Review of marketing research

Review of Marketing Research Review of Marketing Research VOLUME Naresh K Malhotra Editor M.E.Sharpe Armonk, New York London, England AUTHOR Copyright © 2006 by M.E.Sharpe, Inc All rights reserved No part of this book may be reproduced in any form without written permission from the publisher, M.E Sharpe, Inc., 80 Business Park Drive, Armonk, New York 10504 Library of Congress ISSN: 1548-6435 ISBN 0-7656-1305-0 (hardcover) Printed in the United States of America The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences Permanence of Paper for Printed Library Materials, ANSI Z 39.48-1984 ~ MV (c) 10 CHAPTER TITLE REVIEW OF MARKETING RESEARCH EDITOR: NARESH K MALHOTRA, GEORGIA INSTITUTE OF TECHNOLOGY Editorial Board Rick P Bagozzi, Rice University Russ Belk, University of Utah Ruth Bolton, Arizona State University George Day, University of Pennsylvania Donna Hoffman, Vanderbilt University Morris B Holbrook, Columbia University Michael Houston, University of Minnesota Shelby Hunt, Texas Tech University Dawn Iacobucci, University of Pennsylvania Arun K Jain, University at Buffalo, State University of New York Barbara Kahn, University of Pennsylvania Wagner Kamakura, Duke University Donald Lehmann, Columbia University Robert F Lusch, University of Arizona Debbie MacInnis, University of Southern California Kent B Monroe, University of Illinois, Urbana A Parasuraman, University of Miami William Perreault, University of North Carolina Robert A Peterson, University of Texas Nigel Piercy, University of Warwick Jagmohan S Raju, University of Pennsylvania Brian Ratchford, University of Maryland Jagdish N Sheth, Emory University Itamar Simonson, Stanford University David Stewart, University of Southern California Rajan Varadarajan, Texas A&M University Michel Wedel, University of Michigan Barton Weitz, University of Florida v v vi AUTHOR AD HOC REVIEWERS Larry Barsalou, Emory University Eric Bradlow, University of Pennsylvania Sasha Fedorikhin, University of Southern California Gary Ford, American University David Gefen, Drexel University Sunil Gupta, Columbia University Gerald Haubl, University of Alberta Raj Raghunathan, University of Texas, Austin Dave Reibstein, University of Pennsylvania Venkatesh Shankar, University of Maryland Leona Tam, Texas A&M University Christophe Van den Bulte, University of Pennsylvania vi CHAPTER TITLE vii CONTENTS Review of Marketing Research: Some Reflections Naresh K Malhotra ix Consumer Action: Automaticity, Purposiveness, and Self-Regulation Richard P Bagozzi Looking Through the Crystal Ball: Affective Forecasting and Misforecasting in Consumer Behavior Deborah J MacInnis, Vanessa M Patrick, and C Whan Park 43 Consumer Use of the Internet in Search for Automobiles: Literature Review, a Conceptual Framework, and an Empirical Investigation Brian T Ratchford, Myung-Soo Lee, and Debabrata Talukdar 81 Categorization: A Review and an Empirical Investigation of the Evaluation Formation Process Gina L Miller, Naresh K Malhotra, and Tracey M King 109 Individual-level Determinants of Consumers’ Adoption and Usage of Technological Innovations: A Propositional Inventory Shun Yin Lam and A Parasuraman 151 The Metrics Imperative: Making Marketing Matter Donald R Lehmann 177 Multilevel, Hierarchical Linear Models and Marketing: This Is Not Your Adviser’s OLS Model James L Oakley, Dawn Iacobucci, and Adam Duhachek 203 About the Editor and Contributors Index 229 231 vii INTRODUCTION ix REVIEW OF MARKETING RESEARCH: SOME REFLECTIONS Introduction NARESH K MALHOTRA Overview Review of Marketing Research, now in its second volume, is a recent publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation The chapters in this publication will review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss future developments in addition to containing specific empirical studies The response to the first volume has been truly gratifying, and we look forward to the impact of the second volume with great anticipation Publication Mission The purpose of this series is to provide current, comprehensive, state-of-the-art articles in review of marketing research A wide range of paradigmatic or theoretical substantive agendas are appropriate for this publication This includes a wide range of theoretical perspectives, paradigms, data (qualitative, survey, experimental, ethnographic, secondary, etc.), and