Journal of Consumer Research 1994-1995

Journal of Consumer Research 1994-1995

Volume 21 Author Index

A ALBA, Joseph W., Susan M. BRONIARCZYK, Terence

A. SHIMP, and Joel E. URBANY (1994), The Influence of Prior Beliefs, Frequency Cues, and Magnitude Cues on Consumers' Perceptions of Com parative Price Data (September), 219-235.

A widespread practice in grocery store advertising is to compare the advertised store's prices to a competitor's prices on mUltiple items. An important, but largely unexplored, issue is how this information is processed and used in conjunction with prior beliefs to influence price perceptions. In our initial studies we manipulated prior beliefs and two data-based cues-frequency of price advantage and magnitude of price advantage-to determine their relative influence on consumer price perceptions. Results indicate that prior beliefs affected price perceptions but that the frequency cue exerted a dominating influence. Several follow-up studies demonstrate the robustness of this phenomenon across a variety of presentational and instructional conditions.

ALBA, Joseph W. see Broniarczyk, Susan M. (December 1994)

ANDERSON, Eugene W. see Johnson, Michael D. (March 1995)

ANSARI, Asim see Jacoby, Jacob (September 1994) ARNOLD, Stephen J. and Eileen FISCHER (1994), Her

meneutics and Consumer Research (June), 55-70.

This article reviews the nature of hermeneutic philosophy and the assumptions and features of a textual interpretation consistent with this perspective. The relationship of hermeneutic philosophy to the interpretive and critical theory traditions in consumer research is also discussed.

B BAUMGARTNER, Hans (1995), On the Utility of Con

sumers' Theories in Judgments of Covariation (March), 634-643.

Previous research on people's proficiency in assessing covariation between continuous variables is reviewed, and the impact of prior expectations and characteristics of the evidence on judgment accuracy is discussed. The present study investigates how the availability of a theory (i.e., prior expectations of relatedness) influences assessments of contingency as a function of the diagnosticity of the data. The results indicate that prior expectations have beneficial effects on the accuracy of covariation judgments, even when the relationship implied by the theory is inconsistent with the data. Little evidence is found for a multiplicative combination of theory and data, although diagnostic data lead to more accurate judgments. The study also examines some mechanisms that might underlie these effects and presents evidence that the utility of theories is due to prior expectations that give rise to an active hypothesistesting approach to the assessment of contingency. The findings suggest that prior expectations do not necessarily have dysfunctional (i.e., biasing) effects on judgments of covariation and that theories,

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even when they are inconsistent with the data, may facilitate the perception of contingency if they are used as hypotheses to be tested on data.

BEATTY, Sharon E. and Salil TALPADE (1994), Adolescent Influence in Family Decision Making: A Replication with Extension (September), 332-341.

In this article, we replicate and extend several elements ofE. Foxman, P. Tansuhaj, and K. Ekstrom's 1989 study of adolescent influence, while providing an integrative model of teenager influence and a new scale of perceived relative influence. Further, we examine the effect of parental employment status on teens' influence, as well as gender-based differences in perceptions. Motivational aspects, including product importance and usage, provided the strongest and most consistent explanations of teenagers' perceived relative influence across stages and purchase situations. In addition, parental employment status positively influenced teens' perceived influence of durable family purchases. Mothers and daughters generally did not differ in their ratings of the daughters' perceived influence in the durable purchase decision-making process, while fathers' and sons' ratings did differ.

BOUSH, David M., Marian FRIEST AD, and Gregory M. ROSE (1994), Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics (June), 165-175.

A longitudinal study of middle school students examined adolescents' skepticism toward advertising and their beliefs about the persuasive tactics advertisers employ. Comparisons across grade levels and over the course of the school year indicated that knowledge about advertiser tactics developed in the direction of adult understanding. Skeptical attitudes toward advertisers' motives showed no differences across grade levels; however, students generally became more disbelieving of advertising claims as the school year progressed. The level of skepticism toward advertising was high and was positively related to having a more adult understanding of advertising tactics.

BRINBERG, David L. see Sawyer, Alan G. (March 1995)

BRONIARCZYK, Susan M. and Joseph W. ALBA (1994), The Role of Consumers' Intuitions in Inference Making (December), 393-407.

Traditional explorations of inference making have examined consumers' reactions to product descriptions that lack information about salient attributes. Such studies frequently report systematically lower evaluations of incompletely described alternatives along with a generally low incidence of unprompted attribute-to-attribute inference. We argue that the nature and likelihood of an inference are dependent on the cues available at the time of decision making, and that some cues may exert a disproportionate influence on inference behavior. In several experiments in which subjects were presented with competing cues that implied different values of a missing attribute, we show that intuitive beliefs about the relationships between attributes are perceived as a particularly reliable basis for interattribute inference. Strong beliefs appear capable of superseding other compelling cues and may induce consumers to generate inferences spontaneously.

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BRONIARCZYK, Susan M. see Alba, Joseph W. (September 1994)

BURNKRANT, Robert E. see Unnava, H. Rao (December 1994)

BURTON, Scot see Netemeyer, Richard G. (March 1995)

C COUPEY, Eloise (1994), Restructuring: Constructive

Processing of Information Displays in Consumer Choice (June), 83-99.

This research examines the construction of information displays by consumers. This aspect of constructive processing, in which data may be transformed, edited, or inferred, is termed "restructuring." Subjects' notes and verbal protocols generated during a study are used to examine restructuring behavior when making choices among brands. These methods enable the examination of restructuring and its effect on evaluative processing throughout the course of making a choice. Results demonstrate that consumers do restructure, that restructuring is done in a contingent, opportunistic manner, and that restructuring may influence the type of choice heuristic used (e.g., alternative-based vs. attribute-based).

CRIPPS, John D. and Robert J. MEYER (1994), Heuristics and Biases in Timing the Replacement ofDurable Products (September), 304-318.

The process by which individuals make recurrent decisions about when to replace durable goods is examined. Two experiments are reported in which subjects play the role of purchasing agents who must repeatedly decide whether to keep a currently owned manufacturing device or replace it with a superior new one, given uncertainty about the future performance of new and currently owned machines. Replacement patterns are compared with those that would be predicted if subjects made decisions as rational economic agents, following the principles of optimal replacement theory. This comparison reveals a number of systematic departures from optimality that do not vanish with experience. Among these are a tendency to replace at a slower rate than would be predicted by normative theory and a tendency to weigh opportunity costs arising from obsolescence greater than those arising from product deterioration. In addition, subjects display a bias against making replacement purchases given short lapses of time since the previous replacement. The findings are interpreted in terms of known biases in decision making under uncertainty in dynamic and static settings.

CURRIM, Imran see Jacoby, Jacob (September 1994)

D DABHOLKAR, Pratibha A. (1994), Incorporating Choice

into an Attitudinal Framework: Analyzing Models of Mental Comparison Processes (June), 100-118.

Choice is introduced into attitudinal models, which traditionally have focused on nonchoice contexts. Four alternative models integrating the information-processing and attitudinal literatures are developed to represent different possible mental comparison processes leading to choice. It is proposed that consumers may compare beliefs about alternatives, or they may compare expectancy-value components, attitudes, or intentions, in order to choose between alternatives. The conditions under which each of these choice models is likely to be employed are discussed. For example, when facing few alternatives where one or more alternatives are somewhat unfamiliar and where beliefs about alternatives can be naturally grouped into a small number of salient dimensions, consumers

JOURNAL OF CONSUMER RESEARCH

are most likely to compare expectancy-value components across alternatives in order to make a choice. In a preliminary test of the proposed framework, the four alternative choice models are tested for a context that fits these specific conditions. A comparative analysis indicates that the Expectancy Comparison Model, which is conceptually appropriate for these conditions, also has the best fit with the data.

