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.     

Psychological climate, empowerment, leadership style, and customer-oriented selling: An analysis of the sales manager-salesperson dyad

This study examined antecedents and performancerelated consequences of customer-oriented selling. The antecedents include sales managers’ leadership styles, psychological empowerment, and the psychological climates of organizations. Data were gathered on two separate performance outcome measures. Responses from 106 sales managers and 313 sales representatives were analyzed. The results indicate that transformational leadership, empowerment, and specific components of the psychological climate are important predictors of customer-oriented selling. Craig A. Martin (craig.martin@wku.edu), PhD, is an assistant professor of marketing in the Department of Marketing at Western Kentucky University. He received his PhD from the University of Memphis. He specializes in sales and sales management, the consumer socialization of adolescents, sports marketing, and advertising to adolescents. He has had research accepted for publication in theJournal of Advertising, theJournal of Advertising Research, theJournal of Consumer Marketing, theJournal of Business and Industrial Marketing, theJournal of Marketing Theory and Practice, theMarketing Management Journal, theInternational Journal of Retail and Distribution Management, theInternational Journal of Internet Marketing and Advertising, and multiple national and regional conferences. Alan J. Bush (alanbush@memphis.edu), PhD, is a professor of marketing in the Department of Marketing and Supply Chain Management at the University of Memphis. He received his Ph.D. from Louisiana State University. His current research interests are primarily sales force research and sports marketing. His research has appeared in theJournal of Marketing Research, theJournal of the Academy of Marketing Science, theJournal of Business Research, theJournal of Retailing, theJournal of Advertising, theJournal of Advertising Research, theJournal of Personal Selling and Sales Management, and others.     

An empirical test of trust-building processes and outcomes in sales manager-salesperson relationships

This study examines three trust-building processes and outcomes in sales manager-salesperson relationships. This study, based on a sample of more than 400 business-to-business salespeoples from a variety of industries, shows two trust-building processes (predictive and identification) to be significantly related to salesperson trust in the sales manager. Interpersonal trust was found to be most strongly related to shared values and respect. Trust was directly related to job satisfaction and relationalism, and indirectly related to organizational commitment and turnover intention. Thomas G. Brashear (brashear@mktg.umass.edu) (Ph.D., Georgia State University) is an assistant professor of marketing in the Isenberg School of Management at the University of Massachusetts-Amherst. James S. Boles (jboles@gsu.edu) (Ph.D., Louisiana State University) is an associate professor of marketing in the Robinson College of Business at Georgia State University. His research has appeared in a variety of journals, including theJournal of Marketing, theJournal of Business Research, theJournal of the Academy of Marketing Science, theJournal of Retailing, theJournal of Personal Selling and Sales Management, and theJournal of Applied Psychology. His areas of research interest include personal selling, sales management, key and strategic account management, and business relationships. Danny N. Bellenger (mktdnb@langate.gsu.edu) (Ph.D., University of Alabama) is currently chairman of the Marketing Department in the Robinson College of Business at Georgia State University. His research has appeared in a number of academic journals including theJournal of Marketing Research, theJournal of Marketing, theJournal of Advertising Research, theCalifornia Management Review, theJournal of Retailing, theJournal of Personal Selling and Sales Management, Industrial Marketing Management, and theJournal of Business Research. He has authored four monographs and four textbooks on marketing research, sales, and retailing. Charles M. Brooks (brooks@quinnipiac.edu) (Ph.D., Georgia State University) is an associate professor and chair of the Department of Marketing and Advertising at Quinnipiac University. His research has appeared in theJournal of Business Research, theJournal of Retailing, Marketing Theory, and theJournal of Marketing Theory and Practice.     

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.     

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.     

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.     

