Journal a/Consumer Research 1989-1990

Volume 16 Author Index

A ANAND, Punam see McGill, Ann L. (September 1989) ARNOULD, Eric J. (1989), Toward a Broadened The­

ory of Preference Formation and the Diffusion of Innovations: Cases from Zinder Province, Niger Republic (September), 239-267. The standard model for the diffusion of innovations in consumer behavior does not adequately account for the incorporation of novel items of non-local origin into the material culture inven­tory of Hausa-speaking peasants in Niger. A synthetic, culturally relative model composed of elements drawn from the standard diffusion paradigm, from world-systems theory, and from eco­nomic and symbolic anthropology provides a more satisfactory account of these processes. Analysis shows that novel goods pro­vide a medium through which alternative paradigms of consumer behavior and reality contend. Among the Hausa, a premarket model, a Western market-mediated model, and an Islamic ethno­nationalist model compete for consumer affiliation.

B BEARDEN, William O. and Randall L. ROSE (1990),

Attention to Social Comparison Information: An Individual Difference Factor Affecting Consumer Conformity (March), 461-471.

Interpersonal influence in consumer behavior is moderated by the extent of consumer sensitivity to social comparison informa­tion concerning product purchase and usage behavior (cf. Calder and Burnkrant 1977). Two survey studies indicate that Lennox and Wolfe's (1984) attention-to-social-comparison-information scale has adequate convergent and discriminant validity and moderates the relative influence of normative consequences on behavioral intentions, as predicted. A quasi-experiment and an experiment in which control subjects under no social pressure are compared with high and low A TSCI subjects under pressure reveal that high A TSCI subjects are more likely to comply with normative pressures.

BEARDEN, William O. see Lichtenstein, Donald R. (June 1989)

BELK, Russell W. (1989), Extended Self and Extending Paradigmatic Perspective (June), 129-132.

BELK, Russell W., Melanie W ALLENDORF, and John F. SHERRY, Jr. (1989), The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey (June), 1-38.

Two processes at work in contemporary society are the secular­ization of religion and the sacralization of the secular. Consumer behavior shapes and reflects these processes. For many, con­sumption has become a vehicle for experiencing the sacred. This article explores the ritual substratum of consumption and de­scribes properties and manifestations of the sacred inherent in consumer behavior. Similarly, the processes by which consumers

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sacralize and desacralize dimensions of their experience are de­scribed. The naturalistic inquiry approach driving the insights in this article is advanced as a corrective to a premature narrowing offocus in consumer research.

BELK, Russell W. see O'Guinn, Thomas C. (September 1989)

BERGER, Ida E. and Andrew A. MITCHELL (1989), The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-Behavior Re­lationship (December), 269-279.

The influence of advertising repetition on several non-evaluative dimensions of attitudes and the strength of the relationship be­tween attitudes and behavior are examined. The results indicate that attitudes formed on the basis of repeated ad exposure are similar to those formed on the basis of direct experience in that they are more accessible from memory, held with more confi­dence, and are more predictive of subsequent behavior than are attitudes based on a single ad exposure. The results are consistent with the proposition that attitude accessibility and attitude con­fidence moderate the attitude-behavior relationship.

BRUCKS, Merrie and Paul H. SCHURR (1990), The Effects of Bargainable Attributes and Attribute Range Knowledge on Consumer Choice Processes (March),409-419.

The bargaining purchase process is viewed as a multiattribute, multialternative choice in which the attribute values are subject to change. Bargaining is studied empirically by directly compar­ing information search strategies for purchase tasks that do and do not include a bargaining component. Knowledge of attribute value ranges is manipulated to examine its effects on bargaining and non-bargaining purchase tasks. The results provide evidence that buyers reduce information search when they have the option of bargaining. Furthermore, knowledge of attribute value ranges appears to increase the degree to which buyers replace informa­tion search with bargaining.

BRYANT, Jennings see Scott, Cliffet al. (March 1990)

C COHEN, Joel B. (1989), An Over-Extended Self? (June),

125-128. COX, Anthony D. see Kellaris, James J. (June 1989) CURRY, David J. see Menasco, Michael B. (June 1989)

D DEIGHTON, John, Daniel ROMER, and Josh

MCQUEEN (1989), Using Drama to Persuade (De­cember), 335-343.

Television ads can be classified as either arguments or dramas or hybrids of these forms. We claim that form dimension influences

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how ads are processed. An argument backs its claims with appeals to objectivity and is processed evaluatively. A drama appeals more to subjective criteria and is processed empathically. A study is reported in which 40 television commercials were classified on a dramatization scale. They were shown to 1,215 people, and measures of evaluative and emphathic processing were taken. The measures were found to be weighted differently for argu­ments and dramas, supporting the contention that form influ­ences processing.

DENISON, Daniel R. and Claes FORNELL (1990), Modeling Distance Structures in Consumer Re­search: Scale Versus Order in Validity Assessment (March),479-489. Confirmatory multidimensional scaling (CMOS) is presented as a spatial technique for structural modeling based on ordinal as­sumptions, and as an alternative to metric techniques such as LISREL. The article links both techniques to the multitrait-mul­timethod matrix and presents a system for deriving measures of symmetric construct relationships, measurement error, and goodness of fit. Examples show that CMOS and LISREL often give comparable results, but that LISREL is sensitive to the mag­nitude of correlations whereas CMOS is sensitive only to their order. The trade-offs involved in assumptions, results, and inter­pretations with these methods are highlighted in the conclusion.

DESHPANDE, Rohit see Stayman, Douglas M. (De­cember 1989)

DICKSON, Peter R. see Urbany, Joel E. et al. (Septem­ber 1989)

DILLON, William R., Narendra MULANI, and Donald G. FREDERICK (1989), On the Use of Component Scores in the Presence of Group Structure (June), 106-112. Examination of the properties of component scores in the pres­ence of group structure shows that the first few components ex­tracted, typically viewed as most informative regarding total vari­ance, do not necessarily contain the most information across group differences. A method for identifying informative compo­nents that account for across group differences is presented and illustrated.