DEIGHTON, John and Kent GRAYSON (1995), Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus (March), 660-676.

We distinguish seduction from persuasion and other ways to draw consumers into exchange relationships. A legal case involving the prosecution of a mail fraud known as Chonda-Za is used to illustrate seduction, and the concept is defined in terms of social constructionist theory. We identify five stages in the unfolding ofa seduction and draw parallels and contrasts to the formation of a normal exchange relationship. We explore the enrollment stage in more detail and model it as a matter of inducing consumers to accept progressively more involving role agreements. The distinction between legitimate and illegitimate seduction is also examined.

DOWLING, Grahame R. and Richard STAELIN (1994), A Model of Perceived Risk and Intended Risk-handling Activity (June), 119-134.

On the basis of previous reviews of the perceived-risk concept, a model of risk perception and its effects on consumers' risk-handling behavior is formulated. Hypotheses derived from this model are empirically tested and indicate that, for the setting studied (women purchasing a dress), the intended use of risk-handling activity increases with higher levels of perceived risk. This relationship is more pronounced after the level of risk exceeds the individual's acceptable level of risk. Also of importance in determining the use of a risk-handling activity are the perceived benefit of the type of risk-handling activity and the consumer's inability to absorb a monetary loss.

E EREVELLES, Sunil see Unnava, H. Rao (December

1994)

F FEICK, Lawrence see Park, C. Whan (June 1994) FISCHER, Eileen see Arnold, Stephen J. (June 1994) FORNELL, Claes see Johnson, Michael D. (March 1995) FRIESTAD, Marian and Peter WRIGHT (1994), The

Persuasion Knowledge Model: How People Cope with Persuasion Attempts (June), 1-31.

In.theories and studies of persuasion, people's personal knowledge about persuasion agents' goals and tactics, and about how to skillfully cope with these, has been ignored. We present a model of how people develop and use persuasion knowledge to cope with persuasion attempts. We discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves. We also explain how this model relates to prior research on consumer behavior and persuasion and what it suggests about the future conduct of consumer research.

FRIESTAD, Marian see Boush, David M. (June 1994)

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VOLUME 21 AUTHOR INDEX

G GOTLIEB, Jerry see Grewal, Dhruv (June 1994) GOULD, Stephen J. (1995), Researcher Introspection as

a Method in Consumer Research: Applications, Issues, and Implications (March), 719-722.

GM YSON, Kent see Deighton, John (March 1995) GREGAN-PAXTON, Jennifer and Deborah Roedder

JOHN (1995), Are Young Children Adaptive Decision Makers? A Study of Age Differences in Information Search Behavior (March), 567-580.

How adaptive are young children as decision makers? Although similar questions have been raised frequently with regard to adult consumers, very little attention has been paid to the nature of consumer decision-making abilities in young children. The purpose of this article is to explore the emergence of adaptivity in young children's decision-making skills in the context of predecisional search behavior. This article specifically examines the extent to which young children are capable of adapting their search behavior to differing levels of search costs and benefits in the decision environment. We report results from two experiments, conducted with children aged four to seven years, in which we examined children's search activity in the context of a game called "house of prizes." The game involved making a choice between two "houses" that contained prizes hidden behind each "window." Children were allowed to search behind the windows to uncover the prizes prior to making their choices, with differing costs and benefits of doing so. Data regarding the extent of search conducted by children of different ages suggest that the ability to adapt emerges during the preschool years in a limited fashion and develops rapidly thereafter.

GREWAL, Dhruv, Jerry GOTLIEB, and Howard MARMORSTEIN (1994), The Moderating Effects of Message Framing and Source Credibility on the Price-perceived Risk Relationship (June), 145-153.

One factor that research has identified as a critical determinant of consumers' willingness to buy a new product or brand is the perceived risk associated with the purchase. Consequently, a better understanding of the factors affecting consumers' perceptions of the financial and performance risk entailed by the purchase of a new brand is of both theoretical and pragmatic importance. Previous research has suggested that a new product's price affects consumers' perceptions of risk. The current article extends and integrates previous research by proposing that the effect of price on consumers' perceptions of risk is moderated by two communication factors: message framing and source credibility. The results of an experiment support the predictions that the influence of price on consumers' perceptions of performance risk is greater when the message is framed negatively or the credibility of the source is low. In addition, the results support the prediction that the effect of price on consumers' perceptions of financial risk is greater when the message is framed positively.

GREWAL, Dhruv and Howard MARMORSTEIN (1994), Market Price Variation, Perceived Price Variation, and Consumers' Price Search Decisions for Durable Goods (December), 453-460.

Previous studies have consistently found that most consumers undertake relatively little prepurchase search for durable goods and do even less price-comparison shopping despite the reported importance of price to consumers' purchase decisions. This article proposes and tests two possible explanations for why consumers' willingness to engage in price search does not increase concomitantly with the price variation of durable goods. The first potential

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exp.l~ation, that consumers simply underestimate the market price va~atlOn,. was not supported. The second possible explanation, which buIlds upon Weber's law of psychophysics and Thaler's transaction utility theory, was supported. The data indicate that the psychological utility that a consumer derives from saving a fixed amount of money is inversely related to the price of the item. In this case, even if consumers believe that the price variation of more expensive items tends to be greater, their motivation to spend time in price-comparison shopping for these items may not increase as much as expected.

H HAST AK, Manoj see Park, Jong-Won (December 1994)

HAUGTVEDT, Curtis P., David W. SCHUMANN, Wendy L. SCHNEIER, and Wendy L. WARREN ( 1994), Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength (June), 176-189.

We argue that researchers need to move beyond the simple measure of attitude extremity to more clearly assess the impact of various advertising repetition strategies on consumer attitude. In study I, we show that different advertising variation strategies can lead to the development of equally positive attitudes, even though the basis of the attitudes is quite different. In study 2, we show that despite the appearance of equal effectiveness on the dimension~ of extremity, persistence, and confidence, type of advertising repetition strategy differentially influences the extent to which individuals resist change in the face of a counterpersuasive attack.

HAUGTVEDT, Curtis P. and Duane T. WEGENER (1994), Message Order Effects in Persuasion: An Attitude Strength Perspective (June), 205-218.

Contemporary research on attitude change processes is reviewed for implications regarding the relative influence of successive opposing messages on final judgments. Based on this review, extent of message relevant elaboration is offered as a moderator of primacy versus recency effects in prior research. Support for this view is derived from the ability to explain the results of previous studies and from two experiments in which message presentation order and personal relevance of the topic are manipulated in a factorial design. We find that situations that foster high levels of message elaboration lead to greater influence of an initial message on final judgments (a primacy effect) whereas situations that foster low levels of message relevant elaboration lead to greater influence of a second message on final judgments (a recency effect).

HETRICK, William P. and Hector R. LOZADA (1994) Construing the Critical Imagination: Comments and Necessary Diversions (December), 548-558.

The following article offers a critique of the "critical imagination" thesis espoused by Murray and Ozanne in a recent article published in the Journal of Consumer Research. Also provided is a commentary on the proposed utilization of the Frankfurt Circle version of critical theory as a groundwork for consumer research. The possibility of emancipatory action stemming from critical consumer research is broadly discussed. Diversions on these themes are offered as potential areas for theory building and for the formulation of alternative conceptions of critical consumer research.

HILL, Ronald Paul see Patterson, Maggie Jones (March 1995)

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J JACCARD, James J. see Jacoby, Jacob (September 1994) JACOBY, Jacob, James J. JACCARD, Imran CURRIM,

Alfred KUSS, Asim ANSARI, and Tracy TROUTMAN (1994), Tracing the Impact of Item-by-Item Information Accessing on Uncertainty Reduction (September), 291-303.