Consumer evaluations of corporate brand redeployments

There has been little attention paid to the management of corporate brand names as part of the merger and acquisition process. As an initial step towards developing a better understanding of this brand redeployment decision the authors consider the reactions of one important stakeholder group—consumers—to alternative strategies. Specifically, the authors discuss the importance of the corporate branding decision in the M&A process and present a typology of alternative redeployment strategies as well as an exploratory study examining reactions to different postmerger branding strategies. The authors find evidence that the brand equity related to corporate brands is often decreased as a result of M&A activities and that individuals react differently to mergers employing different redeployment strategies. These results emphasize the need for firms to evaluate the corporate branding component of M&A activities as part of the process of managing corporate brands and should generate interest and research in this managerially relevant area. Anupam Jaju (ajaju@gmu.edu) is an assistant professor of marketing at George Mason University. He received his Ph.D. from the University of Georgia at Athens. His articles have appeared in leading marketing journals, including theJournal of the Academy of Marketing Science, theJournal of International Management, Marketing Theory, andMarketing Education Review. His current research focuses primarily on exploring three interrelated domains of business: the link between corporate and functional (marketing) strategy, the market orientation of corporate strategies, and the market and customer-related consequences of corporate strategy. Christopher Joiner (cjoiner@gmu.edu) is an assistant professor of marketing at George Mason University. He received his Ph.D. from the University of Minnesota. His articles have appeared in leading marketing journals, including theJournal of Marketing, theJournal of Consumer Psychology, the Journal of Current Issues and Research in Advertising, andAdvances in Consumer Research. Srinivas K. Reddy (sreddy@terry.uga.edu) is the Robert O. Arnold Professor of Marketing and the director of the Coca-Cola Center for Marketing Studies at the Terry College of Business, University of Georgia. He received his Ph.D. from Columbia University. He has taught previously at New York University, Columbia University, and the University of California, Los Angeles, and was a visiting professor at Stanford Business School. His research on brand and marketing strategy and has been published in theJournal of Marketing, theJournal of Marketing Research, Management Science, Marketing Letters, theJournal of the Academy of Marketing Science, and theJournal of Business Research. His current research interests include the financial and marketing impacts of brand failure and understanding the value of creative products such fine art.     

Multigeneration innovation diffusion: The impact of intergeneration time

This research focuses on the diffusion patterns of the adjacent generations of technology and its relation to the time that elapses between them (intergeneration time). The authors analyze 45 new technologies in 15 industries and find that the adoption curves systematically vary across generations from 2 years for dynamic random-access memory (DRAM) chips to more than 30 years for steelmaking. The longer the intergeneration time, the slower the adoption of the subsequent technology. Even though once the adoption begins imitation is greater for subsequent technologies, the slow initial innovation rate, driven by resistance to upgrading, retards adoption. The authors also demonstrate that predictions based on intergeneration time plus average patterns are more accurate than data-based predictions early in life cycles when such predictions are most crucial. Improved early predictions can provide advantages in terms of both making go versus no-go decisions and planning marketing and production. Jae H. Pae (Ph.D., Columbia University) is an assistant professor of marketing at Hong Kong Polytechnic University. He received his B.A. in anthropology from Seoul National University, Korea. His current research interests include adoption of innovation, new product forecasting, and marketing strategy. He has published in several journals, including theJournal of Product Innovation Management, theJournal of Business Research, and theJournal of Advertising Research. Donald R. Lehmann (Ph.D., Purdue University) is George E. Warren Professor of Business at Columbia University Graduate School of Business. He has a B.S. degree in mathematics from Union College, Schenectady, New York, and an M.S.I.A. and Ph.D. from the Krannert School of Purdue University. His research interests include modeling individual choice and decision making, understanding group and interdependent decisions, meta-analysis, and the introduction and adoption of innovations. He has taught courses in marketing, management, and statistics at Columbia and has also taught at Cornell, Dartmouth, and New York University. He has published in and served on the editorial boards of theJournal of Consumer Research, theJournal of Marketing, theJournal of Marketing Research, Management Science, andMarketing Science and was founding editor ofMarketing Letters. In addition to numerous journal articles, he has published four books:Marketing Research and Analysis, Analysis for Marketing Planning, Product Management, andMeta Analysis in Marketing. He has served as executive director of the Marketing Science Institute and as president of the Association for Consumer Research.     

Investigating industry context effects in consumer-firm relationships: Preliminary results from a dispositional approach