F FABER, Ronald J. see O'Guinn, Thomas C. (September

1989)

FAZIO, Russell H., Martha C. POWELL, and Carol J. WILLIAMS (1989), The Role of Attitude Accessi­bility in the Attitude-to-Behavior Process (Decem­ber), 280-288.

Attitudes toward a number of products and the accessibility of those attitudes as indicated by the latency of response to an attitu­dinal inquiry were assessed. Subjects with highly accessible atti­tudes toward a given product displayed greater attitude-behavior correspondence than did those with relatively less accessible atti­tudes. Furthermore, subjects with less accessible attitudes dis­played more sensitivity to the salience afforded a product by its position in the front row, as opposed to the back row, than did subjects with more accessible attitudes. The implications of these data for a model of the process by which attitudes guide behavior are discussed.

FORD, Gary T., Darlene B. SMITH, and John L. SW ASY (1990), Consumer Skepticism of Advertis-

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ing Claims: Testing Hypotheses from Economics of Information (March), 433-441.

Propositions regarding consumers' differential skepticism for search, experience, and credence claims are tested in an experi­ment using adult consumers. The results provide clear support for Nelson's (1970) hypotheses that consumers are more skeptical of experience than search attribute claims and more skeptical of subjective than of objective claims. No support is found, how­ever, for the Oarby and Karni (1973) hypothesis that consumers will be more skeptical of credence than of experience attribute claims or for the hypothesis that consumers will not be less skepti­cal of experience claims for low-priced goods.

FORNELL, Claes see Denison, Daniel R. (March 1990)

FREDERICK, Donald G. see Dillon, William R. et al. (June 1989)

H HA, Young-Won and Stephen J. HOCH (1989), Ambi­

guity, Processing Strategy, and Advertising-Evi­dence Interactions (December), 354-360. Although advertising persuades through overt appeals to reason or emotion, we focus on the indirect process by which advertising influences the interpretation of objective product evidence. We investigate how two factors moderate advertising-evidence inter­actions: the ambiguity of the evidence and consumer information processing strategies. We provide a theoretical account of ambi­guity, identifying structural characteristics that render evidence about product quality open to either one or multiple interpre­tations. In our first experiment, the ambiguity of a decision envi­ronment played a key role in determining the effect of advertising on product quality perception. In our second experiment, differ­ent information processing strategies influenced advertising's effects on interpretation of the evidence.

HAUSER, John R. and Birger WERNERFELT (1990), An Evaluation Cost Model of Consideration Sets (March), 393-408. If utility (net of price) varies by consumption occasion, the con­sideration set of a rational consumer will represent trade-offs be­tween decision costs and the incremental benefits of choosing from a larger set of brands. If evaluating a brand decreases biases and uncertainty in perceived utility, the decision to evaluate a brand for inclusion in a consideration set is different from the decision to consider an evaluated brand. The decision to con­sume is, in turn, different from the decision to consider. This arti­cle provides analytical expressions for these decision criteria and presents four aggregate implications of the model: (I) distribu­tions of consideration set sizes, (2) order-of-entry penalties, (3) dynamic advertising response, and (4) competitive promotion in­tensity.

HERR, Paul M. (1989), Priming Price: Prior Knowledge and Context Effects (June), 67-75. Category priming has recently stirred the interest of judgment researchers. By unobtrusively presenting exemplars of a category, that category becomes temporarily more accessible from mem­ory and more likely to be used subsequently in processing new information. This research extends work in cognitive and social psychology to consumer judgments. The two studies presented here examine conditions under which cognitive categories of price may be primed and the resulting effects on product judg­ment. The results also suggest that these effects are influenced by individual differences in consumer knowledge.

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HOCH, Stephen J. see Ha, Young-Won (December 1989)

HOLBROOK, Morris B. and Robert M. SCHINDLER (1989), Some Exploratory Findings on the Develop­ment of Musical Tastes (June), 119-124. Preferences toward popular music appear to reflect tastes ac­quired during late adolescence or early adulthood. In an empiri­cal investigation of this parsimonious inductive proposition, both the aggregate results (R = 0.84) and the disaggregated findings (R = 0.46) suggest that the development of tastes for popular music follows an inverted U-shaped pattern that reaches a peak in about the 24th year. Possible explanations include intrinsic compo­nents (e.g., a developmental period of maximum sensitivity anal­ogous to the critical periods documented in ethological studies of imprinting) and extrinsic components (e.g., social pressures from one's peer group that reach peak intensity during a particular phase in one's life cycle).

HOLBROOK, Morris B. see Moore, William L. (March 1990)

HONG, Sung-Tai and Robert S. WYER, Jr. (1989), Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Informa­tion Processing Perspective (September), 175-187.

Four hypotheses were raised concerning the cognitive processes underlying the effects of country-of-origin and specific attribute information on product evaluation. The country of origin not only had a direct influence on product evaluations, but also ap­peared to stimulate subjects to think more extensively about other product attribute information, augmenting the latter's effect. Hypotheses concerning the influence of country of origin on the interpretation of other product information, the use of country of origin as a heuristic basis for judgments, and the in­fluence of information presentation order were less able to ac­count for the phenomena observed.

HYUN, Y ong J. see Rothschild, Michael L. (March 1990)

J JACOBSON, Robert and Carl OBERMILLER (1990),

The Formation of Expected Future Price: A Refer­ence Price for Forward-Looking Consumers (March), 420-432. Among numerous possible reference prices, expected future price is important. A consumer's expectation of the future price of a brand plays a crucial role in the decision to buy now or later. Failure to characterize reference price as a forward-looking con­cept, a common practice in the reference pricing literature, vio­lates premises of neoclassical economic theory and leads to ques­tionable modeling applications. Explicit measures offuture price expectations were obtained and used to test various models of expectations formation, providing insight into the effect of ex­pected future price on consumers' responses to price promotions and brand choice decisions.