The impact of item-by-item information accessing on uncertainty reduction is studied under self-selected and researcher-constrained information accessing. Study I showed that, at both the aggregate and the individual level, sUbjective uncertainty reduction assumes several distinct patterns, with the dominant pattern conforming to an accelerating or linear power function. Study 2 revealed that different subjective-uncertainty-reduction patterns tend to be associated with within-options versus within-properties searches. Implications of the findings and the procedure are discussed.

JOHN, Deborah Roedder see Gregan-Paxton, Jennifer (March 1995)

JOHNSON, Michael D., Eugene W. ANDERSON, and Claes FORNELL (1995), Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework (March), 695-707.

This article develops and tests alternative models of market-level expectations, perceived product performance, and customer satisfaction. Market performance expectations are argued to be largely rational in nature yet adaptive to changing market conditions. Customer satisfaction is conceptualized as a cumulative construct that is affected by market expectations and performance perceptions in any given period and is affected by past satisfaction from period to period. An empirical study that supports adaptive market expectations and stable market satisfaction using data from the Swedish Customer Satisfaction Barometer is reported.

K KAL Y ANARAM, Gurumurthy and John D. C. LITTLE

(1994), An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods (December),408-418.

Scanner panel data analyses for sweetened and unsweetened drink categories (with four brands in each) support the presence of a region of price insensitivity around a reference price. The analyses also suggest that consumers with higher average reference price have a wider latitude of price acceptance. Consumers with a higher frequency of purchase (i.e., shorter average interpurchase time interval) are found to have a narrower latitude of price acceptance, because they are more aware of the range of price distributions. Finally, consumers with a higher average brand loyalty have a wider latitude of price acceptance, demonstrating greater tolerance of price fluctuations.

KOVER, Arthur J. (1995), Copywriters' Implicit Theories of Communication: An Exploration (March), 596-611.

Advertising copywriters, in common with other craftspeople, seemingly work without theories, even though their work exhibits insights about consumer motivation and behavior. This research explored the existence of implicit theories of communication among a sample of copywriters. The findings indicated that copywriters do articulate a common set of informal theories that are based on perceptions of the writing of advertising as an internal dialogue. Aspects of these implicit theories differ from many assumptions


and findings of current formal theories of advertising. These differences exist in the areas of the nature of affect toward advertising, the nature of the connection between advertising and the brand advertised, and involvement with the advertising message. These implicit theories form the basis for suggesting changes in understanding copywriters' work and for academic and applied research on advertising and marketing.

~USS, Alfred see Jacoby, Jacob (September 1994)

L LACHER, Kathleen T. and Richard MIZERSKI (1994),

An Exploratory Study of the Responses and Relationships Involved in the Evaluation of, and in the Intention to Purchase New Rock Music (September), 366-380.

Recorded music is a multibillion dollar industry, yet little consumer research has addressed the decision-making process behind its purchase. This study examined the responses new rock music creates in the listener and how those responses influenced the intention to later buy the music. Experimental findings revealed that the sensorial, emotional, imaginal, and analytical responses to music all had direct effects on the affective and experimential responses, which in tum influenced purchase intention. The strongest indicator of purchase intention was the need to reexperience the music. Liking the music (e.g., affective response) was not as strong an indicator of purchase intention as was the experimental response, which measures the music's ability to create an absorbing experience.

LECLERC, France see Russo, J. Edward (September 1994)

LICHTENSTEIN, Donald R. see Netemeyer, Richard G. (March 1995)

LITTLE, John D. C. see Kalyanaram, Gurumurthy (December 1994)

LOCANDER, William B. see Thompson, Craig J. (December 1994)

LOZADA, Hector R. see Hetrick, William P. (December 1994)

LYNCH, John G., Jr. see Mitra, Anusree (March 1995) LYNCH, John G., Jr. see Sawyer, Alan G. (March 1995) LYNCH, John G., Jr. see Wright, Alice A. (March 1995)

M MACKLIN, M. Carole (1994), The Impact of Audiovisual

Information on Children's Product-related Recall (June), 154-164.

The research addresses the question of when children use visuals to improve their memory performance. In two studies, preschoolers and school-age children were found to encode information most effectively when the visual information was complete and overlapped the audio message. School-age children (seven and eight years old) were also found to recall target information in response to partial visuals paired with audio tracks. However, preschoolers (three, four, and five years old) succeeded in their recall only when complete visuals overlapped the audio information. The findings suggest that younger children's difficulties in encoding partial information can be traced to common types of processing deficits. In addition, the second study tested whether a "visual superiority effect" would be evidenced. Children who only heard and children

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who only saw the information (auditory or visual) performed equally well. This suggests that the critical element in children's processing is the comprehensibility of the information presented, rather than the modality per se.

MAHESW ARAN, Durairaj (1994), Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations (September), 354-365.

This research identifies consumer expertise and the type of attribute information as moderating the effects of country of origin on product evaluations. When attribute information was unambiguous, experts based their evaluations on attribute strength, whereas novices relied on country of origin. When attribute information was ambiguous, both experts and novices used country of origin in evaluations. Also, experts and novices used country of origin differently in evaluations. Experts used country of origin to selectively process and recall attribute information, whereas novices used it to differentially interpret subsequent attribute information. The findings are discussed within the framework of stereotyping.

MALOY, Kate see Patterson, Maggie Jones (March 1995) MARMORSTEIN, Howard see Grewal, Dhruv (June

1994) MARMORSTEIN, Howard see Grewal, Dhruv (Decem-

ber 1994) MAZIS, Michael B. see Morris, Louis A. (June 1994) MEYER, Robert J. see Cripps, John D. (September 1994) MEYERS-LEVY, Joan see Peracchio, Laura A. (June

1994)

MITRA, Anusree and JollA G. LYNCH, Jr. (1995), Toward a Reconciliation of Market Power and Information Theories of Advertising Effects on Price Elasticity (March), 644-659.

Prior work on the economic effects of advertising has presented conflicting views. Some authors have suggested that advertising creates market power by artificially differentiating brands and thereby lowering price elasticity. Others have viewed advertising as an efficient source of information about the existence of substitutes, arguing that advertising increases price elasticity. The present research proposes a unifying theoretical model in which advertising affects price elasticity through its influence on two mediating constructs: the size of the consideration set and the relative strength of preference. Pretests I and 2 examine the effects of advertising on these two constructs. Results from the main experiment show that, in accordance with the theoretical framework, the same advertisements that increased price elasticity in some decision environments decreased it in others.

MIZERSKI, Richard see Lacher, Kathleen T. (September 1994)

MORRIS, Louis A., John L. SWASY, and Michael B. MAZIS (1994), Accepted Risk and Alcohol Use during Pregnancy (June), 135-144.

Risk perceptions have been employed to understand consumers' use of hazardous products. However, there has been little research linking risk perceptions to actual product use (i.e., risk acceptance). This study examined risk perceptions and alcoholic beverage consumption of 409 women during pregnancy. The survey included a variety of demographic, information search, risk perception, and attitudinal measures. Compared to abstainers, women who continued to drink during pregnancy were less likely to view consuming alcohol in moderation as risky and were less likely to believe that consuming alcohol during pregnancy would harm the unborn child.

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Drinkers were also older and had less difficulty getting pregnant than abstainers.

MOTHERSBAUGH, David L. see Park, C. Whan (June 1994)

MURRAY, Jeff B., Julie L. OZANNE, and Jon M. SHAPIRO (1994), Revitalizing the Critical Imagination: Unleashing the Crouched Tiger (December), 559-566.

