research, and theJournal of the Academy of Marketing Science, among others.     

A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates

A measure of consumers’ attitude toward private label brands is developed, and its psychometric properties are assessed. Predictions are then tested regarding relationships between private label attitude and (1) latent perceptual and sales promotion constructs, and (2) purchase behaviors measured in a field setting. The measure is positively related to value consciousness, deal proneness, and smart-shopper self-perceptions, and negatively related to the propensity to be brand loyal and hold price-quality perceptions. Predictive validity of the private label measure is supported by a positive relationship with private label purchases from a grocery store shopping trip. Despite a positive relationship between the latent constructs of private label attitude and deal proneness, the consumer segment that allocated a high percentage of total purchases to private label products made fewer purchases on sale or with a coupon. These findings suggest that consumers may choose between price-related deals and private label purchases. Scot Burton is professor and Wal-Mart chairholder in the Department of Marketing and Transportation at the University of Arkansas. His research interests include public policy and consumer welfare concerns, consumer price and promotion perceptions, and survey research measurement issues. His work has been published in theJournal of Marketing, theJournal of Marketing Research, theJournal of Consumer Research, theJournal of the Academy of Marketing Science, Public Opinion Quarterly, theJournal of Applied Psychology, and others. Donald R. Lichtenstein is a professor in the Department of Maketing at the University of Colorado. His research interests include consumer processing of price and sales promotion information and consumer welfare issues related to marketplace choice. His work has been published in theJournal of Marketing, theJournal of Marketing Research, theJournal of Consumer Research, and others. Richard G. Netemeyer is a professor in the Department of Marketing, E. J. Ourso College of Business Administration at Louisiana State University (LSU). He received his Ph.D. in business administration from the University of South Carolina in 1986. Since then, he has been a member of the marketing faculty at LSU. His research interests include measurement and scaling, public policy, maladaptive behaviors, and consumer behavior in general. His research has been published in theJournal of Consumer Research, theJournal of Marketing Research, theJournal of Marketing, theJournal of Applied Psychology, theJournal of Public Policy & Marketing, and others. He is also a member of the editorial review boards of theJournal of Consumer Research and theJournal of Public Policy & Marketing. Judith A. Garretson is a Ph. D. candidate in the Department of Marketing and Transportation at the University of Arkansas. Her research interests include promotion issues and public policy and consumer welfare. her work has appeared in theJournal of Public Policy & Marketing, theJournal of Professional Services Marketing, and proceedings of the American Marketing Association and Association for Consumer Research.     

Multiple sources in advertising appeals: When product endorsers are paid by the advertising sponsor

Previous research has shown that respondents who are exposed to multiple sources featured in an advertising appeal engage in more diligent processing of the message arguments than those who are exposed to a single message source presenting the same basic appeal. Other research has demonstrated that the persuasive advantage of an appeal can be significantly diminished when respondents perceive that the message source is motivated by the compensation received to endorse a product. Using a 2 (Single vs. Multiple Sources)×2 (Paid vs. Unpaid Source) between-subjects factorial design, subjects were shown a print advertisement for a new multivitamin food supplement. Results showed that subjects exposed to unpaid multiple sources generated significantly more positive thoughts and attitudes than those exposed to a similar number of sources who were paid to endorse the product. In contrast, subjects in the single-source conditions showed no significant differences in the number of thoughts and the strength of attitudes in response to paid versus unpaid message sources. Theoretical and managerial implications of these findings are discussed. He holds a Ph.D. from Indiana University in marketing and international business. His research in the field of advertising and persuasion focuses on attitude theory, social cognition, and emotion. His published work has appeared in theJournal of Marketing Research, Journal of Marketing, Journal of Experimental Social Psychology, Psychology & Marketing, Journal of Global Marketing, andAdvances in Consumer Research. His research and writing interests are in the area of managerial and consumer decision making. He is the author of the trade bookJudgment Calls: High Stakes Decisions in a Risky World (1993) and the textbookConsumer Behavior (1993). He is the author or co-author of more than 60 refereed articles on managerial and consumer decision making in such publications as theJournal of Marketing Research, Journal of Marketing, Decision Sciences, Journal of the Academy of Marketing Science, Journal of Public Policy and Marketing, andJournal of Personal Selling and Sales Management. He holds a Ph.D. from the University of Georgia. His research in the field of attitude and persuasion, the self-concept and social memory has appeared in a number of journals including theJournal of Personality and Social Psychology, Journal of Experimental Social Psychology, Social Cognition, Psychology & Marketing, Journal of Marketing Research, andAdvances in Consumer Research.     