Few, if any, past studies have attempted to develop a model to capture and explain industry context variability and hypothesize its effects on consumer-firm relationships. Generally, industry effects are ignored, described, or explained post hoc. Using the notion of consumers' dispositions toward a market, a framework is proposed for understanding the influence of industry context on consumer satisfaction, trust, value, and loyalty in relational exchanges. The empirical results of a survey in two service industries show that industry contexts matter and yield significant direct and moderating effects on consumer-firm relationships. The study underscores the promise of a dispositional approach for providing insights for the theory and practice of relationship marketing, resolvin goutstanding questions, and proposing fruitful areas for further examination. Edwin Nijssen, Ph.D., is a professor of marketing at the Nijmegen School of Management at the University of Nijmegen, the Netherlands. His research interest focuses on strategic and international marketing issues, relationship marketing, brand management, and new-product development. He has published inLong Range Planning, theJournal of Product Innovation Management, Technology Forecasting and Social Change, R&D Management, Industrial Marketing Management, and theJournal of International Marketing and has written several books on marketing strategy. Jagdip Singh, Ph.D., is a professor of marketing at the Weatherhead School of Management at Case Western Reserve University. His primary areas of research include consumer dissatisfaction and trust, measurement issues—including relationships between theoretical concepts and empirical observations— and the effectiveness of boundary role personnel. He has published in theJournal of Marketing, theAcademy of Management Journal, theJournal of the Academy of Marketing Science, Behavioral Research in Accounting, andManagement Science, among others. Deepak Sirdeshmukh, Ph.D., is a visiting assistant professor of marketing at the Weatherhead School of Management at Case Western Reserve University. His primary areas of research include consumer trust and consumer processing of brand information. He has published in theJournal of Marketing, theJournal of Marketing Research, theJournal of Consumer Research, theJournal of the Academy of Marketing Science, and theJournal of Consumer Psychology, among others. Hartmut H. Holzmüeller, Ph.D., is a professor of marketing at the School of Business at Dortmund University, Germany. His research interests include cross-national consumer research and customer relationship marketing. Most of his work has been published in German. His articles also appeared in theJournal of International Marketing, Management International Review, andInternational Business Review.     

Customer value,satisfaction, loyalty,and switching costs: An illustration from a business-to-business service context

Although researchers and managers pay increasing attention to customer value, satisfaction, loyalty, and switching costs, not much is known about their interrelationships. Prior research has examined the relationships within subsets of these constructs, mainly in the business-to-consumer (B2C) environment. The authors extend prior research by developing a conceptual framework linking all of these constructs in a business-to-business (B2B) service setting. On the basis of the cognition-affect-behavior model, the authors hypothesize that customer satisfaction mediates the relationship between customer value and customer loyalty, and that customer satisfaction and loyalty have significant reciprocal effects on each other. Furthermore, the potential interaction effect of satisfaction and switching costs, and the quadratic effect of satisfaction, on loyalty are explored. The authors test the hypotheses on data obtained from a courier service provider in a B2B context. The results support most of the hypotheses and, in particular, confirm the mediating role of customer satisfaction. Shun Yin Lam (asylam@ntu.edu.sg; fax: 65-6791-3697) is an assistant professor of marketing and international business in the Nanyang Business School at Nanyang Technological University in Singapore. Lam received his Ph.D. from the University of Western Ontario and has research interests in a number of areas including retail marketing, customer loyalty, and customers’ adoption and usage of technology. His work has appeared inMarketing Science, theJournal of Retailing, theInternational Journal of Research in Marketing, andAdvances in Consumer Research. Venkatesh (Venky) Shankar (vshankar@rhsmith.umd.edu) is Ralph J. Tyser Fellow and an associate professor of marketing in the Smith School of Business at the University of Maryland. His areas of research are e-business, competitive strategy, international marketing, pricing, new product management, and supply chain management. His research has been published or is forthcoming in theJournal of Marketing Research, Marketing Science, theJournal of Marketing, theStrategic Management Journal, theJournal of Retailing, theInternational Journal of Research in Marketing, theJournal of Public Policy and Marketing, andMarketing Letters. he is co-editor of theJournal of Interactive Marketing; associate editor ofManagement Science; and serves on the editorial boards ofMarketing Science, theJournal of Marketing, theInternational Journal of Research in Marketing, theJournal of Retailing, and theJournal of Academy of Marketing Science. He is a three-time winner of the Krowe Award for Outstanding Teaching and teaches Marketing Management, Digital Business Strategy, Competitive Marketing Strategy, and International Marketing (http://www.venkyshankar.com). M. Krishna Erramilli (amkerramilli@ntu.edu.sg) is an associate professor of marketing and international business in the Nanyang Business School at Nanyang Technological University in Singapore. He has undertaken many studies on marketing strategy issues in service firms, particularly in an international context, and has published his work in journals like theJournal of Marketing, theJournal of International Business Studies, theColumbia Journal of World Business, and theJournal of Business Research. He has presented numerous papers at international conferences. His current research interests center on the international expansion of Asia-based service firms. Bvsan Murthy (abmurthy@ntu.edu.sg) is an associate professor of marketing and international business in the Nanyang Business School at Nanyang Technological University in Singapore. Prior to turning to the academe a decade ago, he had 20 years of international industry experience. He has published in journals likeThe Cornell H.R.A. Quarterly and theInternational Journal of Contemporary Hospitality Management and has also written industry white papers/monographs and chapters in books. His current research interests center on strategic services marketing/management and customer value management.     