The purpose of this article is to further the "critical imagination project" that we began in 1991. The goal of this project has always been to inspire researchers to engage in action-oriented programs of research aimed at improving society and the lives of consumers. On the basis of a dialogue with Hetrick and Lozada's thoughtful work, we suggest that the critical imagination project can still empower both consumers and consumer researchers. Toward this end, we respond to four important issues: First, what is a reasonable interpretation of critical theory? Second, does an accurate interpretation of critical theory necessarily involve a capitalist critique? Third, what are the core ideas of critical theory? And finally, what kinds of methods will justify a critical theory?

N NETEMEYER, Richard G., Scot BURTON, and Donald

R. LICHTENSTEIN (1995), Trait Aspects of Vanity: Measurement and Relevance to Consumer Behavior (March),612-626.

In this article, trait aspects of vanity are defined and scales measuring these aspects are developed. Extensive validation procedures are employed, including assessing the relationships between the vanity scales and numerous consumer-related attitudes and behaviors. Five studies, encompassing seven samples, are reported. Studies related the vanity measures to various constructs and behaviors for samples that included individuals selected for Who's Who in America. players from a nationally ranked NCAA Division I football team, professional fashion models, and samples from the general population.

o OZANNE, Julie L. see Murray, JeffB. (December 1994)

P PAN, Yigang see Schmitt, Bernd H. (December 1994) PARK, C. Whan, David L. MOTHERSBAUGH, and

Lawrence FEICK (1994), Consumer Knowledge Assessment (June), 71-82.

The results of studies reported in this article suggest that productrelated experience has a greater influence on self-assessed knowledge judgments than does stored product class information and that this greater influence is due to greater accessibility in memory. In addition, stored product class information was found to be a more important determinant of objective than self-assessed knowledge, while product-related experience was a more important determinant of self-assessed than objective knowledge. We discuss implications of these results for the relationship between self-assessed and objective knowledge and for future research involving consumer knowledge constructs.

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PARK, Jong-Won and Manoj HASTAK (1994), Memory-based Product Judgments: Effects ofInvolvement at Encoding and Retrieval (December), 534-547.

Two experiments investigated the proposition that memory retrieval is affected by consumer involvement with a product at the time product information is first received as well as when a memorybased judgment is formed. Results suggest that involvement at the time of a memory-based judgment increases the intensity of search for judgment-relevant information in memory. Further, subjects seemed to base their memory-based judgment on a prior evaluation (stored in memory) when involvement was either low at the time of memory-based judgment or high both at the time of this judgment and when the prior evaluation was formed. In contrast, subjects recalled (and presumably used) specific product information when their level of involvement at the time of judgment increased relative to when the prior evaluation was constructed. These findings are consistent with the cognitive economy principle. Implications for the role of memory in product judgment and evaluation are discussed.

PATTERSON, Maggie Jones, Ronald Paul HILL, and Kate MALOY (1995), Abortion in America: A Consumer-Behavior Perspective (March), 677-694.

Abortion is the most frequently performed surgical procedure in this country, yet its provision to consumers remains one of the most contentious issues within our society. The purpose of this article is to broaden our understanding of this problem by examining abortion from a consumer-behavior perspective. The phenomenological study described in this article revealed that (I) a wide gap exists between the language of the public debate and that of private decision making, (2) the language of private decision making reflects a moral standard used frequently by women yet virtually ignored in the public debate, and (3) women who take charge of their own decisions cope better with the emotional aftermath, whether their decision is for birth or for abortion. The article closes with a discussion of policy implications that arise from this feminist look at the abortion dilemma as well as broader implications for consumer behavior.

PENALOZA, Lisa (1994), Atravesando Fronteras/Border Crossings: A Critical Ethnographic Exploration of the Consumer Acculturation of Mexican Immigrants (June), 32-54.

This article critically examines the consumption experiences of Mexican immigrants in the United States. An empirical model of Mexican immigrant consumer acculturation is derived that consists of movement, translation, and adaptation processes leading to outcomes of assimilation, maintenance, resistance, and segregation. By drawing attention to the ways in which international movements of people, companies, and products intersect within existing subcultural relations, this research provides a more satisfactory account of the complex dynamic processes through which Mexican immigrants adapt to the consumer environment in the United States.

PECHMANN, Cornelia and S. RA TNESHW AR (1994), The Effects of Antismoking and Cigarette Advertising on Young Adolescents' Perceptions of Peers Who Smoke (September), 236-251.

Prior research suggests that young adolescents' perceptions of smokers are strongly associated with smoking initiation. Thus, we experimentally investigated the effects of antismoking and cigarette advertising on nonsmoking youths' perceptions (evaluative judgments) of a peer who smokes. Results suggest that exposure to the antismoking ads made salient our seventh-grade subjects' preexisting beliefs that smokers foolishly endanger their health, which resulted in even less favorable evaluations of the smoker's common sense and personal appeal. Further, unlike subjects who saw un-


related (control) ads, those who saw the antismoking ads judged the smoker to be relatively immature and unglamorous. Exposure to the cigarette ads did not significantly affect scale ratings of, but resulted in more favorable thoughts about, the smoker.

PERACCHIO, Laura A. and Joan MEYERS-LEVY (1994), How Ambiguous Cropped Objects in Ad Photos Can Affect Product Evaluations (June), 190-204.

Research in both the consumer and aesthetics literatures suggests that the ambiguity created by a cropped or incomplete object may prompt people to seek closure by supplying the missing part. In tum, this process of resolving the ambiguity can enhance affect. Applying this notion to advertisements, a study is reported that examines whether and when severe cropping of key objects in ads will influence people's product evaluations. The results indicate that severe cropping of objects in ads can enhance product evaluations if people are sufficiently motivated to complete the cropped object and the cropped object does not impede people's attempts to verify the ad claims.

PETERSON, Robert A. (1994), A Meta-analysis ofCronbach's Coefficient Alpha (September), 381-391.

Despite some limitations, Cronbach's coefficient alpha remains the most widely used measure of scale reliability. The purpose of this article was to empirically document the magnitudes of alpha c~fficients obtained in behavioral research, compare these obtained values with guidelines and recommendations set forth by individuals such as Nunnally (1967, 1978), and provide insights into research design characteristics that may influence the size of coefficient alpha. Average reported alpha coefficients ranged from .70 for values and beliefs to .82 for job satisfaction. With few exceptions, there were no substantive relationships between the magnitude of coefficient alpha and the research design characteristics investigated.

POLLIO, Howard R. see Thompson, Craig J. (December 1994)

R RA TNESHW AR, S. see Pechmann, Cornelia (September

1994) RICHINS, Marsha L. (1994), Special Possessions and the

Expression of Material Values (December), 522-533.

Possessions often reveal characteristics of their owners. This research examines the important possessions of consumers low and high in materialism to assess the extent to which these possessions express their owners' material values. Two aspects of the expression of values were examined-characterization, in which possessions embody aspects of their owner's values, and communication, in which possessions serve to signal the owner's values to others. Three studies are reported; they demonstrate that material values are characterized in the type of possessions valued and in the private and public meanings of these possessions. The data also show that a person's material values can be communicated through socially constructed stereotypes about possessions and about the relationship between possessions and their owners. In addition, study findings suggest that low-materialism consumers have an orientation that emphasizes both the interpersonal/symbolic value and the hedonic potential of possessions; the orientation toward possessions of those high in materialism seems to emphasize more utilitarian as well as appearance and status concerns.

RICHINS, Marsha L. (1994), Valuing Things: The Public and Private Meanings of Possessions (December), 504-521.

Consumers own objects for the value they provide. This article argues that the value of possessions resides in their meanings and

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further makes a distinction between the public and private meanings of possessions. The nature of these meanings is elaborated, and three studies are described that assess the public and private meanings of the possessions consumers value most. Similarities and differences between the two sorts of meaning are examined, and implications of meaning for the understanding of consumer behavior are discussed.