Consumer ethnocentrism offline and online: The mediating role of marketing efforts and personality traits in the United States, South Korea, and India

Consumer ethnocentrism is an important concept that is used to understand international marketing phenomena. In this article, the authors conduct two empirical studies. Using consumer data from the United States, South Korea, and India (three diverse cultural and economic environments), they explore six hypotheses. In Stage 1, the results suggest that across all three countries, consumer ethnocentrism provokes negative attitudes toward both foreign advertisements and foreign products. The authors identify a set of consumer variables (i.e., consumers’ global mind-set) that may mediate consumers’ unfavorable attitudes toward foreign advertisements and products derived by consumer ethnocentrism. In Stage 2, the authors find that consumer ethnocentrism dampens consumers’ online consumption activities on a foreign Web site. Finally, the authors find that marketers’ e-mail communications to foreign consumers mediate consumer ethnocentrism in online environments. Hyokjin Kwak (hkwak@drexel.edu) is an assistant professor of marketing at Drexel University. His research interests include advertising effects, consumer communications, and strategic marketing. He has publications in theJournal of Consumer Psychology, theJournal of Advertising Research, theJournal of Current Issues and Research in Advertising, theJournal of Consumer Marketing, and other marketing journals. Anupam Jaju (ajaju@gmu.edu) is an assistant professor of marketing in the School of Management at George Mason University. His main research interests are in marketing strategy, marketing-technology interface, and international marketing. His work has been published in theJournal of International Management, Marketing Theory, andMarketing Education Review. Trina Larsen Andras (published as Trina Larsen, larsent@ drexel.edu) is a professor and the head of the Marketing Department at Drexel University. Her research has been published in many of the major professional journals in her field, includingHarvard Business Review, theColumbia Journal of World Business, International Marketing Review, Industrial Marketing Management, Management International Review, theJournal of Global Marketing, and theJournal of International Marketing, among others. Her research is focused on international marketing, specifically, cross-cultural behavioral and relationship issues in international marketing management.     

Influences on consumer use of word-of-mouth recommendation sources

This article reports the development and testing of a theoretical model of the initial stages of recommendation-based decision making by consumers. Although consumers use a variety of recommendation sources, they have different motivations for the use of different sources. The model focuses on the factors that influence the likelihood of consumers using strong-tie sources (e.g., friends and family) and weak-tie sources (e.g., acquaintances or strangers) or recommendations. The factors used in the model are the prior knowledge level of the consumer about the product being considered, the perceived decision task difficulty level, and the type of evaluative cues sought by the consumer. Hypotheses are tested using data collected in an extensive field study with consumers. Two paths or routes of influence on the use of recommendation sources are proposed and confirmed in the study. His work has been published in theJournal of the Academy of Marketing Science, Journal of Marketing, andJournal of Marketing Research. His research interests center on consumer decision making and marketing education. He has published previously in theJournal of the Academy of Marketing Science, Journal of Advertising, Strategic Change, The International Executive, andMarketing Education Review. His research interests include research methodology, quantitative methods, and competitive intelligence. His work has appeared in theJournal of Marketing Research, Journal of Marketing, andJournal of the Academy of Marketing Science. His publications have appeared in numerous journals. His books includeConsumer Behavior (Harcourt Brace Jovanovich, 1986) andMarketing Management (Simon & Schuster).     

