interpersonal buyer behavior in marketing-from purchase pals ...

INTERPERSONAL BUYER BEHAVIOR IN MARKETING-FROM PURCHASE PALS

TO PRODUCT CHAMPIONS The Journal of Business Research is inviting papers to be considered for pub

lication in a special issue entitled "Interpersonal Buyer Behavior in Marketingfrom Purchase Pals to Product Champions." Linda Price, University of Colorado, and Cathy Hartman, Utah State University, will serve as coeditors for the issue. Interested authors are encouraged to contact either of the coeditors at the phone numbers listed below for details. Completed papers are due by December 31, 1992. Areas for consideration include (but are not restricted to) the following:

• roles performed by interpersonal sources (e.g., purchase pals, opinion leaders, market mavens, surrogate consumers, product champions)

• interpersonal influence in specific contexts (e.g., internal diffusion of high technology, hedonic consumption, services, international, channels)

• nature of interpersonal influence (e.g., initiators; flows, normative and informational; antecedents of influence; nonverbal influence; other models for understanding influence such as narrative, agency, self-efficacy; intergenerational influence; cultural variables and cross-cultural comparisons)

• relationship of interpersonal influence to other market phenomena and environmental factors (e.g., how has new communication technology altered flows of interpersonal influence in organizations; what is the relationship between channel effectiveness and interpersonal influence; how do interpersonal influence and media interact in post-structuralist terms; what is the role of interpersonal influence on discontinuing a product; can public policy manage interpersonal influence; what is the relationship between sales strategy and interpersonal influence?)

• methodologies for understanding interpersonal influence (e.g., case studies; participant observation; auto driving with photos; in-depth interviews; as well as elaboration, combinations, and refinements of more commonly used techniques)

Both theoretical and empirical papers are welcome. An interdisciplinary treatment of research topics is invited. Complete manuscripts, ranging from twenty to twenty-five double-spaced typed pages (including tables and references), can be sent to either coeditor at the addresses listed below. Authors should consult recent JBR issues for style guidelines.

Linda L. Price Campus Box 419 College of Business

and Administration University of Colorado Boulder, Colorado 80309-0419 Office phone (303) 492-7052 Fax (303) 492-5962

Cathy L. Hartman Business 812 Department of Business Administration Utah State University Logan, Utah 84322-3510 Office phone (801) 750-4062 Fax (801) 750-2634

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James R. Bettman and Mita Sujan, Effects of Framing of Evaluation of Comparable and Noncomparable Alternatives by Expert and Novice Consumers 14:2

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The Burke Institute Partial Schedule of Seminars Through August 1993

101.

104.

105.

Practical Marketing Research San Franc isco .................. Nov. 2-4 Chicago ........................... Nov. 23·25 Cincinnati ....................... Dec. 14- 16 Chicago .. .... .. ................... Jan . 18·20 Ncw York ...................... Feb. 8- 10 Cincinnati .. Mar. 1-3 BoslOn ..... Apr. 12-14 Cincinnati ... May 3-5 New York .. .. ............. .. ... . May 24·26 Atlanta ..... June 21-23 BoSlon ............................. July 12·1 4 Cincinnati ... Aug. 2-4

Questionnaire Construction Workshop Los Angeles ..... Nov. 9-11 New York .... Jan . 25-27 Cincinnati .. .. Mar. 8-10 Cincinnati .... May 10-12 Atlanta .... June 28-30 Cincinnati ...................... Aug. 9- 1 I

Questionnaire Design: Applications and Enhancements Los Angc lcs .... Nov.12- 13 New York ....................... Jan . 28-29 Cincinnati ..... . Mar. 11 -12 Cincinnati ...................... May 13- 1 4 Atlanta .............. July 1-2 Cincinnati ....................... Aug. 12-13

201. Focus Groups: An Introduction

203.

301.

401.

501.

San Francisco .................. Nov. 5-6 Boston ............................. Apr. 15-16

Focus Group Moderator Training Cincinnati ..... Nov. 17-20 Cincinnati ................. .... .. Jan . 4-7 Cincinnati ......... Feb. 2-5 Cincinnati ................. .. ... . Mar. 2-5 Cincinnati ... ..... Mar. 3D-Apr. 2 Cincinnati ....................... June 15-18 Cincinnati ..................... .. July 20-23

Writing and Presenting Actionable Marketing Research Reports Cincinnati .. Dec. 7-9 Ncw York ....................... Feb. 15·17 Cincinnati . . .......... Mar. 22-24 New York ....................... June 7-9 Cincinnati ............ Aug. 23-25

Managing Marketing Research Cincinnati ....................... Dec. 10-11 New York ....................... Feb. 18·19 Cincinnati ....................... Mar. 25-26 Cincinnati .. ..................... Aug. 26-27

Applications of Marketing Research Cincinnati ....................... Dec. 17-18 New York ............ Feb. 11-12 Cincinnati ....... Mar. 4-5 Cincinnati ................ May 6-7 Atlanta . .......................... June 24-25 Cincinnati ....................... Aug. 5-6

502. Generating and Evaluating New Products and Services C incinnat i ....................... Jan. 14-15 Chicago ................... Apr. 29·30