ROSE, Gregory M. see Boush, David M. (June 1994)

RUSSO, J. Edward and France LECLERC (1994), An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables (September), 274-290.

The nature of the choice process for commonly purchased nondurables was examined by tracking eye fixations in a laboratory simulation of supermarket shelves. The observed process contains three stages that were interpreted as (I) orientation, (2) evaluation, and (3) verification. Orientation consisted of an overview of the proof display, although some initial screening out of alternatives also occurred. The evahiation stage, the longest by far, was dominated by direct comparisons between two or three alternative products. The last stage, devoted to verification of tentatively chosen brand-size, mainly examined alternatives with few or no previous fixations. Greater familiarity with a product category led to a choice process that was shorter and that focused on fewer alternatives, but these effects were confined to the evaluation stage. The findings are fully compatible with the general view that the choice process is constructed to adapt to the immediate purchase environment.

s SAWYER, Alan G., John G. LYNCH, Jr., and David L.

BRINBERG (1995), A Bayesian Analysis of the Information Value of Manipulation and Confounding Checks in Theory Tests (March), 581-595.

Past discussions of manipulation checks and related measures have produced disagreement about their role in tests of theoretical explanations of consumer behavior. We use a Bayesian analysis to examine what such measures contribute to researchers' beliefs about competing theories and suggest when and why manipulation and confounding checks add to the ability to differentiate among alternative theoretical explanations of empirical results. We first focus on the case in which a statistically significant between-group difference on the dependent variable is augmented by information from a single indicator of the intended manipulation and a single indicator of a possible confound. We then examine the implications of multiple indicators and the use of a Bayesian analysis of continuous effect sizes.

SCHMITT, Bernd H., Yigang PAN, and Nader T. TAV ASSOLI (1994), Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English (December), 419-431.

Languages of the Asia-Pacific region, such as Chinese, are based on ideographic writing systems which are radically different from the alphabetic systems used in Western languages, such as English. We propose that structural differences between Chinese and English affect mental representations which, in tum, influence consumer memory of verbal information. Specifically, unaided brand recall should be differentially affected in Chinese and English when it is spoken compared with when it is written. Furthermore, recognition should be differentially affected in Chinese and English when brand names are learned auditorily compared with when they are learned visually. Results of a cross-cultural experiment conducted in China and in the United States confirm predictions for unaided brand recall and partially confirm predictions for recognition.

729

SCHNEIER, Wendy L. see Haugtvedt, Curtis P. (June 1994)

SCHUMANN, David W. see Haugtvedt, Curtis P. (June 1994)

SCOTT, Linda M. (1994), The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research (December), 461-480.

Consumer research on advertising response has gradually separated the act of reading an ad from the acquisition of brand information. Because the advertising text is the pathway through which brand information is accessed, current models truncate the process that leads to response in a way that distorts our view of both advertising and the mind that reads it. This author proposes that reader-response theory would help researchers study the process of reading as an essential link between advertising text and consumer response. Reader-response theory is a movement within literary criticism that emphasizes the study of reading over formal textual analysis.

SCOTT, Linda M. (1994), Images in Advertising: The Need for a Theory of Visual Rhetoric (September), 252-273.

In this article, past consumer research dealing with advertising images is analyzed and critiqued for its underlying assumption: that pictures are reflections of reality. The case against this assumption is presented, and an alternative view, in which visuals are a convention-based symbolic system, is formulated. In this alternative view, pictures must be cognitively processed, rather than absorbed peripherally or automatically. The author argues that current conceptualizations of advertising images are incommensurate with what ads are really like, and that many images currently dismissed as affect laden or information devoid are, in fact, complex figurative arguments. A new theoretical framework for the study of images is advanced in which advertising images are a sophisticated form of visual rhetoric. The process of consumer response implied by the new framework differs radically from past concepts in many ways, but also suggests new ways to approach questions currently open in the literature on the nature and processing of imagery. A pluralistic program for studying advertising pictures as persuasion is outlined.

SHAPIRO, Jon M. see Murray, JeffB. (December 1994)

SHIMP, Terence A. see Alba, Joseph W. (September 1994)

SPIGGLE, Susan (1994), Analysis and Interpretation of Qualitative Data in Consumer Research (December), 491-503.

This article presents a framework for thinking about the fundamental activities of inference-data analysis and interpretationby researchers using qualitative data. I contrast these two activities. For analysis I describe seven operations: categorization, abstraction, comparison, dimensionalization, integration, iteration, and refutation. For interpretation I suggest metaphor and other literary devices as models for understanding the meanings of others, identifying patterns in these meanings, and representing how systems of meanings reproduce culture. The purpose of these descriptions is to suggest a vocabulary for and stimulate discussion about how researchers using qualitative analytical techniques arrive at conclusions and make sense of data.

ST AELIN, Richard see Dowling, Grahame R. (June 1994)

SWASY, John L. see Morris, Louis A. (June 1994)

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730

T TALPADE, Salil see Beatty, Sharon E. (September 1994) T A V ASSOLI, Nader T. see Schmitt, Bernd H. (December

1994) THOMPSON, Craig J., Howard R. POLLIO, and William

B. LOCANDER (1994), The Spoken and the Unspoken: A Hermeneutic Approach to Understanding the Cultural Viewpoints That Underlie Consumers' Expressed Meanings (December), 432-452.

This article draws on the philosophical concept of the hermeneutical circle to explore the cultural viewpoints that underlie the meanings expressed by consumers. Phenomenological interviews were conducted with adult female consumers. The interviews are interpreted first by the identification of an exemplary image or event that we describe as a symbolic metaphor. We show that these symbolic metaphors highlight key personal meanings that each participant ascribed to her consumer experiences. We then use a hermeneutic logic known as intertextual analysis to show that these personal meanings reflect more general cultural viewpoints that are implicitly conveyed in language. These intertextual interpretations offer insights into the sociocultural meanings that underlie skeptical, nostalgic, and pragmatic consumer orientations. A concluding discussion is given to key implications and areas for future research that follow from this hermeneutic approach.

TROUTMAN, Tracy see Jacoby, Jacob (September 1994)

U UNNA VA, H. Rao, Robert E. BURNKRANT, and Sunil

EREVELLES (1994), Effects of Presentation Order and Communication Modality on Recall and Attitude (December), 481-490.

Previous consumer research has attributed differences in persuasion between communication modes (e.g., audio vs. print) to differences in the audience's control over the pace of argument presentation. It is argued in this article that communication modes also differ in the extent to which argument order is an important determinant of persuasion. The results of two studies show that, while order of argument presentation affects persuasion with audic messages, order is llnimportant with print messages. These differences appear to be due to a first-in-first-out retrieval strategy employed in response to audio presentations but not in response to visual presentations. Implications of the research for understanding how consumers process messages and how to develop effective communications are discussed.

URBANY, Joel E. see Alba, Joseph W. (September 1994)

W WARREN, Wendy L. see Haugtvedt, Curtis P. (June

1994) WEBSTER, Cynthia (1994), Effects of Hispanic Ethnic

Identification on Marital Roles in the Purchase Decision Process (September), 319-331.

The research reported in this article investigated the relationship between Hispanic ethnic identification and marital roles as couples proceed through the purchase decision process. Significant differences were found among the Hispanic ethnic identification groups in most of the decision stages for a variety of product categories, even after the effects of social class and length of marriage were removed. The findings of this study revealed a significant positive


relationship between ethnic identification and husband dominance in decision making. However, because ethnic identification and product class interact with role specialization and relative influence in decision making, generalizations cannot be made about Hispanic marital roles in the decision-making process. Furthermore, the effect of ethnic identification on marital roles in decision making interacts with the phase of the purchase decision process.