topics related to the study and explanation of marketing-related phenomena We hope to reflect an eclectic mixture of theory, data, and research methods that is indicative of a publication driven by important theoretical and substantive problems We seek papers that make important theoretical, substantive, empirical, methodological, measurement, and modeling contributions Any topic that fits under the broad area of “marketing research” is relevant In short, our mission is to publish the best reviews in the discipline Thus, this publication will bridge the gap left by current marketing research publications Current marketing research publications such as the Journal of Marketing Research (USA), Journal of Marketing Research Society (UK), and International Journal of Research in Marketing (Europe) publish academic articles with a major constraint on the length In contrast, Review of Marketing Research will publish much longer articles that are not only theoretically rigorous but more expository and also focus on implementing new marketing research concepts and procedures This will also serve to distinguish the proposed publication from the Marketing Research magazine published by the American Marketing Association (AMA) Articles in Review of Marketing Research should address the following issues: • Critically review the existing literature • Summarize what we know about the subject—key findings ix x NARESH K MALHOTRA • • • • • • • • Present the main theories and frameworks Review and give an exposition of key methodologies Identify the gaps in literature Present empirical studies (for empirical papers only) Discuss emerging trends and issues Focus on international developments Suggest directions for future theory development and testing Recommend guidelines for implementing new procedures and concepts Articles in the First Volume The inaugural volume exemplified the broad scope of the Review of Marketing Research It contained a diverse set of review articles covering areas such as emotions, beauty, information search, business and marketing strategy, organizational performance, reference scales, and correspondence analysis These articles were contributed by leading scholars such as Allison R Johnson and David W Stewart, Morris B Holbrook, Lan Xia and Kent B Monroe, Shelby D Hunt and Robert M Morgan, Sundar G Bharadwaj and Rajan Varadarajan, Stephen L Vargo and Robert F Lusch, and Naresh K Malhotra, Betsy Charles Bartels, and Can Uslay The second volume continues this emphasis by featuring a broad range of topics contributed by some of the topmost scholars in the discipline Articles in This Volume The diverse articles in this volume may all be grouped under the broad umbrella of consumer action Bagozzi develops a detailed framework for consumer action in terms of automaticity, purposiveness, and self-regulation He posits that it is plausible to consider consumer action as a dual process consisting of two modes of information processing One mode of information processing is reflective or deliberate, whereas the second is automatic and preconscious Both of these modes are initiated by either internal representations of states of affairs or external cues or stimuli Consumer action is not merely a response to things that happen Rather, consumer action involves human agency and self-regulation whereby individuals reflect upon how they feel and think and who they are or desire to be, and decide to act or not accordingly This comprehensive framework not only presents food for thought but also suggests several avenues for future research Focusing on one aspect of consumer action, MacInnis, Patrick, and Park provide a review of affective forecasting and misforecasting Consumer action is influenced by their forecasts of the affective states they predict will arise in the future However, affective forecasts are often erroneous as they are susceptible to a variety of errors and biases that reduce their accuracy The authors identify the antecedents and consequences as well as the moderating factors that influence the relationship between these variables More research on the nature and extent of affective misforecasting is needed Another important aspect of consumer action is information search, and the Internet has become a vital source of information Ratchford, Lee, and Talukdar review the literature