A cross-national model of job-related outcomes of work role and family role variables: A retail sales context

This article proposes a model of job-related outcomes of four role variables in a retail sales context: work-family conflict (WFC), family-work conflict (FWC), work role conflict (RC), and work role ambiguity (RA). We tested the applicability of the model with three cross-national samples, that is, the United States, Puerto Rico, and Romania, and the results revealed that the model's measures and effects are mostly similar across samples. It was also posited and mostly supported that the effects that WFC and FWC have on the job-related outcomes are greater than the effects of RC and RA. Implications concerning the effects of role variables for international retail managers are offered. Richard G. Netemeyer (rgn3p@forbes2.comm.virginia.edu) is a professor of marketing in the McIntire School of Commerce at the University of Virginia. He received his Ph.D. in marketing from the University of South Carolina in 1986. His research interests are primarily consumer behavior and organizationbehavior issues. His research has appeared in theJournal of Consumer Research, theJournal of Marketing Research, theJournal of Marketing, theJournal of Applied Psychology, Organizational Behavior & Human Decision Processes, theJournal of the Academy of Marketing Science, and others. Thomas Brashear-Alejandro (brashear@mktg.umass.edu) (Ph.D., Georgia State University) is an associate professor of marketing in the Isenberg School of Management at the University of Massachusetts-Amherst. His research has appeared or is forthcoming in a number of academic journals, including theJournal of the Academy of Marketing Science, theJournal of Advertising, theJournal of Business Research, theJournal of Personal Selling and Sales Management, theJournal of Marketing Theory and Practice, and theJournal of Business & Industrial Marketing. James S. Boles (JBoles@gsu.edu) is an associate professor of marketing at Georgia State University (GSU). He received his Ph.D. from Louisiana State University. His research has appeared in a variety of journals, including theJournal of Marketing, theJournal of Business Research, theJournal of the Academy of Marketing Science, theJournal of Retailing, theJournal of Personal Selling and Sales Management, and theJournal of Applied Psychology. His areas of research interest include personal selling, sales management, key and strategic account management, and business relationships.     

Factors affecting the use of information in the evaluation of marketing communications productivity

Most prior research on the use of marketing information has studied antecedents of the use of information in new product strategy decisions. This study investigates factors that are related to the use of marketing information in the evaluation of marketing communications productivity. The information used in this context originates from a wide range of internal and external sources. On the basis of organizational theories of information processing, the authors develop and test a conceptual framework explaining the use of information to evaluate marketing communications productivity. Collected survey data indicate that information quality, organization formalization, task complexity, market turbulence, rationality of decision style, and group involvement are all positively related to the use of information in assessing marketing communications productivity. Moderating relationships involving formalization, complexity, decision style, and the degree of group involvement are also found. Implications for managing market knowledge and future research in information use are discussed. George S. Low is an associate professor in the Marketing Department of the M. J. Neeley School of Business at Texas Christian University in Fort Worth, Texas. His Ph.D. in marketing is from the University of Colorado-Boulder. He also received an M.B.A. from the Ivey School of Business, University of Western Ontario, and a B.A. in advertising from Brigham Young University. He spent 4 years as a media planner with MacLaren McCann Advertising (Canada). His research focuses on integrated marketing communications and brand management, and has been published in theJournal of Marketing Research, theJournal of Retailing, theJournal of Advertising Research, theEuropean Journal of Marketing, and theJournal of Product and Brand Management, among others. He is the recipient of four research grants from the Marketing Science Institute. Jakki J. Mohr is an associate professor of marketing and the Ron and Judy Paige faculty fellow at the University of Montana. She received her B.B.A. from Boise State University, her M.S. in marketing from Colorado State University, and her Ph.D. in marketing from the University of Wisconsin-Madison. Before beginning her academic career, she worked in Silicon Valley in the advertising area for both Hewlett Packard’s Personal Computer Group and Tele Video Systems. Her research has been published in theJournal of Marketing, theStrategic Management Journal, theJournal of Public Policy and Marketing, theJournal of Retailing, theJournal of High Technology Management Research, Marketing Management, andComputer Reseller News. She has recently authored a book,Marketing of High-Technology Products and Innovations. Her research interests lie primarily in the area of marketing of high-technology products and services.     