Efficacy of perceived risk as a correlate of reported donation behavior: An empirical analysis

Various environmental trends suggest a challenging future for nonprofit organizations’ quests for fund-raising and volunteer recruitment. Previous research indicates that the perceived risk paradigm may be a valuable framework for examining donation behavior. The evidence generated in this study shows that risk perception has little bearing on money and time donation behaviors. Results also suggest that while perceived risk does not predict donation behavior well, it improves prediction when used in conjunction with demographic variables. His articles have appeared in theJournal of Marketing Research, Journal of the Academy of Marketing Science, Journal of the Market Research Society, Long Range Planning, Journal of Business Research, andInternational Journal of Research in Marketing. Dr. Yavas serves on the editorial review boards of theJournal of Business Research, International Marketing Review, and other journals. His articles have appeared in theJournal of the Academy of Marketing Science, Journal of Marketing Research, Journal of Consumer Research, Journal of Business Research, andInternational Journal of Advertising. Dr. Riecken’s contributions have received outstanding paper awards at the conferences of the Decision Sciences Institute, Academy of Marketing Science, and Southwestern Marketing Association. His articles have appeared in theJournal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Business Research, Journal of Advertising Research, Journal of Consumer Affairs, and other marketing and management journals. Dr. Babakus serves on the editorial review boards of theJournal of Personal Selling and Sales Management, Journal of Business Research, and other marketing journals.     

French versus American consumers’ attachment of value to a product in a common consumption context: A cross-national comparison

This article investigates the influence of French and American national culture on consumer perceptions of productrelated value. Employing means-end theory, hypotheses are developed to predict how French versus American national culture influences the content and structure of consumer value hierachies. Hypotheses are tested using data from in-depth laddering interviews with a matched sample of French and American consumers. The findings support the contention that differences exist in the meaning and relative importance of consumer value hierarchy dimensions across the two national cultures. Furthermore, the analysis suggests that consumption consequences are especially culturally sensitive. Jeffrey W. Overby (joverby@cob.fsu.edu) is an assistant professor of marketing and international business in the Department of Marketing at Florida State University. He holds a doctorate from the University of Tennessee, Knoxville. His research interests focus on customer value determination, service quality, and cross-cultural marketing issues. His work has appeared inInternational Marketing Review and numerous domestic and international conferences, includingProceeding of the 2001 Academy of Marketing Science Annual Conference andProceeding of the Tenth Biennial World Marketing Conference. Sarah Fisher Gardial (sgardial@utk.edu) is an associate professor and associate dean for academic programs in the College of Business Administration at the University of Tennessee. She holds a doctorate from the University of Houston. Her research interests focus on customer value and satisfaction, consumer decision making and information processing, and buyer/seller dyadic relations. Her work has appeared in numerous journals, including theJournal of Consumer Research, theJournal of Advertising, Industrial Marketing Management, and theJournal of Macromarketing. Robert B.Woodruff (rwoodruff@utk.edu) is the Proffitt’s, Inc. Professor of Marketing and head of the Department of Marketing and Logistics at the University of Tennessee. His primary interests are in customer value theory, customer satisfaction theory, and market opportunity analyses, all with applications to customer-value-based marketing strategies. His work has appeared in theJournal of Marketing, theJournal of Marketing Research, theJournal of the Academy of Marketing Science, theJournal of Consumer Research, and theJournal of Satisfaction, Dissatisfaction & Complaining Behavior. He has received two outstanding reviewer awards from theJournal of the Academy of Marketing Science.     