related to use of the Internet as a vehicle for information search Using detailed data on types of Internet sources employed by automobile buyers, they study the determinants of choice of different types of Internet sources, and the substitution patterns between those types and other non-Internet sources They develop and empirically test a general model of the choice of information sources with encouraging results One of their key findings is the importance of the manufacturer source that 230 ABOUT THE EDITOR AND CONTRIBUTORS Shun Yin Lam is an Assistant Professor in the Marketing and International Division, Nanyang Business School, Nanyang Technological University in Singapore Debabrata Talukdar is Assistant Professor of Marketing at the School of Management, SUNY Buffalo INDEX INDEX Aarts, H., 11 Abraham, M., 184 Abstractions, 119 Access, 131–132 Accuracy criterion, 66 Action; see also Consumer action; Marketing actions; Reasons for action defined, intentional consumer action, 12 reasons for, 20–21 theory of reasoned action (TRA), 16, 24, 27–28, 154 Ad hoc categories, 120–121 Advertising brand equity and, 185 empirical work on, 184 spending-stock performance link, 186 Affect contextually induced affect, 52 experienced affect factors, 62–63 intensity of, 54–55 meaning of, 44–45 Affective construction process, 50 Affective forecasting, 44–53 consumer behavior and marketing, 46 consumer choice and, 47 decision-making theory and, 45–47 decision timing and, 48 defined, 44 dimensions of, 45 factors associated with, 60 future research directions, 71–73 gratification/self-regulation, 48–49 inducing of, 51–52 marketing practices, normative issues and, 69–71 mood, emotional well-being, and coping, 47–48 process of, 49–51 relevance of, 45–49 Affective misforecasting (AMF), 43–44, 52–69 actual outcome factors, 61–62 consumer behavior and marketing, 64 decision reversibility, 68 dimensions of, 52–53 drivers of, 56–59 duration, 55–56 231 Affective misforecasting (AMF) (continued) experience/expertise, 67 experienced affect factors, 62–63 factors potentially moderating extent of, 66–68 forecast of affect factors, 60–61 future orientation, 67–68 future research directions, 71–73 imagined affective reaction to outcome, 59–60 initial representation of event, 56–59 intensity of affect, 54–55 optimism/pessimism, 67 outcome vs process focused imagery, 68 product satisfaction/dissatisfaction, 63–65 relevance of, 63–66 sources of, 57 valence and specific emotions, 54 Agarwal, M K., 187 Agency/agent, Ailawadi, K., 186, 189 Ajzen, I., 11, 16–17, 21 Alba, J W., 84, 130 Allport, G W., 16 Alpert, M I., 135 Analogies (relational comparisons), 119 Andersen, S M., 48 Anderson, E W., 186 Anticipated emotions (AEs), 25–27, 30, 55 attitudes and, 26 Anticipatory emotions, 27 Applicability criterion, 66 Approach goods, 69 Ariely, D., 84 Aristotle, Armitage, C J., 11 Armor, D A., 68 Assmus, G., 184 Attitude tradition, 21 Attitudes, 24–25 anticipated emotions (AEs) and, 26 Attitudinal processes, 10–12 Audi, R., 35 Automaticity in action, 9–12 attitudinal processes, 10–12 impulsive system, 9–10 231 232 INDEX Avoidance goods, 69 Awareness, 192 Awareness set, 110 Axsom, D., 58–59 Bagozzi, R P., 3, 11–13, 17, 19, 24–30, 32 Bakos, J Y., 84 Balanced Scorecard, 178 Bargh, J A., 9–11 Barndollar, K., Baron, J., 52 Barr, R A., 131 Barsalou, L W., 120–121 Barwise, P., 192 Basic-level category, 115 Bass, F M., 184 Bass model, 184–185 Basuroy, S., 17, 30 Batra, R., 184 Bauer, P J., 116 Baumeister, R F., 31 Baumgarten, J., 19 Baumgartner, H., 25, 27, 50 Baye, M., 84 Beattie, J., 47 Beatty, S., 82–83, 91–92 Bechara, A., 29 Behavior; see Consumer behavior Behavioral desires, 28 Belschak, F., 32 Benefits cost-benefit of Internet search, 83–84, 86, 91–92 perceived benefits, 160–161 social benefits, 161, 170 Bentham, J., 48 Bergami, M., 32 Bernhardt, K., 186 Bernoulli, 45, 47 Bettman, J R., Biases, 56–58 durability bias, 55 impact bias, 55 optimistic bias, 60 positivity bias, 60 presentism bias, 60–61 projection bias, 60–61 Blackburn, S., 35 Bless, H., 72, 128 Boninger, D S., 67–68 Borin, N., 186 Bownell, H H., 115 Boyes-Braem, P., 116 Brand equity, 182–183, 187 advertising and, 185 perspectives on, 183 Brand extension evaluations, 119 Brand loyalty, 65–66, 205 Brand schema, 129 Brand value; see Brand equity Brandstätter, V., 17 Brown, C L., 207, 219 Brown, J., 84 