Does success diminish competitive responsiveness? Reconciling conflicting perspectives

Previous research provides conflicting evidence of the association between the past performance of a business and its competitive responsiveness, with researchers observing both positive and negative relationships. To clarify this issue, the authors test a model using survey data from the retailing industry. The model delineates direct and indirect mediated paths through ability to respond, motivation to respond, and awareness of competitors’ actions to show how past performance can have both positive and negative influence on competitive responsiveness. However, the overall impact of past performance of an organization on its competitive responsiveness is positive. The implications of these findings for research, practice, and theory are discussed. Satish Jayachandran (satish@moore.sc.edu) is an assistant professor of marketing in the Moore School of Business at the University of South Carolina. His research interests are focused on issues related to the market responsiveness of firms. His research has been published in theJournal of Marketing and theJournal of the Academy of Marketing Science. He was a recipient of the Harold H. Maynard Award for 2001 from theJournal of Marketing. He was nominated a young scholar by the Marketing Science Institute in 2003. Rajan Varadarajan (varadarajan@tamu.edu) is Distinguished Professor of Marketing and holder of the Ford Chair in marketing and e-commerce at Texas A & M University. His teaching and research interests are in the areas of strategy, international marketing, and e-commerce. His research on these topics has been published in theJournal of Marketing, theJournal of the Academy of Marketing Science, theAcademy of Management Journal, Strategic Management Journal, Sloan Management Review, California Management Review, Business Horizons, theJournal of Business Research, and other journals.     

The penguin’s window: Corporate brands from an open-source perspective

The open source (OS) movement allows us to re-vision corporate branding from a corporate to a coproducer perspective. Corporations own their brands and unilaterally determine their positioning and evolution. Power and control are centralized and hierarchical: producers produce brands, which customers then consume. With OS, power and control are radically decentralized and hierarchical: producers and consumers coalesce into “prosumers.” The authors introduce marketers to the OS phenomenon and develop a typology of brand aspects that can be “open” or “closed”: physical, textual, meaning, and experience. The authors elaborate new dimensions for brands and revisit the functions that brands perform and link these to the evolutionary trajectory of branding, arguing that OS represents a final phase in the evolution of corporate brands from closed to open brands. The article concludes with a research agenda. Leyland F. Pitt (lpitt@sfu.ca) is a professor of marketing in the Segal Graduate School of Business at Simon Fraser University, Vancouver, Canada, and also a senior research fellow at the Leeds University Business School in the United Kingdom. He has taught on M.B.A. and executive programs in business schools on all continents, including the Graham School of Continuing Studies at the University of Chicago, Columbia Business School, and London Business School. His work has appeared in journals such as theJournal of the Academy of Marketing Science, California Management Review, Sloan Management Review, Information Systems Research, and MIS Quarterly (for which he formerly served as associate editor). Richard T. Watson (rwatson@terry.uga.edu) is the J. Rex Fuqua Distinguished Chair for Internet Strategy and director of the Center for Information Systems Leadership in the Terry College of Business, University of Georgia. He has published in leading journals in several fields as well as authored books on data management and electronic commerce. His current research focuses primarily on electronic commerce and information systems leadership. He has given invited seminars in more than 20 countries for companies and universities. He is a past president of the Association for Information Science, a visiting professor at Agder University College in Norway and Fudan University in China, and a consulting editor for John Wiley & Sons. He has been a co-chair of the International Conference on Information Systems and a senior editor of MIS Quarterly. Pierre Berthon (pberthon@Bentley.edu) is the Clifford F. Youse Professor of Marketing in the McCallum Graduate School of Business, Bentley College, Waltham, Massachusetts. Formerly an engineer with Lotus Sports Cars, he has also been on the faculties of Cardiff University and Bath University in the United Kingdom and Columbia University in the United States. Dr. Berthon’s work has been published in journals such as theJournal of the Academy of Marketing Science, California Management Review, Sloan Management Review, Information Systems Research, theJournal of Advertising Research, and theJournal of Service Research. Donald Wynn (dewynn@uga.edu) is a Ph.D. student in the Management Information Systems Department of the Terry College of Business, University of Georgia. He also holds an M.B.A. from Middle Tennessee State University and a B.S. in electrical engineering from the University of Tennessee, Knoxville. His current research interests include OS software communities and ecosystems, business models, technology innovation, and information systems security. He has published in theJournal of International Management, MIS Quarterly Executive, and several information science conference proceedings. George Zinkhan (gzinkhan@terry.uga.edu) is the Coca-Cola Company Chair of Marketing at the University of Georgia. After receiving his doctorate from the University of Michigan, he served on the faculties at both the University of Houston and the University of Pittsburgh. Dr. Zinkhan’s main research focus is in the areas of communication, advertising, and electronic commerce. His recent coauthored books includeElectronic Commerce: A Strategic Perspective (Dryden Press, 2000) andConsumers (McGraw-Hill/Irwin, 2004).     