WEGENER, Duane T. see Haugtvedt, Curtis P. (June 1994)

WERNERFELT, Birger (1995), A Rational Reconstruction of the Compromise Effect: Using Market Data to Infer Utilities (March), 627-633.

This article explores the possibility that consumers use market data to make inferences about product utilities. The argument is made by means of an example based on the "compromise effect" found in extant experimental data. This phenomenon is generally looked at as a manifestation of deviations from rationality in choice. However, assuming full rationality, I describe a decision rule that is based on consumers' inferences about their personal valuation of alternatives from the portfolio of market offerings and some information about their own relative tastes. Through a number of examples, I will argue that consumers often use this or similar decision rules to make inferences about utility. I then show that the decision rule may generate compromise effects in experiments and that it may be sustainable. The compromise effect could therefore be seen as preliminary evidence that consumers make such inferences.

WRIGHT, Alice A. and John G. LYNCH, Jr. (1995), Communication Effects of Advertising versus Direct Experience When both Search and Experience Attributes Are Present (March), 708-718.

Previous research has predicted that direct product experience will be superior to advertising in communicating information about products. In experiment 1 of the present study, claims about search attributes were better recognized and beliefs about search attributes were more accessible and more confidently held after exposure to ads in comparison with direct experience of two inexpensive packaged products. Experiment 2 replicated the above effects on claim recognition, belief accessibility, and confidence for two consumer durables under low-involvement conditions. It also showed that search attributes were more frequently mentioned and were rated as more important after exposure to advertising than after direct experience; the opposite was true for experience attributes. These effects on frequency of mention and attribute importance were significantly weaker under high-involvement than under low-involvement conditions.

WRIGHT, Peter see Friestad, Marian (June 1994)

y Y ADA V, Manjit S. (1994), How Buyers Evaluate Product

Bundles: A Model of Anchoring and Adjustment (September), 342-353.

Bundling, the joint offering of two or more items, is a common selling strategy, yet little research has been conducted on buyers' evaluation of bundle offers. We developed and tested a model of bundle evaluation in which buyers anchored their evaluation on the item perceived as most important and then made adjustments on the basis of their evaluations of the remaining bundle items. The results of two computerized laboratory experiments suggested that people tend to examine bundle items in a decreasing order of perceived importance and make adjustments to form their overall evaluation of the bundle.

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Volume 21 Subject Index

Advertising Effects Boush, Friestad, and Rose Friestad and Wright Haugtvedt et al. Macklin Mitra and Lynch Park and Hastak Pechmann and Ratneshwar Peracchio and Meyers-Levy Scott Scott Wright and Lynch

Affect and Emotion Lacher and Mizerski

Alcohol and Drug Research Morris, Swasy, and Mazis Pechmann and Ratneshwar

Attitudes Boush, Friestad, and Rose Dabholkar Haugtvedt et al. Haugtvedt and Wegener Maheswaran Park and Hastak

Attribution Theory and Self-Perception Kalyanaram and Little Park, Mothersbaugh, and Feick

Brand/Product Positioning Schmitt, Pan, and Tavassoli

Categorization Maheswaran

Causal Modeling Dabholkar Lacher and Mizerski

Child and Adolescent Consumers Beatty and Talpade Boush, Friestad, and Rose Gregan-Paxton and John

Macklin Pechmann and Ratneshwar

Choice Models Dabholkar Kalyanaram and Little

Cognitive Elaboration Broniarczyk and Alba

Cognitive Response Scott

Communications Boush, Friestad, and Rose Friestad and Wright Haugtvedt et al. Haugtvedt and Wegener Morris, Swasy, and Mazis Schmitt, Pan, and Tavassoli

Scott Scott Unnava, Burnkrant, and Erevelles Wright and Lynch

Volume/Issue/Page

21 (June 1994) 165 21 (June 1994) 1 21 (June 1994) 176 21 (June 1994) 154 21 (Mar. 1995) 644 21 (Dec. 1994) 534 21 (Sept. 1994) 236 21 (June 1994) 190 21 (Sept. 1994) 252 21 (Dec. 1994) 461 21 (Mar. 1995) 708

21 (Sept. 1994) 366

21 (June 1994) 135 21 (Sept. 1994) 236

21 (June 1994) 165 21 (June 1994) 100 21 (June 1994) 176 21 (June 1994) 205 21 (Sept. 1994) 354 21 (Dec. 1994) 534

21 (Dec. 1994) 408 21 (June 1994) 71

21 (Dec. 1994) 419

21 (Sept. 1994) 354

21 (June 1994) 100 21 (Sept. 1994) 366

21 (Sept. 1994) 332 21 (June 1994) 165 21 (Mar. 1995) 567 21 (June 1994) 154 21 (Sept. 1994) 236

21 (June 1994) 100 21 (Dec. 1994) 408

21 (Dec. 1994) 393

21 (Dec. 1994) 461

21 (June 1994) 165 21 (June 1994) 1 21 (June 1994) 176 21 (June 1994) 205 21 (June 1994) 135 21 (Dec. 1994) 419 21 (Sept. 1994) 252 21 (Dec. 1994) 461 21 (Dec. 1994) 481 21 (Mar. 1995) 708

731

Conjoint Analysis Dowling and Staelin

Consumer Behavior Theory Friestad and Wright Spiggle

Consumer Education and Information Pechmann and Ratneshwar

Consumer Expertise Friestad and Wright Maheswaran Park, Mothersbaugh, and Feick

Consumer Satisfaction/Dissatisfaction Johnson, Anderson, and Fornell

Consumer Socialization Boush, Friestad, and Rose

Critical Theory Arnold and Fischer Hetrick and Lozada Murray, Ozanne, and Shapiro

Cross-Cultural Research Penaloza Schmitt, Pan, and Tavassoli Webster

Deceptive Advertising Deighton and Grayson

Economic Analysis Johnson, Anderson, and Fornell Wernerfelt

Ethnography Kover Penaloza Spiggle

Family Decision Making Beatty and Talpade Webster

Feminism in Consumer Research Patterson, Hill, and Maloy

Health Care Research Morris, Swasy, and Mazis Patterson, Hill, and Maloy

Hedonic Consumption Lacher and Mizerski

Hermeneutics Arnold and Fischer Thompson, Pollio, and Locander

Heuristics and Biases Cripps and Meyer Yadav

Imagery Scott

Inference Processes Alba et al. Broniarczyk and Alba Coupey Peracchio and Meyers-Levy Sawyer, Lynch, and Brinberg

21 (June 1994) 119

21 (June 1994) 1 21 (Dec. 1994) 491

21 (Sept. 1994) 236

21 (June 1994) 1 21 (Sept. 1994) 354 21 (June 1994) 71

21 (Mar. 1995) 695

21 (June 1994) 165

21 (June 1994) 55 21 (Dec. 1994) 548 21 (Dec. 1994) 559

21 (June 1994) 32 21 (Dec. 1994) 419 21 (Sept. 1994) 319

21 (Mar. 1995) 660

21 (Mar. 1995) 695 21 (Mar. 1995) 627

21 (Mar. 1995) 596 21 (June 1994) 32 21 (Dec. 1994) 491

21 (Sept. 1994) 332 21 (Sept. 1994) 319

21 (Mar. 1995) 677

21 (June 1994) 135 21 (Mar. 1995) 677

21 (Sept. 1994) 366

21 (June 1994) 55 21 (Dec. 1994) 432

21 (Sept. 1994) 304 21 (Sept. 1994) 342

21 (Sept. 1994) 252

21 (Sept. 1994) 219 21 (Dec. 1994) 393 21 (June 1994) 83 21 (June 1994) 190 21 (Mar. 1995) 581

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732 JOURNAL OF CONSUMER RESEARCH