Brown, S., 26 Brown, S A., 161 Bruner, G C., 168 Buehler, R., 55, 59 Burke, J., 184 Burrow, L., 11 Calder, B J., 208, 219 Caplan, L J., 131 Caring, love, empathy, 32 Carroll, J., 60 Carstensen, L L., 67 Carver, C S., 13–14 Categorization, 109; see also Theory-based categorization models basic-level category, 115 consumer behavior and, 110 dual-system models, 113 inference and, 132 literature review, 110–124 mixed models, 110, 122–123 natural categories, 119 nontaxonomic categories, 120–121 product evaluation formation (EF) process, 125–133 similarity-based models, 110–111 Categorization theory, 153 comparison of, 124 conclusions on, 124 Category-based evaluation, 132 Category-based processing, 132–133, 138–139 Category expectations, 110 Category representations, 129 Celebrity endorsements, 191 Centerbar, D B., 62 Chain of Marketing Productivity, 178 Chaney, P K., 186 Chartrand, T L., 11 Chauvin, K W., 186 Chen, J P C., 186 Chen, M., 11 Cheng, S C A., 186 Chew, S H., 48 INDEX Christian, J., 19 CIAD (considers-imagines-appraises-decides) model, 22–23 Clark, S E., 114 Classical view of similarity-based models, 111 Claxton, J., 82 Click-stream data, 84 Clore, C L., 54 Collective intentions, 18–19 Company name changes, 191 Competition, 188 Concept instability, 121 Conjunctive probabilities, 56–57 Conner, M., 11, 26, 30 Considers-imagines-appraises-decides (CIAD) model, 22–23 Consumer action, 3, 7–9; see also Technological innovations, consumers’ adoption and usage of adoption and usage, 154 automaticity in action, 9–12 consumer behavior and goals, consumption, 12–14 dual-process model (outline), intentions/intentional consumer action, 12, 16 shopping, usage, variables and processes in, summary of, 15 Consumer behavior affective experiences, 43 affective forecasting and, 46 affective misforecasting and, 64 behavioral desires, 28 categorization and, 110 goal-directed behavior, 11 goals and, 7–8 theory of planned behavior (TPB), 11, 24, 26–28, 154 Consumer characteristics, 168–169 demographic variables, 168–169 valence and specific emotions, 54 Consumer choice, 8; see also Internet search affective forecasting and, 47 Internet search framework, 86–101 Consumer cognitive processes, 5–6, 165–166 Consumer learning by analogy (CLA) model, 132 Consumer research cognitive processes and, consumer behavior research, 21 consumers and market-related information, dominant paradigm of, 4–7 physiological processes and, 33–34 prevalent method in inquiry, reflections on, 3–7 233 Consumer self-regulation, 28, 30–32 affective forecasting and, 48–49 caring, love, empathy, 32 self-conscious emotions, 31–32 social identity, 32 Consumer traits, 165 Consumer’s evoked set, 109–110 Consumption, 12–14 reconstrual of consumption experience, 66 repeated consumption, 65–66 Consumption experience, 66 Consumption visions, 50 Context-dependent/independent information, 121 Contextual factors, 126 Core brand, 132 Corfman, K P., 52 Creation process, 130 Cron, W., 26 Cues, 128 Customer Lifetime Value (CLV), 181–182, 186 Customer mind-set, 183–184, 194 financial performance and, 186 marketing actions and, 183–184 product market and, 185–186 Customer relationship management (CRM), 181–182, 188 Customer satisfaction, 45 financial performance and, 186 Dabholkar, P A., 19, 160 Dahlhoff, D., 187 Damasio, A R., 29 Damasio, H., 29 D’Andrade, R G., 23 Dant, R P., 189 Davidson, D., 20 Davis, W A., 28 De Vries, N K., 47 Decision-bound (rule-bound) models, 112–113 Decision-making theory affective forecasting and, 45–47 nonmonetary costs in, 162 Decision reversibility, 68 Decision-timing, affective forecasting and, 48 DeCourville, N., 60 Degree of newness, 163–164 Delay of gratification/self-regulation, affective forecasting and, 48–49 Deshpandé, R., 213 Desires, 8, 28–33 second-order desires, 31–33 Desires to act, 14, 22, 28–30 Determinance, 134 234 INDEX Deutsch, R., 10, 21 Devinney, T M., 186 Dholakia, U M., 17, 19, 26, 29–30 Diagnosticity, 131, 135 Dickson, P R., 82, 187 Diener, E., 58 Differentiation hypothesis, 115 Dijksterhuis, A., 11 Dimensional approach, 112 Dimensional similarity, 118 Disappointment, 45 Discomfort, 166 Donthu, N., 186 Doukas, J., 187 Dual-system categorization models, 113 Duhachek, A., 203 Dunn, E., 56 Dunning, D., 56 Durability bias, 55 Duration, 55–56 Duration dimension, 45 Eastlack, J O., Jr., 184 Ebert, J J., 68 Economic value added (EVA), 180, 186 Edwards, C S., 67–68 Edwards, E A., 13, 30 Ellison, G., 84 Ellison, S F., 84 Emotional evanescence, 62 Emotions, 33 anticipated emotions (AEs), 25–27, 30, 55 anticipatory emotions, 27 communicative theory of, 14 goal striving and, 13–14 guilt and shame, 45 self-conscious (SC) emotions, 31–33 specific emotions, 44, 54 Erdem, T., 83–84, 103 Erickson, G., 186 Evaluation formation process (EF) model, 109 category-based processing, 133–134 cluster-level MDS, 138–139 conclusions and contributions, 141–143 future research, 142–143 individual-level MDS, 138 managerial implications, 141–142 piecemeal processing, 134–135, 139–141 product category pretest, 136 research design and methodology, 133–143 statistical analyses and results, 138–141 statistical methods, 134 survey design, 136–137 Evoked set, 109–110 Exemplar view of similarity-based models, 113–115 categorization probability, 114 extension of, 114 recognition, 114 Expectancy-value model, 23–24 Expectations category expectations, 110 technological innovations, 164–165, 167–170 Experience/expertise, 66–67 Experienced affect factors, 62–63 emotional evanescence, 62 immune neglect, 62–63 selective memory, 63 Explaining reasons, 20 Extrinsic cues, 128 Fahey, L., 177–178 Familiarity, 130 Farley, J U., 184, 213 Farris, P., 186 Fazio, R H., 10, 22, 24 Featural approach, 112 Fedorikhin, A., 60 Feedback loop, 131 Feick, L., 67 Financial performance customer mind-set, 186 marketing actions, 186–187 marketing assets, 187–188 return on assets (ROA), 180, 186 revenue premium, 185 subjective vs objective measures, 188–189 Fishbein, M., 17, 21 Focalism, 58–59 Ford, G., 81–83, 85, 88, 91–92, 97, 101 Forecast of affect; see Affective forecasting Fornell, C., 82, 186 Frame or schema models, 121–122 nested frames, 125 Frankenberger, K D., 186 Frankfurt, H., 30–32 Franses, P H., 207, 219 Free will, 30 Frijda, N H., 25 Fry, J., 82 Fujita, F., 58 Furse, D., 82 Future orientation, 67–68 consideration of future consequences, 68 stylized representations of the future, 58 INDEX Gaither, C A., 13, 26, 30 Ganesan, S., 188 Gap model, 181 Gavino, J C., Jr., 32 Geers, A L., 62, 67 Generalized valenced feeling states, 44 Gibbs, B J., 50 Gilbert, D T., 50, 55–56, 58–59, 61–63, 66–68 Gill, M J., 50 Gleicher, F., 67–68 Global similarity, 118 Goal attainment/failure, 14 implementation intentions vs., 17–18 striving and role of emotions in, 13–14 Goal-derived categories, 120–121 Goal-directed behavior, 11 Goal-directed reasoning, Goal schema framework, 23–24 Goal setting, 23–24 Godin, G., 11 Goldberg, S M., 135, 137 Goldman, A I., 12 Gollwitzer, P M., 17–18, 23 Goods, types of, 69 Goolsbee, A., 84 Gopinath, M., 29 Graham, R C., 186 Gray, W D., 116 Green, P E., 135, 137 Gregan-Paxton, J., 132 Grewal, D., 189 Griffin, D W., 56 Gupta, S., 188 Gürhan-Canli, Z., 24, 30 Habit, 11 Hallowell, R., 186 Hanssens, D M., 186 Happiness, 45 Hauser, J., 83–84, 103 Heider, F., 16 Hendricks, K D., 187 Heuristic-based process, 50 Hierarchical linear modeling (HLM), 203 aggregation, 208–209 car brand data (example), 212–213, 222–224 categorical data, 218 disaggregation, 209 extensions and limitations, 217–219 fundamental micro level regression, 210–211 interpretation of model terms, 212 limitations of, 218 macro level information, 211–212 235 Hierarchical linear modeling (HLM) (continued) macro- and micro-level units, 204 marketing applications of, 219–221 multilevel, nested structure, 203–204 real-world illustration of, 213–217 research questions suited for, 203–208 statistical reasons for, 209–210 terminology and notation, 208–209 Hirschey, M., 186 Hirt, E R., 60 Ho, J L., 48 Hoch, S J., 49 Hodges, S D., 65 Hogan, J E., 181, 188 Holistic approach, 112 Holyoak, K J., 21 Honderich, T., 35 Hot-cold empathy gap, 60 Howard, J A., 193 Hummel, J E., 21 Hutchinson, J W., 130 Iacobucci, D., 203, 208, 219 Igou, E R., 72 Imagery induction, 51 Imagined affective reaction to outcome, 59–60 inaccurate lay theories, 59–60 positivity bias, 60 Immune neglect, 62–63 Impact bias, 55 Implementation intentions, 17 goals vs., 17–18 Implicit Association Test, 11 Impulsive system, 9–10 Inaccurate lay theories, 59–60 Inductive affective forecasting contextually induced affect, 52 imagery induction, 51 normative instructions, 52 Inept set, 110 Inert set, 110 Inference, 132 Inferential process, 20 Initial representation of