Contracts, norms, and plural form governance

The organization of interfirm exchanges has become of critical importance in today’s business environment. Many scholars have criticized the inadequacies of legal contracts as mechanisms for governing exchange, especially in the face of uncertainty and dependence. Other scholars argue that it is not the contracts per se but the social contexts in which they are embedded that determine their effectiveness. This study investigates the performance implications of governance structures involving contractual agreements and relational social norms, individually and in combination (plural form) under varying conditions and forms of transactional uncertainty and relationship-specific adaptation. Hypotheses are developed and tested on a sample of 396 buyer-seller relationships. The results provide support for the plural form thesis—increasing the relational content of a governance structure containing contractual agreements enhances performance when transactional uncertainty is high, but not when it is low. Implications for theory and future research are discussed. Joseph P. Cannon (Ph.D., University of North Carolina) is an assistant professor of marketing at Colorado State University. His areas of research interest include the effective management of business-to-business buyer-seller relationships in domestic and international markets. His research has appeared in theJournal of Marketing Research, theJournal of Marketing, theAcademy of Management Review, theJournal of Public Policy & Marketing, and other publications. He is a member of the Editorial Review Board of theJournal of Marketing. Ravi S. Achrol (Ph.D., Northwestern University) is a professor of marketing and global management research professor in the School of Business and Public Administration at George Washington University. Prior to joining George Washington University in 1991, he served for 10 years on the faculty of the University of Notre Dame. His areas of research interests include interorganization theory and marketing strategy. His articles have appeared in theJournal of Marketing, theJournal of Marketing Research, Social Science Research, theJournal of Business Strategy, theJournal of Public Policy and Marketing, and various other publications. He is a member of the Editorial Review Board of theJournal of Marketing. Gregory T. Gundlach (Ph.D. J.D. University of Tennessee) is an associate professor of marketing in the College of Business Administration at the University of Notre Dame. His areas of research interest include theories of exchange governance, industrial organization, and antitrust policy. His articles have appeared in theJournal of Marketing, theJournal of Marketing Research, Marketing Science, theJournal of Public Policy & Marketing, theJournal of Business Research, Antitrust Bulletin, and other publications. He is a member of the Editorial Review Board of theJournal of Marketing, theJournal of the Academy of Marketing Science, theJournal of Public Policy & Marketing, and theJournal of Retailing.     

Marketing of risky sports: From intention to action

High-risk sports, such as skydiving, parachuting, and hang gliding, have become increasingly popular in recent years. This article uses expectancy-value theory to integrate previous research on risky behavior and risky sports. The model that is developed relates the expected benefits of risky sports to several antecedents; specifically, thrill and adventure seeking, arousal avoidance, role relaxation, and age. Two samples are drawn to represent the general population, as well as people just joining risky-sports clubs. In the general population, the intention to engage in risky sports is related to the ability to arouse curiosity. Other motives, specifically thrill and adventure seeking, become more salient as an individual moves closer to actually engaging in a risky sport. Aviv Shoham (Ph.D., University of Oregon) is a lecturer of marketing, Faculty of Industrial Engineering and Management, Technion—Israel Institute of Technology, Haifa, Israel. He has published or has forthcoming articles in journals such as theJournal of Business Research, theJournal of Advertising Research, theJournal of International Marketing, theJournal of Global Marketing, theJournal of International Consumer Marketing, and other marketing journals. He is also a frequent contributor to several marketing conferences. Gregory M. Rose (Ph.D., University of Oregon) is an assistant professor of management and marketing at the University of Mississippi. His research has been published or is forthcoming in theJournal of Consumer Research, theJournal of Business Research, theJournal of Global Marketing, theJournal of Business Ethics, theJournal of Applied Social Psychology, Advances in Consumer Research, and other journals and proceedings. Lynn R. Kahle is the James Warsaw professor and department chair of marketing at the University of Oregon. Topics of his research include social adaptation, values, and sports marketing. His articles have appeared in journals such as theJournal of Consumer Research, theJournal of Marketing, Sport Marketing Quarterly, Public Opinion Quarterly, theJournal of Personality and Social Psychology, andChild Development. His books includeSocial Values and Social Change, Marketing Management, andValues, Lifestyles, and Psychographics.     