JOHN, Deborah Roedder and Mita SUJAN (1990), Age Differences in Product Categorization (March), 452-460.

This article examines the bases children of different ages use to categorize products. Data from children ages 4 to 10 indicate that the use of perceptual attributes as a basis for categorizing products decreases with age, whereas the use of underlying attributes to categorize products increases with age. These findings provide a

THE JOURNAL OF CONSUMER RESEARCH

conceptual replication of earlier findings from developmental psychology. Moreover, the findings suggest that younger chil­dren's failure to consider underlying attributes can be traced to oommon types of processing deficits. Theoretical implications arising from these observations and directions for future research are discussed.

JOHNSON, Michael D. (1989), The Differential Pro­cessing of Product Category and Noncomparable Choice Alternatives (December), 300-309.

This article contrasts consumer choice processing of single prod­ucts from different categories (noncomparable alternatives) with the processing of multiple products from different categories (product category alternatives). It is unclear whether choosing among single or multiple alternatives from different product cate­gories will drastically affect choice processing. Theoretically, the processing of product categories should be more hierarchical or top-down, and the processing of noncom parables should be more constructive or bottom-up. The results reported here support the theoretical predictions and demonstrate the perceptual and pro­cessing differences between the two types of choices.

K KELLARIS, James J. and Anthony D. COX (1989), The

Effects of Background Music in Advertising: A Re­assessment (June), 113-118.

Gom's (1982) pioneering article on the effects of background mu­sic in advertising has spurred a significant controversy and in­spired vigorous interest in the topic. Following the recommenda­tion of Allen and Madden (1985), we conducted three experi­ments that attempted to replicate Gom's results. Contrary to Gom's findings, there was no evidence that product preferences can be conditioned through a single exposure to appealing or un­appealing music.

KlRMANI, Amna and Peter WRIGHT (1989), Money Talks: Perceived Advertising Expense and Expected Product Quality (December), 344-353.

Does the perceived expense of a new product's advertising cam­paign influence expectations about the product's quality? This article conceptualizes the process by which perceived advertising expense acts as a cue to quality. Results from six experiments indicate that under some conditions, knowledge of cost-related campaign elements can evoke advertising expense inferences that influence quality predictions, and these inferences may be spon­taneous.

KLEIN, David M. see Scott, Cliff et al. (March 1990)

L LICHTENSTEIN, Donald R. and William O. BEAR­

DEN (1989), Contextual Influences on Perceptions of Merchant-Supplied Reference Prices (June), 55-66.

Two contextual variables that have theoretical roots in informa­tion processing, attribution, and social judgment theories were manipulated along with three levels of merchant-supplied refer­ence price in a 2 X 2 X 3 analysis of variance design. Results support the hypothesized effects of consistency and distinctive­ness as contextual variables that influence internal price stan­dards and purchase evaluations. The three price levels resulted in a curvilinear pattern of results for the purchase evaluation and source credibility dependent variables, as hypothesized. How-

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ever, contrary to assimilation-contrast theory, the impact of the merchant-supplied reference price on estimates of normal and fair prices was monotonic.

LOCANDER, William B. see Thompson, Craig J. et al. (September 1989)

M MAZURSKY, David see Schul, Yaacov (March 1990) MCCRACKEN, Grant (1989), Who Is the Celebrity En­

dorser? Cultural Foundations of the Endorsement Process (December), 310-321.

This article offers a new approach to celebrity endorsement. Pre­vious explanations, especially the source credibility and source attractiveness models, are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed. The model shows how meanings pass from celebrity to product and from product to consumer. The implications of this model for our understanding of the consumer society are considered. Research avenues suggested by the model are also discussed.

MCGILL, Ann L. and Punam ANAND (1989), The Effect of Vivid Attributes on the Evaluation of Al­ternatives: The Role of Differential Attention and Cognitive Elaboration (September), 188-196.

The differential attention model and the cognitive elaboration model suggest vivid information has certain properties that exert greater influence on attitudinal judgments than does nonvivid in­formation. To test these models, subjects evaluated alternatives described in terms of vivid and non vivid attributes and elabo­rated on the material in high and low elaboration conditions. Our results demonstrate disproportionate influence for vivid versus non vivid attributes included in the same description only in the high elaboration condition. Findings suggest that cognitive elabo­ration may be a necessary condition to produce an effect for viv­idness on attitudes.

MCQUEEN, Josh see Deighton, John et al. (December 1989)

MENASCO, Michael B. and David J. CURRY (1989), Utility and Choice: An Empirical Study of Wife/ Husband Decision Making (June), 87-97.

Results of an experiment manipulating the effects of cognitive conflict, role dominance, and persuasive messages on husband­wife decisions show that couples tend to choose options that are equitable and centered in their negotiation set, a tendency that is prevalent over choice occasions and bargaining conditions. Two mechanisms that support equity-static cooperation and dy­namic shifts in individual utility functions-are interpreted in light of these findings and those of other researchers.

MEYERS-LEVY, Joan (1989), Priming Effects on Prod­uct Judgments: A Hemispheric Interpretation (June),76-86.

Research suggests that priming different hemisphere processing styles with particular types of tasks or stimuli can affect product judgment. Visual spatial or pictorial information seems to acti­vate the undifferentiated, holistic processing style associated with the right hemisphere, while linguistic or verbal information seems to activate the detail sensitive, differentiated processing

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style associated with the left hemisphere. This proposition and the extent to which it holds for males and females are investi­gated. Implications of how the findings relate to program context effects and consumer behavior are discussed.

MEYERS-LEVY, Joan (1989), The Influence of a Brand Name's Association Set Size and Word Frequency on Brand Memory (September), 197-207.