event, 56–59 conjunctive probabilities, 56–58 focalism, 58–58 isolation effect, 56 misconstrual, 56 temporal separation, 58 Initial usage experience, 169 Innovation, 160, 173; see also Technological innovations, consumers’ adoption and usage of Innovation diffusion theory, 154 236 INDEX Innovativeness, 165 Insecurity, 166 Intensity, 131, 135 Intensity of affect, 54–55 Intensity dimension, 45 Intentional consumer action, 12 Intentions, 14–19 collective intentions, 18–19 functioning of, 19 goal vs implementation, 17–18 I-intentions and we-intentions, 18–19 personal intentions, 17 Internet information sources, 82–85 benefits of, 83 classification of, 83 personal-interpersonal, 83, 91 price dispersion in online markets, 84–85 seller-dominated-independent, 83, 91 Internet search (case study) automobile purchases, 81–82, 85–86 benefit-cost estimates of process, 83–84, 86, 91–92 bulletin board/chat sources, 85 buying services/other third parties, 85 literature review of, 82–86 manufacturer/dealer sources, 85 as substitute for conventional sources, 81–82, 88 theoretical framework for consumer choice, 86–101 conclusions of, 101–103 consumer’s costs of search, 87 consumer’s maximization problem, 87 description of data and measures, 90–91 description of samples, 95 descriptive results, 94–97 independent variables, 93–94 information produced by Internet sources, 99–101 Internet users, 96 measures of Internet search, 91–93 test for proportional draw, 88–90, 97–99 Intrinsic cues, 128 Isolation effect, 56 Ittner, C., 186–187 Jacobson, R., 186–187 Jacoby, J., 134–135 Janiszewski, C., 84 Jarrell, G., 187 Johnson, D M., 116 Johnson-Laird, P N., 14 Jose, M L., 186 Joshi, A., 186 Kahneman, D., 58 Kalmenson, S., 184 Keane, M P., 83–84, 103 Keiningham, T., 187 Kennet, P., 186 Kiel, G., 82 Kim, N., 188 Kimmel, S K., 30 King, T M., 109 Klaaren, K J., 65 Klein, L., 81–83, 85, 88, 91–92, 97, 101 Klein Pearo, L R., 19, 26, 30 Knowledge transfer, 119 Kok, G., 11 Kopalle, P K., 184 Kumar, A., 168 LaFrance, M., 54 Lal, R., 84 Lam, S Y., 151 Lamberts, K., 126 Lane, V., 186 Lapersonne, E., 82 Larcker, D., 186–187 Larsen, J., 54 Lassiter, G D., 62, 67 Laurent, G., 82 Layton, R., 82 Le Goff, J-J., 82 Learning from experience, 66 Lee, K-H., 30 Lee, M-S., 81–83, 85–89 Lehmann, D R., 168, 178–179, 184, 186, 188 Lemon, K N., 181, 188 Leone, L., 25 Level of representation, 129 Lewin, K., 14 Libai, B., 181, 188 Liberman, N., 58 Literal similarities, 119 Livelsberger, J., 184 Liwag, M D., 14 Lodish, L M., 184 Loewenstein, G., 48–49, 52, 59–60 Lubetkin, B., 184 Lutz, R., 84 Lynch, E B., 115 Lynch, J., 84 Lyon, J E., 48 McDonough, L., 116 McFarland, C., 55, 59–60 McGraw, P A., 45, 47, 50, 54 MacInnis, D J., 43, 50–52, 65 Mahajan, V., 187–188 INDEX Malhotra, N K., 109 Malter, A., 188 Malthouse, E C., 208, 219 Mandler, J M., 116 Market orientation, 185 Market (stock) value, 191 Market value added (MVA), 186 Marketing; see also Metrics in marketing affective forecasting and, 46, 69–71 affective misforecasting and, 64 brands and brand equity, 182–183 capabilities/strategy of, 185, 194 Chain of Marketing Productivity, 178 consumer behavior and, 64, 466 Customer Lifetime Value (CLV), 181–182 customer mind-set and, 183–184 customer relationship management (CRM), 181 effectiveness measures, 178, 180–183 financial performance and, 186–188 hierarchical linear modeling (HLM) applications, 219–221 metrics hierarchy vs dashboard, 178–180 product-market results, 184–185 productivity of marketing, 177 Profit Impact of Marketing and Strategy (PIMS), 187, 189 satisfaction concept, 180–181 Marketing actions customer mind-set and, 183–184 financial performance and, 186–187 product-market results and, 184–185 Marketing assets, financial performance and, 187–188 Marketing metrics scorecard, 193 Marketing performance, measures used in practice, 191–192 Marketing Science Institute (MSI), 177 Marketing stimulus, 110 Markman, A B., 168 Mayr, U., 67 Mazvancheryl, S K., 186 Medin, D L., 115–117, 120 Mele, A R., 28 Mellers, B A., 44–45, 47, 50, 54 Mental effort criterion, 66 Mental representations and events, 34 Mere appearance matches, 119 Mervis, C B., 116 Metcalfe, J., 49 Metrics hierarchy vs dashboard, 178–180 Metrics in marketing brands and brand equity, 182–183 customer lifetime value (CLV) and, 181–182 customer relationship management (CRM), 181–182 237 Metrics in