A refinement and validation of the MARKOR scale

In this article, the authors attempt to develop an improved market orientation scale built on Kohli, Jaworski, and Kumar’s market orientation scale (MARKOR). The modified scale is then compared with the MARKOR scale in a validation study. The authors argue that the scale improves operationalization of the market orientation construct, and the results indicate that the psychometric properties of the new scale are superior to those of the MARKOR scale. Implications of the results are discussed, and a future research agenda is offered. Ken Matsuno is assistant professor of marketing at Babson College. He received his Ph.D. from the University of Tennessee. His research interests include marketing strategy formulation process and its outcomes and business-to-business marketing issues. His work can be found in theJournal of Marketing, theInternational Journal of Physical Distribution and Logistics Management, and several academic conference proceedings. John T. Mentzer is the Harry J. and Vivienne B. Bruce Excellence Chair of Business Policy in the Department of Marketing, Logistics, and Transportation at the University of Tennessee. He received his Ph.D. from Michigan State. He has published in theJournal of the Academy of Marketing Science, Journal of Marketing, Journal of Business Logistics International Journal of Physical Distribution and Logistics Management, Transportation Journal, Columbia Journal of World Business, Industrial Marketing Management, Research in Marketing, and other journals. Joseph O. Rentz is associate professor of marketing at the University of Tennessee, Knoxville. He received his Ph.D. from the University of Georgia. His research interests include cohort analysis, measurement issues in marketing, generalizability studies, and itnerfunctional effectiveness. He has published articles in theJournal of the Academy of Marketing Science, Journal of Marketing, andJournal of Marketing Research among others.     

The role of emotional exhaustion in sales force attitude and behavior relationships

Emotional exhaustion is a potentially important construct in examining sales force behavior and attitude relationships. A conceptual model and hypotheses are developed to study the antecedents and consequences of the emotional exhaustion construct. The hypotheses are tested using LISREL 7 to analyze data from a sample of field salespeople from a large international services organization. The empirical results offer strong support for relationships involving role ambiguity and conflict antecedents and organizational commitment, job satisfaction, performance, and intention-to-leave consequences of emotional exhaustion. Emin Babakus (Ph.D. University of Alabama, 1985) is a professor of marketing and associate dean for faculty at the Fogelman College of Business & Economics, University of Memphis. His research interests are in the areas of measurement, sales management, services, and international marketing. His research has been published in a number of journals, including theJournal of Marketing Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Retailing, andJournal of Advertising Research. David W. Cravens holds the West Chair of American Enterprise Studies at Texas Christian University. He is a former editor of theJournal of the Academy of Marketing Science and serves on the editorial boards of several journals. He is the author ofStrategic Marketing (Irwin/McGraw-Hill). Mark Johnston is a professor of marketing at the Roy E. Crummer Graduate School of Business, Rollins College. He earned his Ph.D. in marketing in 1986 from Texas A&M University. Prior to receiving his doctorate, he worked in industry as a sales representative for a leading distributor of photographic equipment. Dr. Johnston's research interests focus on sales force management issues that include analyzing the affect of role stress on salesperson attitudes and behavior, reducing unwanted turnover, and improving performance. In addition, he conducts research on a wide range of other topics, including international marketing management, ethics, and promotional strategy. His research has been published in a number of professional journals such as theJournal of Marketing Research, Journal of Applied Psychology, International Journal of Management, Journal of Business Ethics, Journal of Business Research, and theJournal of Personal Selling and Sales Management. William C. Moncrief is a professor of marketing at Texas Christian University and former chair of the Marketing Department. He has published extensively in the sales and sales management areas. He is coauthor ofSales Management (Addison-Wesley).