Theory that memory for brand information is enhanced by asso­ciations related to the brand name (because each association rep­resents a possible retrieval cue) is countered by other theory that associations may cue competing concepts and so produce inter­ference. The current research examines this issue in terms of the distinctiveness hypothesis. Results of two studies suggest that brand names composed of words encountered frequently in the language elicit nondistinctive processing, and memory for brand information is inversely related to the number of related associa­tions. However, brand names composed oflow frequency words stimulate distinctive encoding, which may eliminate or reverse the former pattern of effects ..

MEYERS-LEVY, Joan and Alice M. TYBOUT (1989), Schema Congruity as a Basis for Product Evaluation (June),39-54. Mandler theorized that the level of congruity between a product and a more general product category schema may influence the nature of information processing and thus product evaluations. Products that are moderately incongruent with their associated category schemas are expected to stimulate processing that leads to a more favorable evaluation relative to products that are either congruent or extremely incongruent. Data from three experi­ments conducted in new product contexts are consistent with Mandler's hypothesis and serve as a basis for theorizing about the process.

MITCHELL, Andrew A. see Berger, Ida E. (December 1989)

MOORE, William L. and Morris B. HOLBROOK (1990), Conjoint Analysis on Objects with Environ­mentally Correlated Attributes: The Questionable Importance of Representative Design (March), 490-497.

When studying objects with environmentally correlated attri­butes, the use of orthogonal arrays in conjoint analysis can pro­duce some highly unrealistic stimuli that might threaten a study's ecological validity. The effect of such departures from realism in­duced by environmental correlations is examined. A series of three experiments compares a stimulus set that has lower than environmental, but still non-zero correlations, to one using an orthogonal array in terms of both perceived realism and predic­tive power. The results indicate that environmentally correlated attributes may pose fewer problems in practice than in theory.

MULANI, Narendra see Dillon, William R. et al. (June 1989)

o O'GUINN, Thomas C. and Russell W. BELK (1989),

Heaven on Earth: Consumption at Heritage Village, USA (September), 227-238. Heritage Village, home of the PTL ministry, is the focus for a study of consumer behavior involving an explicit synthesis of worship and shopping. The present investigation seeks to better

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understand the way these pursuits, seemingly philosophically op­posed, are brought together for joint consumption. Notions of piigrimage and sacralization of the secular are useful constructs in examining this merger of religion and consumption, but a priori formulations must be modified to more fully explain the behavior of consumers at Heritage Village.

O'GUINN, Thomas C. and Ronald J. FABER (1989), Compulsive Buying: A Phenomenological Explora­tion (September), 147-157.

CompUlsive buying is framed within the larger category of com­pulsive consumption, and both quantitative and qualitative data are used to provide a phenomenological description. Results indi­cate people who buy compulsively are more likely to demonstrate compulsivity as a personality trait, have lower self-esteem, and are more prone to fantasy than more normal consumers. Their primary motivation appears to be the psychological benefits de­rived from the buying process itself rather than from the posses­sion of purchased objects. Consequences of compulsive buying include extreme levels of debt, anxiety and frustration, the sub­jective sense ofloss of control, and domestic dissension.

OBERMILLER, Carl see Jacobson, Robert (March 1990)

OLIVER, Richard L. and John E. SWAN (1989), Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction (December), 372-383.

Prior work on the equity and disconfirmation determinants of transaction satisfaction was extended to product satisfaction. Based on perceptions of inputs and outcomes of buyer, dealer, and salesperson, two subtractive versions of the equity formula­absolute equity difference an,d equity advantage-were tested with fairness and preference as mediating variables. Both vari­ables were related only to the equity advantage formula, and dis­confirmation and fairness were shown to be distinct components of post-transaction dispositions. Moreover, product satisfaction was shown to be a function of product disconfirmation, com­plaining, and satisfaction with the dealer. The latter apparently mediates both fairness and salesperson satisfaction.

P PARK, C. Whan and Daniel C. SMITH (1989), Product­

Level Choice: A Top-Down or Bottom-Up Process? (December),289-299.

Examination of the process by which consumers form decision criteria and subsequently evaluate and choose product-level alter­natives when purchase goals are well defined indicates that deci­sion criteria are formulated in a goal-driven, top-down fashion rather than a product-driven, bottom-up fashion. Evaluation of alternatives follows a within-product strategy, as opposed to a within-attribute strategy, and is characterized by less reliance on price information than reported in previous research. Even with­out a specific goal for product decisions, the formation and utili­zation of decision criteria did not follow the bottom-up process. Alternative explanations are offered for these contrasts along with implications for future research on product-level decisions.

PERR, Andrea L. see Teas, R. Kenneth (December 1989)

POLLIO, Howard R. see Thompson, Craig J. et al. (Sep­tember 1989)

THE JOURNAL OF CONSUMER RESEARCH

POWELL, Martha C. see Fazio, Russell H. et al. (De­cember 1989)

R ROMER, Daniel see Deighton, John et al. (December

1989) ROSE, Randall L. see Bearden, William O. (March

1990) ROTHSCHILD, Michael L. and Yong J. HYUN (1990),

Predicting Memory for Components of TV Com­mercials from EEG (March), 472-478.

Subjects watched television while EEG was being recorded and later completed a series of recognition tests based on component . parts of the commercials they had seen. Memory correlated sig­nificantly with changes in the electrical patterns that occurred during viewing. The probability of correct recognition was en­hanced when alpha blocking continued for a longer period of time and when hemispheric laterality shifted to the right during the onset of a commercial component and then to the left during the following seconds.

S SCHINDLER, Robert M. see Holbrook, Morris B. (June

1989) SCHUL, Yaacov and David MAZURSKY (1990), Con­

ditions Facilitating Successful Discounting in Con­sumer Decision Making (March), 442-451.