marketing (continued) impact of competition, 188 justification of budgets/activities, 177–178 key metrics, 180–183 level of the metric, 180 metrics hierarchy vs metric dashboard, 178–180 satisfaction, 180–181 subjective vs objective performance measures, 188–189 technical and methodological issues, 188–189 Metrics value chain, 178–179 comprehensive testing, 189 general issues in, 189–190 marketing effects and action optimization, 189–190 marketing-market (stock) value, 191 meta analysis, 190 methods for establishing links, 190–191, 194–195 persistence modeling, 190 toward a common chain, 192 Meyers, J M., 58–59, 66 Meyvis, T., 51 Miller, G L., 109 Minda, J P., 112 Mischel, W., 49 Misconstrual, 56 Mitchell, T R., 54 Mizik, N., 187 MODE model (Fazio’s), 10, 22, 24 “Model of the future,” 43–44 Montemayor, M., 135, 137 Mookerjee, A., 19, 26, 30 Moore, M., 120 Moorman, C., 187–188 Moreau, C P., 168 Morewedge, C K., 55 Morgan, J., 84 Mothersbaugh, D L., 67 Motives, 20 Multidimensional scaling (MDS), 134, 138 Murphy, G L., 115 Narver, J C., 213 Natural categories, 119 Nelson, P., 69 Nesselroade, J R., 67 Network effects, 181 New product announcements, 191 Nichols, L M., 186 Noncomparable alternatives, 129 Nontaxonomic categories, 120–121 Normative instructions, 52 Nosofsky, R M., 114, 116 Number of adopters, 166 238 INDEX Oakley, J L., 203, 208, 219 Oatley, K., 14 Olson, J C., 134–135 Optimism/pessimism, 67, 166 Optimistic bias, 60 Ordinization, 61–62 Ouellette, J A., 11 Outcome, process focused imagery vs., 68 Pae, J., 184 Pan, X., 84 Parasuraman, A., 151, 166 Park, C W., 43, 52, 65, 67 Pasupathi, M., 67 Patrick, V M., 43, 50, 52, 60, 65, 73 Pauwels, K., 186 Pechmann, C., 120 Peltzman, S., 187 Perceived benefits, 160–161 Perceived costs and risks, 161–163 Personal intentions, 17 Personality theory, 153 Perugini, M., 11, 25–26, 29–30 Pham, L., 68 Pham, M T., 51 Phillips, D M., 50–51 Physiological perception, 128 Piecemeal processing, 133–35, 139–141 Pieters, R., 25, 27 Portis, B., 82 Positivity bias, 60 Practical reasoning, 20 Preferences or tastes, 44 Presentism bias, 60–61 Priester, J R., 24, 30 Product category pretest, 136 Product evaluation formation (EF) process, 109, 125–133 access, 131–132 category-based processing, 132–133 context effects, 126–128 creation process, 130 inference, 132 level of representation, 129–130 physiological perception, 128 piecemeal processing, 133 retrieval process, 128–129 salience, relationship to, 130–131 selective attention, 128 Product-market results marketing actions, 184–185 marketing capabilities/strategy, 185 Product satisfaction/dissatisfaction, 45, 63–65, 185–186 Product schema, 129 Profit Impact of Marketing and Strategy (PIMS), 187, 189 Projection bias, 60–61 Prospect Theory, 45 Prototype view of similarity-based models, 111–113 dimensional approach, 112 extension of, 112–113 featural approach, 112 holistic approach, 112 Prototypicality, 116, 119–120 Proxy reactions, 50 Psychological immune system (PsyIS), 62–63, 66 Punj, G., 82 Raghunathan, R., 48, 52 Rao, V R., 184, 187 Ratchford, B T., 81–89 Ratcliff, R., 114 Rate of use, 153 Ratneshwar, S., 120 Read, D., 59 Reasons for action, 8, 20–21, 27–28 consumer behavior research, 21 explaining reasons, 20 reasons vs motives, 20 Reconstrual of consumption experience, 66 Regret, 45, 47, 55 Reinterpretation hypothesis, 65 Repeated consumption, 65–66 Return on assets (ROA), 180, 186 Revenue premium, 185 Richard, R., 47 Richardson, B., 184 Rindfleisch, A., 188 Risen, J L., 55 Riskey, D W., 184 Rivkin, I D., 68 Robinson, M D., 54 Roedder, J D., 132 Rogers, E., 160, 162 Rosch, E., 116 Rosenthal, R., 11 Ross, L., 56 Ross, M., 60 Rouder, J N., 114 Rozin, P., Rubin, D B., 11 Rule-bound (decision-bound) models, 112–113 Rule-plus-exception model (RULEX), 114 Rust, R T., 186–187 INDEX Salience, 131, 134–135 Salience effects, 130 Salient similarity, 118 Sarvary, M., 84 Satisfaction, 45, 63–65, 185–186 Satisfaction concept, 180–181 Sawyer, A., 84 Scheier, M F., 13–14 Schema models, 121–122, 129 Schema-triggered affect, 49 Schema-triggered affect adjustment process, 50 Schkade, D A., 52, 60 Schwarz, N., 128 Scott Morton, F., 81, 84–85, 103 Search, experience, or credence goods, 69 Second-order desires, 31–33 Selective attention, 128, 130 Selective memory, 63 Self-conscious (SC) emotions, 31–33 Self-regulation; see Consumer self-regulation Service