The impact of research design on consumer price recall accuracy: An integrative review

For almost half a century, researchers have examined consumer knowledge of prices, often with disturbing and conflicting results. Although the general findings suggest that consumer knowledge of prices is poorer than assumed in neoclassical economic theory, significant variations among results exist. The authors synthesize findings from prior studies to determine the impact of research design choices on price recall accuracy measures. A meta-analysis indicates that a significant amount of variation in the accuracy of consumers’ price recall is related to research design characteristics such as the presence of financial rewards, respondents’ task size, and the price elicitation approach. Implications for price awareness research are discussed. Hooman Estelami is an assistant professor of marketing and codirector of the Pricing Center at the Graduate School of Business, Fordham University. His research has been published in, among others, theJournal of the Academy of Marketing Science, theJournal of Service Research, theJournal of Product and Brand Management, theJournal of Marketing Theory and Practice, theJournal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior, theJournal of Professional Services Marketing, theJournal of Business in Developing Nations. Donald R. Lehmann is George E. Warren professor of marketing at the Graduate School of Business, Columbia University. His research has been published in theJournal of Marketing Research, theJournal of Marketing, Marketing Science, theJournal of Business Research, theJournal of Retailing, theJournal of Product Innovation Management, Management Science, Marketing Letters, and elsewhere. He has written numerous books related to marketing research and marketing management.     

The effects of price on brand extension evaluations: The moderating role of extension similarity

This research explores the effects of price information on brand extension evaluations across different levels of similarity. Brand extension similarity is proposed as a moderator of the effects of price on brand extension perceived quality, perceived value, and purchase intentions. Specifically, price is hypothesized to have a larger positive impact on perceived quality evaluations of dissimilar extensions, but a larger negative impact on perceived value and purchase intentions for similar extensions. Results indicate that a high-price introductory strategy used to suggest a high-quality product will likely be more effective for dissimilar extensions than similar extensions. The results of this research suggest a number of implications for new product pricing. Directions for subsequent research are offered as well. Valerie A. Taylor is an assistant professor of marketing in the College of Business Administration at the University of Tennessee at Chattanooga. She received her Ph.D. from the University of South Carolina. Her research interests include product branding strategies, and consumer perception and use of quality cues and signals, and health communication issues. Her research has been published inAdvances in Consumer Research andAmerican Marketing Association Educator's Proceedings. Her teaching interests include marketing communications, marketing strategy, consumer behavior, and marketing research. She has also held positions in the telecommunications industry. William O. Bearden is the Bank of America Chaired Professor of Marketing in the Darla Moore School of Business at the University of South Carolina. He is on the editorial review boards of theJournal of Marketing Research, theJournal of Consumer Research (JCR), theJournal of Marketing, theJournal of Retailing, and theMarketing Education Review and is currently serving as an associate editor forJCR. He has published frequently in theJournal of Marketing Research andJCR, and has a number of publications in other marketing and consumer research journals. His teaching and research interests include consumer behavior, marketing research, and the evaluation of marketing promotions.     

Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context

Empirical studies investigating the antecedents of positive word of mouth (WOM) typically focus on the direct effects of consumers’ satisfaction and dissatisfaction with previous purchasing experiences. The authors develop and test a more comprehensive model of the antecedents of positive. WOM (both intentions and behaviors), including consumer identification and commitment. Specifically, they hypothesize and test commitment as a mediator and moderator of satisfaction on positive WOM and commitment as a mediator of identification on WOM. Using data obtained from customers of a retailer offering both products and services, they find support for all hypothesized relationships with WOM intentions and/or WOM behaviors as the dependent variable. The authors conclude with a discussion of their findings and implications for both marketing theory and practice. Tom J. Brown (tomb@okstate.edu) is Ardmore Professor of Business Administration and an associate professor of marketing at Oklahoma State University. He received his Ph.D. from the University of Wisconsin-Madison. His articles have appeared in leading marketing journals including theJournal of Marketing Research, theJournal of Marketing, theJournal of Consumer Research, and theJournal of the Academy of Marketing Science. His current research interests include causes and effects of corporate reputation and the customer orientation of service workers. He is cofounder of the Corporate Identity/Associations Research Group. Teaching interests include marketing research, services marketing, and corporate communications. He is coauthor (with Gilbert A. Churchill Jr.) ofBasic Marketing Research (5th ed.). Thomas E. Barry (tbarry@mail.smu.edu) is a professor of marketing and vice president for executive affairs at Southern Methodist University in Dallas, Texas. He received his Ph.D. from the University of North Texas. His primary teaching and research interests are in the areas of integrated marketing communications, marketing management, brand equity, loyalty, and advertising effectiveness. His research has appeared in numerous journals including theJournal of Marketing Research, theJournal of Advertising Research, theJournal of Advertising, theJournal of Consumer Psychology, and theJournal of the Academy of Marketing Science. He is the author or coauthor of two books in marketing and advertising management. He has consulted for a variety of firms and is a director on four boards. In 1995, he received the Outstanding Contributions in Advertising Research Award from the American Academy of Advertising. Peter A. Dacin (pdacin@business.queens.ca) is a professor of marketing at Queen’s University in Kingston, Ontario, Canada. He received his Ph.D. from the University of Toronto. His primary teaching and research interests lie in consumer/managerial judgment formation, brand equity/dilution, corporate reputation, and research methods and design. He has also published in the area of sales force management. His research has appeared in several leading journals including theJournal of Marketing, theJournal of Marketing Research, and theJournal of Consumer Research. In addition, he has published in numerous conference proceedings. He is currently the chair of the American Marketing Association’s ConsumerBehavior Special Interest Group, serves on the Academic Council of the American Marketing Association, and is cofounder of the Corporate Identity/Associations Research Group. Richard F. Gunst (rgunst@mail.smu.edu) is a professor and chair of the Department of Statistical Science at Southern Methodist University (SMU) in Dallas, Texas. He received his Ph.D. from SMU. His primary teaching and research interests are in the areas of linear and nonlinear modeling and regression analysis, with an emphasis on spatial statistical modeling. He has co-authored three books on regression analysis and the statistical design and analysis of experiments, in addition to publishing scholarly articles in theJournal of the American Statistical Association, Biometrika, Biometrics, andTechnometrics. He has received the W. J. Youden (1974, 1985) and Frank Wilcoxon (1994) Publication Awards fromTechnometrics, and the American Statistical Association’s Award for Outstanding Statistical Application Award (1994). He is a fellow of the American Statistical Association and received its Founders Award in 1999.     

Modeling the determinants of customer satisfaction for business-to-business professional services

This research empirically examines for the first time the determinants of customer satisfaction or dissatisfaction (CS/D) in the context of business professional services. The simultaneous effect of key CS/D constructs (expectations, performance, and disconfirmation) and several variables—fairness (equity), purchase situation (novelty, importance, and complexity)—and individual-level variables (decision uncertainty and stakeholding) are examined in a causal path framework. Data were obtained from a two-stage longitudinal survey of client organizations. The results indicated substantial support for the hypothesized model. The effect of purchase situation and individual-level variables (via their indirect affects) rivals that of disconfirmation and expectations in explaining CS/D. Performance was found to affect CS/D directly but not as powerfully as disconfirmation. His current research interests include modeling customer satisfaction and service quality, services marketing (especially in a business-to-business environment), and relationship marketing. His research has appeared in theInternational Journal for Research in Marketing, Industrial Marketing Management, Advances in Services Marketing and Management, European Journal of Marketing, Journal of Business-to-Business Marketing, Psychology & Marketing, Asia-Pacific Journal of Management, R & D Management, Journal of International Marketing, and others. he has been on the faculty of a number of U.S. and Australian universities. His research interests focus on services marketing, marketing research methods, and modeling satisfaction processes. He has published in theJournal of Advertising Research, Journal of Business, Journal of Services Marketing, and others. He is currently the editor of theAustralasian Journal of Market Research. He received his Ph.D. from Indiana University. His research interests include consumer satisfaction, service quality, and consumer information processing. His work has appeared in theJournal of Consumer Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Services Marketing, Journal of Product Innovation Management, and others.     