Information Acquisition Multiattribute Models Jacoby et al. 21 (Sept. 1994) 291 Dabholkar 21 (June 1994) 100

Yadav 21 (Sept. 1994) 342 Information Processing

New Products Alba et al. 21 (Sept. 1994) 219 Broniarczyk and Alba 21 (Dec. 1994) 393 Cripps and Meyer 21 (Sept. 1994) 304 Macklin 21 (June 1994) 154 Lacher and Mizerski 21 (Sept. 1994) 366

Maheswaran 21 (Sept. 1994) 354 Perceived Risk Park and Hastak 21 (Dec. 1994) 534 Dowling and Staelin 21 (June 1994) 119 Peracchio and Meyers-Levy 21 (June 1994) 190 Grewal, Gotlieb, and Marmorstein 21 (June 1994) 145 Unnava, Burnkrant, and Erevelles 21 (Dec. 1994) 481 Jacoby et al. 21 (Sept. 1994) 291 Wright and Lynch 21 (Mar. 1995) 708 Morris, Swasy, and Mazis 21 (June 1994) 135

Information Search Perceptions and Preferences Gregan-Paxton and John 21 (Mar. 1995) 567 Cripps and Meyer 21 (Sept. 1994) 304

Grewal and Marmorstein 21 (Dec. 1994) 453 Richins 21 (Dec. 1994) 504

Russo and Leclerc 21 (Sept. 1994) 274 Richins 21 (Dec. 1994) 522 Yadav 21 (Sept. 1994) 342

Information Utilization in Judgment Personality Baumgartner 21 (Mar. 1995) 634 Netemeyer, Burton, and Lichtenstein 21 (Mar. 1995) 612

Interpretive Research Persuasion Kover 21 (Mar. 1995) 596 Alba et al. 21 (Sept. 1994) 219

Introspection Deighton and Grayson 21 (Mar. 1995) 660 Friestad and Wright 21 (June 1994) 1

Gould 21 (Mar. 1995) 719 Haugtvedt et al. 21 (June 1994) 176

Involvement Haugtvedt and Wegener 21 (June 1994) 205 Dowling and Staelin 21 (June 1994) 119 Kover 21 (Mar. 1995) 596 Haugtvedt and Wegener 21 (June 1994) 205 Scott 21 (Dec. 1994) 461 Park and Hastak 21 (Dec. 1994) 534 Unnava, Burnkrant, and Erevelles 21 (Dec. 1994) 481 Wright and Lynch 21 (Mar. 1995) 708

Philosophy of Science Judgment and Decision Making Arnold and Fischer 21 (June 1994) 55

Broniarczyk and Alba 21 (Dec. 1994) 393 Gould 21 (Mar. 1995) 719 Coupey 21 (June 1994) 83 Hetrick and Lozada 21 (Dec. 1994) 548 Cripps and Meyer 21 (Sept. 1994) 304 Murray, Ozanne, and Shapiro 21 (Dec. 1994) 559 Dabholkar 21 (June 1994) 100 Sawyer, Lynch, and Brinberg 21 (Mar. 1995) 581 Dowling and Staelin 21 (June 1994) 119 Physiological Research Gregan-Paxton and John 21 (Mar. 1995) 567

Russo and Leclerc 21 (Sept. 1994) 274 Jacoby et al. 21 (Sept. 1994) 291 Park and Hastak 21 (Dec. 1994) 534 Picture Effects in Advertising Russo and Leclerc 21 (Sept. 1994) 274 Peracchio and Meyers-Levy 21 (June 1994) 190

Sawyer, Lynch, and Brinberg 21 (Mar. 1995) 581 Possessions Thompson, Pollio, and Locander 21 (Dec. 1994) 432 Richins 21 (Dec. 1994) 504 Wernerfelt 21 (Mar. 1995) 627 Richins 21 (Dec. 1994) 522 Yadav 21 (Sept. 1994) 342

Postpositivism Knowledge Assessment Arnold and Fischer 21 (June 1994) 55

Park, Mothersbaugh, and Feick 21 (June 1994) 71 Gould 21 (Mar. 1995) 719 Hetrick and Lozada 21 (Dec. 1994) 548

Language Murray, Ozanne, and Shapiro 21 (Dec. 1994) 559 Schmitt, Pan, and Tavassoli 21 (Dec. 1994) 419 Patterson, Hill, and Maloy 21 (Mar. 1995) 677

Learning Penaloza 21 (June 1994) 32

Alba et al. 21 (Sept. 1994) 219 Scott 21 (Sept. 1994) 252 Unnava, Burnkrant, and Erevelles 21 (Dec. 1994) 481 Spiggle 21 (Dec. 1994) 491

Thompson, Pollio, and Locander 21 (Dec. 1994) 432 Market Segmentation

Webster 21 (Sept. 1994) 319 Preference Judgments Mitra and Lynch 21 (Mar. 1995) 644

Materialism Price Promotion Richins 21 (Dec. 1994) 522 Grewal, Gotlieb, and Marmorstein 21 (June 1994) 145

Memory Price Research Baumgartner 21 (Mar. 1995) 634 Alba et al. 21 (Sept. 1994) 219 Park and Hastak 21 (Dec. 1994) 534 Baumgartner 21 (Mar. 1995) 634 Schmitt, Pan, and Tavassoli 21 (Dec. 1994) 419 Grewal, Gotlieb, and Marmorstein 21 (June 1994) 145 Unnava, Burnkrant, and Erevelles 21 (Dec. 1994) 481

Grewal and Marmorstein 21 (Dec. 1994) 453 Modality Effects Kalyanaram and Little 21 (Dec. 1994) 408

Unnava, Burnkrant, and Erevelles 21 (Dec. 1994) 481 Yadav 21 (Sept. 1994) 342

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VOLUME 21 SUBJECT INDEX 733

Product and Brand Choice Situation/Context Effects Broniarczyk and Alba 21 (Dec. 1994) 393 Kalyanaram and Little 21 (Dec. 1994) 408 Coupey 21 (June 1994) 83 Wernerfelt 21 (Mar. 1995) 627 Cripps and Meyer 21 (Sept. 1994) 304

Sociological Analysis Russo and Leclerc 21 (Sept. 1994) 274 Deighton and Grayson 21 (Mar. 1995) 660

Product Quality Thompson, Pollio, and Locander 21 (Dec. 1994) 432 Johnson, Anderson, and Fornell 21 (Mar. 1995) 695 Source Credibility

Psychometric Issues Grewal, Gotiieb, and Marmorstein 21 (June 1994) 145 Netemeyer, Burton, and Lichtenstein 21 (Mar. 1995) 612 Stereotypes Peterson 21 (Sept. 1994) 381 Maheswaran 21 (Sept. 1994) 354

Public Policy Symbolic Consumer Behavior Patterson, Hill, and Maloy 21 (Mar. 1995) 677 Penaloza 21 (June 1994) 32 Pechmann and Ratneshwar 21 (Sept. 1994) 236 Richins 21 (Dec. 1994) 504

Relationship Marketing Richins 21 (Dec. 1994) 522 Scott 21 (Sept. 1994) 252

Deighton and Grayson 21 (Mar. 1995) 660 Spiggle 21 (Dec. 1994) 491

Retailing Thompson, Pollio, and Locander 21 (Dec. 1994) 432 Grewal and Marmorstein 21 (Dec. 1994) 453 Time

Scaling Grewal and Marmorstein 21 (Dec. 1994) 453

Netemeyer, Burton, and Lichtenstein 21 (Mar. 1995) 612 Validity and Reliability Peterson 21 (Sept. 1994) 381 Netemeyer, Burton, and Lichtenstein 21 (Mar. 1995) 612

Sex (Gender) Differences Peterson 21 (Sept. 1994) 381

Patterson, Hill, and Maloy 21 (Mar. 1995) 677 Sawyer, Lynch, and Brinberg 21 (Mar. 1995) 581