Profit Chain, 178 Set membership, 109 Sethuraman, R., 184 Shankar, V., 84 Sheeran, P., 11 Sherman, S J., 60 Shervani, T A., 177–178 Sheth, J., 193 Shin, H J., 114 Shoben, E J., 120 Silva-Risso, J., 81, 84–85, 103, 186 Similarity-based categorization models, 110–111 category structure, 115–116 levels, 115–116 prototypicality, 116 classical view of, 111 exemplar view, 113–115 prototype view, 111–113 Simon, C J., 187 Simon, H A., Simonson, I., 47 Singhal, V R., 187 Slater, S F., 213 Slocum, J W., 26 Smith, J D., 112–113 Smith, L., 118 Smith, S., 82–83, 91–92 Snell, J., 50 Social benefits, 161, 170 Social identity, 32 Solomon, K O., 115 Somatic-marker hypothesis, 29 Specific emotional states, 44 239 Specific emotions, 54 Srinivasan, S., 186 Srivastava, R K., 177–178, 187–188 Stein, N L., 14 Stevens, J L., 186 Stevens, M E., 184 Stewart, D W., 82 Strack, F., 10, 21 Strathman, A., 67–68 Strebel, J., 83–84, 103 Stremersch, S., 207–208, 219 Structural modeling, 191 Stuart, J A., 188 Styler, A., 192 Stylized representations of the future, 58 Subjective vs objective performance measures, 188–189 Subordinate categorization, 115 Substitution patterns, 81–82 Suh, E., 58 Sujan, M., 132–133 Sullivan, M W., 187 Summed similarity approach, 114 Superordinate categorization, 115 Surface similarity, 118 Survey design, 136–137 Swait, J., 83, 103 Switzer, L., 187 Talukdar, D., 81–83, 85–89 Taylor, S D., 13, 26, 30 Taylor, S E., 68 Technological innovations, consumers’ adoption and usage of, 151–153 antecedents of, 154–160, 164–166 conceptual framework of, 152 consumer characteristics and expectations, 164–165, 168–170 contributions and research agenda, 170–171 demographic variables, 168–169 ease-of-comprehension/learning-to-use issues, 172 expectations about number of adopters, 166–167 general cognitions and feelings, 166 initial usage experience, 169 literature review and conceptual framework, 153–154 managerial implications, 172–173 perceived benefits, 160–161 perceived costs and risks, 162–163 perceived stimulation and degree of newness, 163–164 propositional inventory, 155–159 Technology acceptance model (TAM), 154 Technology readiness, 166 240 INDEX Technology readiness index (TRI), 166 Tellis, G J., 184 Temporal separation, 58 Theory-based categorization models, 110, 116–117 concept instability, 121 conceptual coherence, 120 empirical evidence for, 120–122 foundations of, 117–118 frame or schema models, 121–122 goal-derived categories, 120–121 key tenets of, 117 levels, 118–119 prototypicality, 119–120 theory-based category structure, 118–120 Theory-based category structure, 118–120 empirical evidence for, 120–122 levels, 118–119 prototypicality, 119–120 Theory of planned behavior (TPB), 11, 24, 26–28, 154 Theory of reasoned action (TRA), 16, 24, 27–28, 154 Thompson, L., 54 Time-inconsistent preferences, 49 Trabasso, T., 14 Tranel, D., 29 Triandis, H C., 21 Trope, Y., 48, 58 Trying to act, 12–13 Tversky, A., 58, 126, 131, 134–135 Van den Bulte, C., 207–208, 219 Van der Plight, J., 47 Van Knippenberg, A., 11 Variety of use, 153 Venkatesh, V., 161 Vera, A H., Verbeke, W., 32 Visceral (or bodily) feelings, 44 Volition, in action, 14 defined, 16 Vosniadou, S., 118 Urban, G., 83–84, 103 Usage, Utility, 45, 47 Yi, Y., 19 Valence, 44, 54 Value chain; see Metrics value chain Value creation, long- vs short-run, 187 Warshaw, P R., 11–12 Webster, F E., 213 Weinberg, S., 83–84, 103 Weitz, B., 84 Westbrook, R., 82 Wheatley, T P., 58–59 Wierzbicka, A., 34 Wilkie, W., 82 Wilson, T D., 50, 55–56, 61–62, 66–67 Winer, R S., 186 Wittgenstein, L., 12 Wood, S., 84 Wood, W., 11 Woodzicka, J A., 54 Word-of-mouth effects, 181 Wuyts, S., 207, 219 Zahorik, A., 187 Zeelenberg, M., 47 Zehmer, K S., 60 Zettelmeyer, F., 81, 84–85, 103 Zhou, N., 51 ... publications Current marketing research publications such as the Journal of Marketing Research (USA), Journal of Marketing Research Society (UK), and International Journal of Research in Marketing (Europe)... MALHOTRA Overview Review of Marketing Research, now in its second volume, is a recent publication covering the important areas of marketing research with a more comprehensive state -of- the-art orientation... from the Marketing Research magazine published by the American Marketing Association (AMA) Articles in Review of Marketing Research should address the following issues: • Critically review the