504. Advertising Research Cincinnati .... Nov. 19-20 Cincinnati . . ...... Feb. 24-25 New York ...................... Apr. 22-23 Cincinnati .. July 22-23

505. Positioning and Segmentation Research Cincinnati ......... .. Nov.17-18 Cincinnati ........... Feb. 22-23 New York ...... .. .. ... .. .. .... .. Apr. 20·21 Cincinnati ....................... July 20-21

506. Customer Satisfaction Research Cincinnati ..... Nov. 2-3 Chicago ..... Jan. 21-22 New York ....................... June 10- 11

601. How to Summarize, Interpret and Expla in Marketing Research Data Cincinnati ....................... Jan. 18-19 Cincinnati ....................... Apr. 5-6 New York ....................... May 27-28 Boston ............................ Ju ly 15-16

602. Tools and Techniques of Data Analysis Cincinnati ....................... Nov. 30-Dec. 3 Cincinnati ..... Feb. 9-12 Cincinnati ..... Mar. 15-18 Chicago ........... May 18-21 New York .............. July 6·9 Cincinnati. . ... Aug. 17-20

603. Practical Multivariate Analysis Cincinnati ....................... Jan. 20-22 Cincinnati . .. ...... Apr. 7-9 Cincinnati ......... June 2-4 New York ......... July 28·30

701. International Marketing Research New York ....................... Jan. 12·13

702. Business to Business Marketing Research Cincinnati ....................... Nov. 4-6 Cincinnati .......... Jan. 11-13 Chicago ... . .......... Apr. 26-28

Four-Week Certificate Program Cincinnati ..... Mar. 1-26 Cincinnati .............. Aug. 2 - Aug. 27

2· Week Segments Cincinnati .............. May 3- 14 Atlanta .................. . June21-July2

Please call Lisa Raffignone at 800·543·8635 (ext. 6135) for schedule information for the following seminars which are also currently offered by the Inst itute:

Introduction to Marketing Research Marketing Research for Decision Makers Focus Groups: An Applications Workshop Effective In-~rson Presentation of Marketing Infonnation Pricing Strategy and Research Using Multivariate Analysis: A P.e. Based Workshop Experimental Designs for Marketing Research Industry Specific Seminars • Healthcare • Phannaceutical

• Financial Institutions • Public Utilities

• Telecommunications • Automotive(fransportation Planning Marketi ng Strategies and Tactics Using Actionable Research Effectively Selling Marketing Research Services Negotiating Marketing Research Contracts Strategic Market Simulation

ALL OF THE ABOVE SEM lNARS ARE A V AILABLE FOR IN·HOUSE PRESENTATION.

Please look over the list of our current seminars. Then call us tollfree. We will help you select the best seminar or other educational opportunity to meet your specific needs. Please call Lisa Raffignone, Marketing Manager, or Dr. Sid Venkatesh, President, at 800-543-8635 (ext. 6135) or 606-655-6135.

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JCR's & RAJ's 75th IssUE: REFLEcnoNs ON MARKErma MIX DECISION SUPPORT

RAJ's first ResearchUpdatenl appeared in JCR's initial issue, published in June. 1974. This came five years after RAI's founding (following the Marketing Science Institute's move to Harvard, at the end of 1968). That first issue reported acceptance of the following innovative Market Measurement, Analysis, Modeling and Evaluation (Behaviormetrics") Systems:

• A unique Simulated Test Market (STM) system (SpeedmarJcf') was introduced in 1971 for dynamic modeling of Trial and Repeat purchase rates, following in-home or in-store placements and promotional positioning, to estimate monthly Dollar Sales and Market Shares.

• Revealing People's Implicit Choice Behavior (Multiple Tradeoff Analysist') for example: Categorical Conjoint Measurement was applied in a Psychophysics of Taste case for the American Psychological Association's annual meeting in 1972 (APA Silver Medal award paper.)

• 11A New Procedure for Concept Evaluation .. (Conscreerl'*) reported examples in the AMA Journal of Marketing in 1973 (receiving the Alpha Kappa Psi, best paper of the year award).

• Futures Idealization and Strategic Policy Research (Delphmap~) as reported in the November-December, 1973 Harvard Business Review concerning "The Future of Retailing". This system combines traditional Delphi procedures and modern Mathematical Psychology.

Two decades after these innovations, Dr. Charles L. Hinkle's (et al) 1992 Prentice Hall book "Cases in Marketing Management: Issues for the 1990s" presents two cases on RAI C'Part II Strategies and Tactics: Designing, Assembling and Implementing the Marketing Moc?. These cases illustrate how experience-based Marketing Art has benefitted from Research-based Marketing Science; clearly demonstrating the operational practicality of using "Good Theory".

In addition to reporting on RAI's mature systems in JCR's initial issue, subsequent Research Updates TM focus on progress in measuring people's propensity to consume and their sensitivities to price and other elasticities of demand. Individual customer satisfaction. components-of-imagery, brand equity and realistic differential advantage are measured in competitive contexts. Relevance. flexibility and ease-of-understanding characterize RAI's decision support services in identifying and screening alternative policy options.

The Seventy-three ResearchUpdates.,., between the first issue and this one, cover many related Consumer and Industrial Marketing Mix topics. A listing of these is available for further selections upon request

Please Call (800)473-3101 or Fax (800)473-2421.

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