Values Sex Roles Richins 21 (Dec. 1994) 504

Webster 21 (Sept. 1994) 319 Richins 21 (Dec. 1994) 522

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Purchase Intentions 17:2 Michelle M. Bergadaa, The Role of Tune in the Action of the Consumer 17:3 Prakash Nedungadi, Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand

Evaluations 17:3 Shelby D. Hunt, Positivism and Paradigm Dominance in Consumer Research: Toward Critical Pluralism and

Rapprochement 18:1 Jeff B. Murray and Julie 1. Ozanne, The Critical Imagination: Emancipatory Interests in Consumer Research 18:2 Thesia I. Garner and Janet Wagner, Economic Dimensions of Household Gift Giving 18:3 William D. Wells, Discovery-oriented Consumer Research 19:4 Laura A. Peracchio, Young Children's Processing of a Televised Narrative: Is a Picture Really Worth a Thousand

Words? 20:2 Chris Janiszewski, Preattentive Mere Exposure Effects 20:3 Valerie S. Folkes, Ingrid M. Martin, and Kamal Gupta, When to Say When: Effects of Supply on Usage 20:3

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RESEARCH UPDATETII

MULTIMEDIA POTENTIALS in the GLOBAL VILLAGE

The Information Superhighway, Interactive Digital Communications, Global Positioning Systems, Superservers and Internet's Information Explosion, add a dimension to people's lifestyles and quality of life. But, most individuals do not fulJy appreciate the existence or impact of this expanded dimensionality.

To illustrate, Albert Einstein's conception of Time as the Fourth Dimension baffles many who first hear this notion. Knowledgeable interpreters and translators of the General Theory of Relativity conceived of a fictional race of "FIatlanders" who lived in a three-dimensional world, but were only aware of two dimensions (hence, Flatland). In order to dramatize their 3-D "reality", a visionary Flatlander demonstrated that only a Third Dimension could "explain" this being's enterprising journey to the East, returning to its starting point by coming back from the West, with consequent "culture shock".

Today, humanity is waking up to a comparable challenge in trying to internalize the true potentials of functioning with "Cyberspace", Virtual Reality, Space Technology and Interactive Multimedia Systems. These do not conform to familiar three-space norms, traditional lifestyles and customary standards of living. However, lessons of history and reasoning-by-analogy, illustrate the importance of adapting to change and expanding horizons, whether fulJy appreciated concurrently or not:

• Eons ago, discoveries of fire, prehistoric tools, primitive weapons and the wheel supported humanity's survival, achievement of environmental control and adaptive evolution.

• The ''First'' Industrial Revolution transferred manual skills to machines and led to mass production, interchangeable components, rising standards of living and mechanical power.

• The "Second" Industrial Revolution transferred mental skills to electronic machines, through mechanized controls, computer-based automation and modem telecommunications to store and retrieve knowledge. Relevant data are screened and related to needs for Information. Feedback of meaningful responses to specific stimuli facilitates learning, while anticipating the impact of technological and social change and significant trends.

• A ''Third" Industrial Revolution appears in the making as an extension of conceptual skills and new processing algorithms. All-encompassing networking provides seamless connectivity of voice, data and video, plus a heightened sense of global interdependency. Positive synergism becomes a catalyst for profound cultural change. Increasing awareness, and ability to "reach out" globaIly, is becoming ubiquitous and familiar for children growing up with vast.{rexpanded horizons. For them, "surfing" the Worldwide Web will come naturally.

In accommodating revolution and evolution, progressive managers recognize both realistic market dynamics and compensatory organizational systems. Potential Multimedia benefits go far beyond E-mail, Video-conferencing and Wireless PCS systems. For our part, we provide innovative consulting and research on market-driven products, leisure time activities and "office of the future" decision-support tools.

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Experience Is The B~ Teacher: We cordially invite you to learn marketing research methods and applications from the professionals who have done more customized marketing research and have taught it to more people than anyone else in the world!

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The Burke Institute Partial Schedule of Burke Institute Seminars Through December 1995

October-December 1994 dates precede the 1995 dates in the follo""ing list.

101. Practical Marketin~ Re!'.carch 501. >\pplication~ of !\1arketing Re~t'arch Toronto .. Oct. '\Jt'"'Orledn<.

Ctncmnarr

504.

Sdn Antomo Ike. 1)-16 Ctncmnatt Toronto ChiCago Cmcmn.tlt Bo~ton Del roll

Cinctnn<lti 505. Segmt"ntation and l'o!'.ilioning Research

104. QUt'!'.tionnaire Construction "'urk!'.hop '\n\ Yorl<. h!h. 14-l.'i Crnunnatt \tt.t) 16-17

105.

201.

Boca R,llon \m 1--l-16 -\tlant.t 1H Cmcrnnatt \e\\ Yorl<. Bu~ton

Bo~ton July 2.'i-26 Cmcmnati Ocr.2-l-2.'i

506. CustomerSatbfaction Re.,earch Toronto '\Jo\ .. "1-4 \C\\ York Fch. 21-24 Cmunnatt . Apr 20-~ I \e"' Yorl<. . Juh 11-1-l Boca Rdton Ckl 19-20

601. Tran~lating Data into Actionable Information

602.

201. Focu!'. Group \loderator Training

Jan 2--1-27 \1.tr 1-l-17 \1<n 9-12 Jul;

Z(H.

Cmetnnatr Dec. 6-9 Jan. 24-::7 reh. 21-2..:1 ·\pr 10-1 i \1a>

Au); Od '\m

603. Practical !\1ulthariale Anal~ sis

.Dec 2114. Qualitative Re~earch Report'

701. International '\1arketing Research Cmcmn,ttt Ou 10-11

JIJI.

401.

Cmcmn.ttt . DlT. l.'i-16 Ct!H:rnnatt IX-19

14-l.'i

702.

CtnCillll<llt Boqon Cmci!Hldlt.

Busine!'.!'. to Bu~ine!'.S \1arketin~ Re!'.eurch Cincmna11 Apr )-7 Cmcmnatt "\o\. 20-22

Four-Week Certificate of Achievement Program Cmnnndlt ("rncrnrwtt

n-\1.tr 24 7-Sqll I

l"wo-Week Certificate of Profidenn in Qualitative Re..,earch Program · {"liKlllll<lli lkl h-](l

\1.t\ 9-](}

Dec ."i-15

Plea<.c call Li<.d Ralltp10ne at SOO-:'i··D-H63."i (c\1. 60X9) or h06-6.'i."i-60X9 lor tnfonml!ton on the lollowtng Burke ln<.tllutc,crnrnaro., v.hKh arc al\o current]~ offered h) the lmtitutc

102 lntroductrnn to Marketing Rc..,can:h !OJ \1arketinl!: Rt:>..,carch fnr Dect\ton tvtai<.l.!r\ 205 Qu.ditatt\~C \1arkctmg Rc!'.carch \\1\h Children J02 EfkcttH• ln-per..,nn Prc-.cntatinn of Marketlllg lnlonflation 703 lndu ... try Specific Semin<~ro., to • Health Care • Telccommumc,lliom • Puhlrc ll!illlrc.., 70X • PharmaceutKal • 1-inancral fn..,trtutron..,

• Automotr\c(fran..,portJtion

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Please look over the li>t of our current Burke Institute seminars. Then call us toll-free. We will help you select the best Burke Institute seminar or other educational opportunity to meet your specific needs. Please call Lisa Raffignone, Marketing Manager. or Dr. Sid Yenkatesh, President. at ~00-543-~635 (ext. 6135) or 606-655-6135 or fax us at 606-655-6064.

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Journal of Consumer Research 1994-1995

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