The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value

The authors report the results of two experiments designed to test the effects of extrinsic cues—price, brand name, store name, and country of origin—on consumers’ perceptions of quality, sacrifice, and value. The results of the experiments support hypothesized linkages between (a) each of the four experimentally manipulated extrinsic cues and perceived quality, (b) price and perceived sacrifice, (c) perceived quality and perceived value, and (d) perceived sacrifice and perceived value. The results also indicate that the linkages between the extrinsic cues and perceived value are mediated by perceived quality and sacrifice. R. Kenneth Teas is a distinguished professor of business in the Department of Marketing, College of Business, Iowa State University. He received his Ph.D. from the University of Oklahoma. His areas of research include consumer behavior and decision processes, marketing research methods, services marketing, and sales force management. His articles have been published in numerous journals, including theJournal of Marketing, theJournal of Marketing Research, theJournal of Consumer Research, theJournal of the Academy of Marketing Science, theAmerican Journal of Agricultural Economics, theJournal of Retailing, theJournal of Personal Selling and Sales Management, theJournal of Occupational Psychology, andIndustrial Marketing Management. Sanjeev Agarwal is an associate professor in the Department of Marketing, College of Business, Iowa State University. He received his Ph.D. from The Ohio State University. His areas of research include multinational marketing strategies, modes of foreign market entry, and sales force management. His articles have been published in theJournal of Consumer Research, theJournal of International Marketing, International Marketing Review, Industrial Marketing Management, theJournal of International Business Studies, theJournal of the Academy of Marketing Science, and theJournal of Personal Selling and Sales Management.     

Re-examining salesperson goal orientations: Personality influencers, customer orientation, and work satisfaction

Several scholars have noted the importance of relationship marketing and the critical role that salesperson knowledge plays in the formation of buyer-seller relationships. However, research on salesperson learning motivations has been relatively scarce compared with research on firm-level learning orientations. One promising stream of research in this area is salesperson goal orientation. Drawing from previous work in control theory, the authors extend previous research in this area by proposing relationships between personality influencers, goal orientations, customer/selling orientation, and overall work satisfaction. Their hypotheses are tested using data obtained from a sample of 190 real estate agents. The results provide support for their hypothesized model. Specifically, learning orientation is shown to positively influence customer orientation, while performance orientation is shown to positively influence selling orientation. Eric G. Harris (eharris@lklnd.usf.edu Ph.D., Oklahoma State University) is an assistant professor of marketing at the University of South Florida. His current research interests include goal orientation, customer orientation, and personality models applied to consumer and employee behavior. He has published articles in theJournal of the Academy of Marketing Science, Psychology & Marketing, theJournal of Consumer Marketing, theJournal of Business & Psychology, Services Marketing Quarterly, theJournal of Services Marketing, and theJournal of Marketing Management. John C. Mowen (jcmmkt@okstate.edu) Ph.D., Arizona State University) is Regents Professor and holds the Noble Chair of Marketing Strategy at Oklahoma State University. He has published articles in numerous leading journals, including theJournal of the Academy of Marketing Science, theJournal of Marketing Research, theJournal of Marketing, Decisions Sciences, theJournal of Applied Psychology, theJournal of Personality and Social Psychology, Psychology and Marketing, and theJournal of Consumer Psychology. He is a past president of the Society for Consumer Psychology. His teaching and consulting interests focus on consumer behavior and motivating the workforce. His research focuses on the factors that motivate and influence the decisions of consumers and employees. Tom J. Brown (tom.brown@okstate.edu; Ph.D., University of Wisconsin) is Ardmore Professor of Business Administration and an associate professor of marketing at Oklahoma State University. His articles have appeared in leading marketing journals, including theJournal of Marketing Research, the Journal of Marketing, theJournal of Consumer Research, and theJournal of the Academy of Marketing Science. His current research interests include causes and effects of corporate reputation and the customer orientation of service workers. He is cofounder of the Corporate Identity/Associations Research Group. Teaching interests include marketing research, services marketing, and corporate communications. He is coauthor (with Gilbert A. Churchill Jr.) ofBasic Marketing Research (5th ed.). Consulting interests include marketing research, corporate reputation, and the customer orientation of service workers.     