Two types of discounting appeals were tested for effectiveness: an ignore appeal asks consumers to disregard a previously commu­nicated claim because it may not be valid; a refute appeal specifi­cally states that the challenged claim is incorrect. Results from two experiments indicate that the impact of the two appeals on consumer decision making depends on the elaboration the mes­sage underwent during encoding. Impact is also mediated by the extent to which a discounting cue provides counterinformation about a product and signals a reinterpretation of nonchallenged claims. Refute appeals are more effective due to their specificity and strength.

SCHURR, Paul H. see Brucks, Merrie (March 1990)

SCOTT, Cliff, David M. KLEIN, and Jennings BRYANT (1990), Consumer Response to Humor in Advertising: A Series of Field Studies Using Be­havioral Observation (March), 498-501.

In a series of field studies, social and business events were pro­moted using humorous, non-humorous, and control formats. The humorous promotions significantly increased attendance for the social events, but showed no significant impact for business events.

SHERRY, John F., Jr., see Belk, Russell W. et al. (June 1989)

SIMONSON, Itamar (1989), Choice Based on Reasons: The Case of Attraction and Compromise Effects (September), 158-174.

Building on previous research, this article proposes that choice behavior under preference uncertainty may be easier to explain

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by assuming that consumers select the alternative supported by the best reasons. This approach provides an explanation for the so-called attraction effect and leads to the prediction of a compro­mise effect. Consistent with the hypotheses, the results indicate that (1) brands tend to gain share when they become compromise alternatives in a choice set; (2) attraction and compromise effects tend to be stronger among subjects who expect to justify their decisions to others; and (3) selections of dominating and compro­mise brands are associated with more elaborate and difficult deci­sions.

SMITH, Daniel C. see Park, C. Whan (December 1989) SMITH, Darlene B. see Ford, Gary T. et al. (March

1990) STAYMAN, Douglas M. and Rohit DESHPANDE

(1989), Situational Ethnicity and Consumer Behav­ior(December),361-371.

The role of situational ethnicity in consumption behavior is ex­amined, and the relationship between ethnicity and consumption is argued to be affected by the situational contexts in which choices are made. Situational effects are proposed to operate through changes in the level of felt ethnicity and in the relation­ship between felt ethnicity and behavior. An empirical study demonstrates these effects by showing the impact of two situa­tional dimensions-social surroundings and antecedent condi­tions-on ethnic food choices.

STERN, Barbara B. (1989), Literary Criticism and Con­sumer Research: Overview and Illustrative Analysis (December), 322-334.

This article proposes literary criticism as a source of insight into consumer behavior, presents a broad overview of literary criti­cism, provides a specific illustrative analysis, and offers sugges­tions for further research. Literary analysis of advertising text re­veals elements that provide additional information to consumer researchers, and contributions of literary criticism to consumer research are discussed. Major postwar critical schools are re­viewed, and relevant theoretical concepts summarized. An ad for Ivory Flakes is analyzed using a variety of concepts drawn from literary schools, primarily sociocultural and reader-response ones. Suggestions for additional research on content analysis, im­age analysis, and the history of consumption are made.

SUJAN, Mita see John, Deborah Roedder (March 1990)

SWAN, John E. see Oliver, Richard L. (December 1989)

SWASY, John L. see Ford, Gary T. et al. (March 1990)

T TEAS, R. Kenneth and Andrea L. PERR (1989), A Test

of a Decompositional Method of Multiattribute Perceptions Measurement (December), 384-391.

The purpose of this research is to test the temporal stability and validity of decompositional perceptions measures. The test is based upon a perceptions measurement experiment focusing on the perceived visual congruence between product concept state­ments and product prototypes that were designed by manipulat­ing four product characteristics that affected product appearance. The results indicate the perceptions measures are characterized by considerable temporal stability, discriminant validity, and predictive validity.

THOMPSON, Craig J., William B. LOCANDER, and Howard R. POLLIO (1989), Putting Consumer Ex-

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perience Back into Consumer Research: The Philos­ophy and Method of Existential-Phenomenology (September), 133-146.

Existential-phenomenology is presented as an alternative para­digm for conceptualizing and studying consumer experience. Ba­sic theoretical tenets of existential-phenomenology are con­trasted with more traditional assumptions and methods used in consumer research. The metaphors used by each paradigm to de­scribe its world view are provided and their respective implica­tions for consumer research discussed. One phenomenological research method is detailed, and examples of how the method is applied and the type of data it produces are provided. An episte­mological analysis reveals that existential-phenomenology can provide an empirically based and methodologically rigorous un­derstanding of consumer phenomena.

TYBOUT, Alice M. see Meyers-Levy, Joan (June 1989)

U URBANY, Joel E., Peter R. DICKSON, and William L.

WILKIE (1989), Buyer Uncertainty and Informa­tion Search (September), 208-215.

Preliminary measures of pre-purchase uncertainty were devel­oped through focus group interviews and were administered to a nationwide sample of recent appliance purchasers. Responses indicated the presence of two general types of uncertainty: knowl­edge uncertainty (uncertainty regarding information about alter­natives) and choice uncertainty (uncertainty about which alter­native to choose). In exploring how each ofthese uncertainty di­mensions was related to search behavior, we found that choice uncertainty appeared to increase search, but knowledge uncer­tainty had a weaker, negative effect on search. Implications of the findings for previous research on the relationship between uncer­tainty and search are discussed, along with research directions.

v VAN HOUWELINGEN, Jeannet H. and W. Fred VAN

RAAIJ (1989), The Effect of Goal-Setting and Daily Electronic Feedback on In-Home Energy Use (June),98-105.

Goal-setting in conjunction with feedback on the degree of goal attainment can assist consumers in monitoring and, thus, reduc­ing or stabilizing their in-home energy use. A field experiment compared the effects of daily electronic feedback with monthly external feedback and with self-monitoring of energy use. With daily feedback, a 12.3 percent reduction in natural gas use was achieved, more than in the other conditions and more than the stated 10 percent conservation goal. One year after the experi­ment, energy use remained reduced relative to the baseline in all groups; however, differences between the experimental condi­tions were no longer significant.

VAN RAAIJ, W. Fred see Van Houwelingen, Jeannet H. (June 1989)

W WALLENDORF, Melanie see Belk, Russell W. et al.

(June 1989)

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WERNERFELT, Birger see Hauser, John R. (March 1990)

WILKIE, William L. see Urbany, Joel E. et al. (Septem­ber 1989)

WILLIAMS, Carol J. see Fazio, Russell H. et al. (Decem­ber 1989)

WITKOWSKI, Terrence H. (1989), Colonial Consum­ers in Revolt: Buyer Values and Behavior During the Nonimportation Movement, 1764-1776 (Sep­tember),216-226.

Although colonial Americans had long valued frugality and had limited their consumption, actual demand for material comforts

THE JOURNAL OF CONSUMER RESEARCH

and imported consumer goods grew vigorously during the third quarter of the eighteenth century. The nonimportation move­ment, primarily a politically motivated boycott of British manu­factures intended to force repeal of distasteful tax laws, also re­affirmed traditional values and attempted to improve the image of products made in America. Following a discussion of the colo­nial market and nonimportation, this article examines conflicts between old values backed by patriotic appeals and emerging buyer preferences. The concluding section draws a few implica­tions for understanding present-day consumers.

WRIGHT, Peter see Kirmani, Amna (December 1989)

WYER, Robert S., Jr. see Hong, Sung-Tai (September 1989)

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Volume 16 Subject Index Volume/Issue/Page

Advertising Effects Consumer Satisfaction/Dissatisfaction Berger and Mitchell 16 (Dec. 1989) 269 Oliver and Swan 16 (Dec. 1989) 372 Deighton, Romer, and McQueen 16 (Dec. 1989) 335 Witkowski 16 (Sept. 1989) 216 Ford, Smith, and Swasy 16 (Mar. 1990) 433

Consumer Socialization HaandHoch 16 (Dec. 1989) 354 Holbrook and Schindler 16 (June 1989) 119 Herr 16 (June 1989) 67 John and Sujan 16 (Mar. 1990) 452 Kellaris and Cox 16 (June 1989) 113 Kirmani and Wright 16 (Dec. 1989) 344 Content Analysis McCracken 16 (Dec. 1989) 310 Deighton, Romer, and McQueen 16 (Dec. 1989) 335 Meyers-Levy 16 (Sept. 1989) 197 Cross-Cultural Research Meyers-Levy 16 (June 1989) 76 Arnou1d 16 (Sept. 1989) 239 Rothschild and Hyun 16 (Mar. 1990) 472 Stayman and Deshpande 16 (Dec. 1989) 361 Scott, Klein, and Bryant 16 (Mar. 1990) 498

Deceptive Advertising Affect Schul and Mazursky 16 (Mar. 1990) 442

Meyers-Levy and Tybout 16 (June 1989) 39 Deviant Consumer Behavior Attitudes O'Guinn and Faber 16 (Sept. 1989) 147

Berger and Mitchell 16 (Dec. 1989) 269 Economic Analysis Fazio, Powell, and Williams 16 (Dec. 1989) 280 Kellaris and Cox 16 (June 1989) 113 Hauser and Wernerfelt 16 (Mar. 1990) 393

Meyers-Levy and Tybout 16 (June 1989) 39 Energy

Attribution Theory and Self-Perception Van Houwelingen and Van Raaij 16 (June 1989) 98

Lichtenstein and Bearden 16 (June 1989) 55 Ethnography

Causal Modeling Arnould 16 (Sept. 1989) 239 Belk, Wallendorf, and Sherry 16 (June 1989) 1

Denison and Fornell 16 (Mar. 1990) 479 Family Decision Making

Charity and Gift Giving Menasco and Curry 16 (June 1989) 87 Belk, Wallendorf, and Sherry 16 (June 1989)

Group and Interpersonal Influence Child Consumers Bearden and Rose 16 (Mar. 1990) 461

John and Sujan 16 (Mar. 1990) 452 Dillon, Mulani, and Frederick 16 (June 1989) 106 McCracken 16 (Dec. 1989) 310

Choice Models Stayman and Deshpande 16 (Dec. 1989) 361 Arnould 16 (Sept. 1989) 239

Historical Analysis Hauser and Wernerfelt 16 (Mar. 1990) 393 Johnson 16 (Dec. 1989) 300 Witkowski 16 (Sept. 1989) 216

Menasco and Curry 16 (June 1989) 87 Incongruity Simonson 16 (Sept. 1989) 158 Meyers-Levy and Tybout 16 (June 1989) 39

Cognitive Response Inference Processes Oliver and Swan 16 (Dec. 1989) 372 Kirmani and Wright 16 (Dec. 1989) 344

Conjoint Analysis Information Acquisition Moore and Holbrook 16 (Mar. 1990) 490 Van Houwelingen and Van Raaij 16 (June 1989) 98 Teas and Perr 16 (Dec. 1989) 384

Consumer Behavior Theory Information Processing

Brucks and Schurr 16 (Mar. 1990) 409 Belk 16 (June 1989) 129 Deighton, Romer, and McQueen 16 (Dec. 1989) 335 Hauser and Wernerfelt 16 (Mar. 1990) 393 Fazio, Powell, and Williams 16 (Dec. 1989) 280 Kirmani and Wright 16 (Dec. 1989) 344 HaandHoch 16 (Dec. 1989) 354 McCracken 16 (Dec. 1989) 310 Herr 16 (June 1989) 67 Meyers-Levy 16 (Sept. 1989) 197 Hong and Wyer 16 (Sept. 1989) 175 O'Guinn and Belk 16 (Sept. 1989) 227 John and Sujan 16 (Mar. 1990) 452 O'Guinn and Faber 16 (Sept. 1989) 147 Johnson 16 (Dec. 1989) 300 Oliver and Swan 16 (Dec. 1989) 372 Kirmani and Wright 16 (Dec. 1989) 344 Thompson, Locander, and Pollio 16 (Sept. 1989) 133 Lichtenstein and Bearden 16 (June 1989) 55 Witkowski 16 (Sept. 1989) 216