Trustmarks, objective-source ratings, and implied investments in advertising: Investigating online trust and the context-specific nature of internet signals

The purpose of this study is to provide a preliminary investigation of the effectiveness of Internet marketers’ various attempts to develop consumer trust through Web signals. The work is an exploration of the context-specific nature of trust in e-commerce. An online experiment compares three potential signals of trust in an Internet retail firm: (1) a third-party certification (i.e., a “trustmark”), (2) an objective-source rating (i.e., a review from Consumer Reports magazine), and (3) an implication of investment in advertising (i.e., a television advertisement to air during the Super Bowl). The trustmark had the greatest effect on perceived trustworthiness, influencing respondents’ beliefs about security and privacy, general beliefs about firm trustworthiness, and willingness to provide personal information. The relationship between Internet experience and trust was in the form of an inverted U. K. Damon Aiken (kaiken@mail.ewu.edu) is an assistant professor at Eastern Washington University at Cheney, Washington. He received his PhD from the University of Oregon. His primary teaching and research interests lie in Internet marketing, consumer attitude formation, and trust development. He has also published in the area of sport marketing, investigating fan attitudes and values. His research has appeared in theJournal of Advertising Research, theInternational Journal of Internet Marketing and Advertising, theBusiness Research Yearbook, andSport Marketing Quarterly, among others. David M. Boush (dmboush@lcbmail.uoregon.edu) is an associate professor of marketing in the Lundquist College of Business at the University of Oregon in Eugene. He received his PhD from the University of Minnesota. His research interests center on the relationship between consumer behavior and marketing management decisions, especially those involving advertising, branding, and the Internet. His research has appeared in publications such as theJournal of Marketing Research, theJournal of Consumer Research, theJournal of Business Research, theJournal of International Business Studies, Psychology and Marketing, Marketing Letters, and theJournal of Current Issues and Research in Marketing. He serves on the editorial board of theJournal of the Academy of Marketing Science.     

Situation variation in consumers’ media channel consideration

In this article, the authors investigate consumers’ consideration of media channels during different usage situations. They develop a model that explains consumers’ media channel consideration as a function of the media channel’s perceived benefits. In addition, they hypothesize that the usage situation affects consumers’ media channel consideration and that situation-based benefit requirements moderate the effect of the benefits on their channel consideration. The authors test the hypothesized relationships using survey data from 341 consumers regarding their consideration of 12 different media channels used by manufacturers to communicate product information across three product-related usage situations. The results of the analyses support the proposed model structure and confirm the expected relationships among perceived media channel benefits, usage situations, media channel requirements, and consumers’ media channel consideration. Sonja Wendel (s.wendel@mw.unimaas.nl) is currently a Ph.D. candidate in the Department of Marketing at Maastricht University, the Netherlands. Her research interests lie in the area of consumer behavior, services marketing, and communications. She is particularly interested in exploring manufacturer-consumer communications. Benedict G. C. Dellaert (b.dellaert@mw.unimaas.nl) is Meteor Research Chair and a professor in the Department of Marketing at Maastricht University, the Netherlands. His research interests are in consumer decision making, consumer-producer interaction, customization and personalization, retailing, and tourism. His work has appeared in journals such as theInternational Journal of Research in Marketing, theJournal of Interactive Marketing, theJournal of Marketing Research, andMarketing Letters.