McGill and Anand 16 (Sept. 1989) 188 Consumer Expertise Meyers-Levy 16 (June 1989) 76

Brucks and Schurr 16 (Mar. 1990) 409 Meyers-Levy 16 (Sept. 1989) 197 Herr 16 (June 1989) 67 Meyers-Levy and Tybout 16 (June 1989) 39 Urbany, Dickson, and Wilkie 16 (Sept. 1989) 208 Park and Smith 16 (Dec. 1989) 289

509

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510 THE JOURNAL OF CONSUMER RESEARCH

Rothschild and Hyun 16 (Mar. 1990) 472 McGill and Anand 16 (Sept. 1989) 188 Schul and Mazursky 16 (Mar. 1990) 442 Schul and Mazursky 16 (Mar. 1990) 442

Information Search Philosophy of Science Brucks and Schurr 16 (Mar. 1990) 409 Belk 16 (June 1989) 129 HaandHoch 16 (Dec. 1989) 354 Thompson, Locander, and Pollio 16 (Sept. 1989) 133 Hauser and Wernerfelt 16 (Mar. 1990) 393 Physiological Research Urbany, Dickson, and Wilkie 16 (Sept. 1989) 208

Rothschild and Hyun 16 (Mar. 1990) 472 Innovation and Diffusion Postpositivism Arnould 16 (Sept. 1989) 239

Belk 16 (June 1989) 129 Judgment and Decision Making Belk, Wallendorf, and Sherry 16 (June 1989) 1

Brucks and Schurr 16 (Mar. 1990) 409 Stern 16 (Dec. 1989) 322 Fazio, Powell, and Williams 16 (Dec. 1989) 280 Thompson, Locander, and Pollio 16 (Sept. 1989) 133 HaandHoch 16 (Dec. 1989) 354 Price Research Hauser and Wernerfelt 16 (Mar. 1990) 393 Herr 16 (June 1989) 67 Holbrook and Schindler 16 (June 1989) 119 Jacobson and Obermiller 16 (Mar. 1990) 420 Hong and Wyer 16 (Sept. 1989) 175 Lichtenstein and Bearden 16 (June 1989) 55 Johnson 16 (Dec. 1989) 300 Kellaris and Cox 16 (June 1989) 113 Product and Brand Choice Menasco and Curry 16 (June 1989) 87 Bearden and Rose 16 (Mar. 1990) 461 Meyers-Levy and Tybout 16 (June 1989) 39 Berger and Mitchell 16 (Dec. 1989) 269 Moore and Holbrook 16 (Mar. 1990) 490 Fazio, Powell, and Williams 16 (Dec. 1989) 280 Park and Smith 16 (Dec. 1989) 289 Johnson 16 (Dec. 1989) 300 Simonson 16 (Sept. 1989) 158 McGill and Anand 16 (Sept. 1989) 188 Teas and Perr 16 (Dec. 1989) 384 Moore and Holbrook 16 (Mar. 1990) 490

Urbany, Dickson, and Wilkie 16 (Sept. 1989) 208 Park and Smith 16 (Dec. 1989) 289

Leisure and Recreation Simonson 16 (Sept. 1989) 158

Holbrook and Schindler 16 (June 1989) 119 Public Policy Macro Consumer Behavior

Ford, Smith, and Swasy 16 (Mar. 1990) 433 Van Houwelingen and Van Raaij 16 (June 1989) 98

McCracken 16 (Dec. 1989) 310 O'Guinn and Belk 16 (Sept. 1989) 227 Retailing Witkowski 16 (Sept. 1989) 216 Oliver and Swan 16 (Dec. 1989) 372

Market Segmentation Self-Concept Holbrook and Schindler 16 (June 1989) 119 Belk 16 (June 1989) 129

Memory Cohen 16 (June 1989) 125

John and Sujan 16 (Mar. 1990) 452 O'Guinn and Faber 16 (Sept. 1989) 147

Meyers-Levy 16 (Sept. 1989) 197 Services Meyers-Levy and Tybout 16 (June 1989) 39 Van Houwelingen and Van Raaij 16 (June 1989) 98 Rothschild and Hyun 16 (Mar. 1990) 472 Sex Roles Schul and Mazursky 16 (Mar. 1990) 442 Menasco and Curry 16 (June 1989) 87

Mental Imagery Meyers-Levy 16 (June 1989) 76 McGill and Anand 16 (Sept. 1989) 188 Situational Factors

Motivation Scott, Klein, and Bryant 16 (Mar. 1990) 498 Cohen 16 (June 1989) 125 Simonson 16 (Sept. 1989) 158

Multiattribute Models Stayman and Deshpande 16 (Dec. 1989) 361

Teas and Perr 16 (Dec. 1989) 384 Sociological Analysis

Multivariate Methods Belk 16 (June 1989) 129 Belk, Wallendorf, and Sherry 16 (June 1989) 1

Dillon, Mulani, and Frederick 16 (June 1989) 106 Holbrook and Schindler 16 (June 1989) 119 New Products O'Guinn and Belk 16 (Sept. 1989) 227

Teas and Perr 16 (Dec. 1989) 384 Stem 16 (Dec. 1989) 322

Personality Symbolic Consumer Behavior Bearden and Rose 16 (Mar. 1990) 461 Arnould 16 (Sept. 1989) 239 O'Guinn and Faber 16 (Sept. 1989) 147 Belk, Wallendorf, and Sherry 16 (June 1989) 1

Persuasion Cohen 16 (June 1989) 125

Berger and Mitchell 16 (Dec. 1989) 269 Stem 16 (Dec. 1989) 322

Deighton, Romer, and McQueen 16 (Dec. 1989) 335 Validity and Reliability HaandHoch 16 (Dec. 1989) 354 Denison and Fornell 16 (Mar. 1990) 479 McCracken 16 (Dec. 1989) 310 Teas and Perr 16 (Dec. 1989) 384

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The Burke Institute Partial schedule of seminars January 1990-September 1990

101. Practica!MarketlngResean:h Atlanta ••.•..•..••.. Jan.B-10 Boston •.•.•••.•.... Jan.29-31 Cincinnati .••..•.•••. Feb. 5-7 Chical!o •.•.•••••••. Feb. 28-Mat 2 New\"ork ........... Mat26-28 Detroit ............. April2-4 San Francisco •••••..• April30-May2 Cincinnati •.••..••.•• May 14-16 New York .••..•••..• June 4-6 Chicago ............ June25-27 Cincinnati ........... July 16-18 New York .••.••.••.. Aug.8-10 Cincinnati •.••••••••• Sept. 5-7 Boston ••.••.•••.••• Sept.24-26

102. Introduction to Markethtg Research Cincinnati ••••••••.•• Mar. 5-6

104. Questionnaire Construction Workshop New York •......•... Feb. 27-28 Cincinnati ......•.••• Mat 26-27 Chic"llo •.••.••..••• Aprill7-18 Detroit .•.•••.••.••• May 23-24 New York ....•••..•. June 12-13 Los Angeles ••.......• July 31-Aug.l Cincinnati •••.......• Sept. 11-12

105. Questionnaire D~gn: AppUcations and Enhancements New York .••••.••..• Mat 1-2 Cincinnati .•••.•••••• Mat 28-29 New York ........... Junel4-15 Los Angeles ......•.•• Aug. 2-3 Cincinnati •.•.•....•• Sepll3-14

20 l. Focus Groups: An Introduction New York ••..•...•.. Feb. 12-13 Boston ............. Mat6-7 Chicago ............ April19-20 Boston •...•....•... Sept.27-28

202. Focus Groups: AnAppBcations Workshop New York •••••.•.... Feb. 14-15

203. Focus Group Moderator Training Cincinnati ••..••••••• Jan.30-Feb.2 Cincinnati .......•.•• Feb. 20-23 Cincinnati •••.••.•••. Mar. 13-16 Cincinnati •••.••••••• April3-6 Cincinnati ....•.•..•• May8-11 Cincinnati ........... June 19-22 Cincinnati .•.••.•...• July 10-13 Cincinnati ••••••••.•. Aug. 14-17 Cincinnati ••••••••.•• Sept. 18-21

204. Qualitative Marketing Resean:h with Children New York ........... Feb. 16

301. Writing Actionable Marketing Research Reports Los Angeles •••••..... Jan.I0-11 Chicago .••••.•••... Feb. 1-2 Cincinnati •••.•.••••. Mat 19-20 San Francisco •••.•.•• May 3-4 New York ........... June7-8 Detroit ••.•••.•••••• Aug.21-22 Cincinnati •.•••••.•.. Sept.20-21

302. Effective Oral Presentation of Marketing Information Cincinnati •••••••.••. Jan. 22-24 Cincinnati ••.•.••.••• Mat21-23

401. Managing Markethtg Research Boston ............. Feb. 1-2 New York •.•••.••.•• June28-29 Cincinnati .......•... Sept. 26-27

501.~~~~.~-~~~~~~~~h New York ...•......• Mat29-30 Cincinnati ........... May 17-18 New York ...••..••.• June26-27 Cincinnati •.••.•••••• Sept.24-25

502. Product Resean:h Cincinnati ..•.•..••.• Feb.6-7 Cincinnati .••..•••••. May 8-9 New York .••........ July 10-11

503.~~~!:t~~~~~~.8-9 New York •••••...... Aug. 21-22

504. Advertising Research New York ••..•..•.•• Jan. 25-26 Cincinnati ••.•••••••. May 24-25

505. Positioning and Segmentation Resean:h New York ........... Jan.23-24 Cincinnati ..•........ May 22-23 New York ••••.•••••• Aug.21-22

506. Customer Satisfaction Resean:h Cincinnati ...•....... Jan.IB-19 Los Angeles ..•.••.••. Mat 15-16 Cincinnati .•..•..•••. May 3-4 New York •••.•••.••. July 12-13 Cincinnati ..••.••..•. Aug. 23-24

507. Prictng Strategy & Tactics Cincinnati ••.••.••..• Feb. 22-23

601. Tabulation & Interpretation of Marketing Resean:h Data Chicago ••.••.••.••. Feb. 12-13 Boston • ; ••.•...•... Mat 12-13 Cincinnati •.•••••.•.. April23-24 New York ••.••••.••. June 18-19 San Francisco ••..•••• Aug 6-7

602. 1bols and 'Thclmiques of Data Analysis Chicago ............ Feb. 14-16 Boston ............. Mat 14-16 Cincinnati .....•...•• April25-27 New York .......•.•• June20-22 San Francisco ..•..••. Aug. 8-10 Detroit •.••.••.•••.. Aug29-31 Cincinnati ••••••••••• Sept.17-19

603. Practical Multivariate Analysis New York ........... Feb.7-9 Chicago ............ Mat 19-21 Cincinnati ........... Aprill8-20 Boston •..••.....•.. June 12-14 New York •.••..•.••. July25-27 Los Angeles ...•••••.• Sept.ll-13

701.~=0~~=" 901. Four-Week Certificate Program

New York ....•..•..• June4-27 Cincinnati ••.•..•.... Sept.5-25

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Please look over the list of our current seminars. Then call us toll-free. We will help you select the best seminar or other educational opportunity to meet your specific needs. Please call Lisa Raffignone, Marketing Manager, or D1: Sid Venkatesh, President, at 800-544-7373 (ext. 3775).

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