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Proceedings of the 1979 Academy of Marketing Science (AMS) by Howard S. Gitlow, Edward W. Wheatley

By Howard S. Gitlow, Edward W. Wheatley

This quantity contains the entire court cases from the 1979 Academy of promoting technology (AMS) Annual convention held in Miami, Florida. It offers numerous caliber learn within the fields of promoting idea and perform in parts reminiscent of shopper behaviour, advertising administration, advertising and marketing schooling and overseas advertising, between others.

Founded in 1971, the Academy of selling technological know-how is a global association devoted to selling well timed explorations of phenomena regarding the technology of promoting in concept, examine, and perform. between its prone to participants and the group at huge, the Academy deals meetings, congresses and symposia that allure delegates from around the globe. shows from those occasions are released during this complaints sequence, which bargains a entire archive of volumes reflecting the evolution of the sector. Volumes bring state of the art study and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of selling Science(JAMS) and AMS assessment. Volumes are edited via top students and practitioners throughout a variety of topic parts in advertising science.

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Approximately 10% of the homes in the sample were new, while the remainder were previously occupied. Need For Evaluative Criteria A reasonable place to begin an investigation of product-specific consumer behavior is to explore the evaluative criteria which underlies the purchase decision of consumers. Engle, Kollat,and Blackwell (1973) describe the meaning and significance of evaluative criteria: Evaluative criteria are those specifications either subjective or objective, used by consumers to compare and evaluate alternatives.

2 H4: Because of greater prior problems in obtaining satisfactory service from sales people in retail stores relative to whites, black opinion leaders and innovators will place more emphasis on this store attribute (Campbell and Schuman, 1968) • H5: Black opinion leaders and innovators will have a greater tendency to shop at discount stores than will whites (Zikmlnd, 1977; Stafford, Cox, Higginbottom, 1968; Alexis, 1962; Andreason, 1971, 1972a, 1972b, 1975; Caplovitz, 1963). H6: Black opinion leaders and innovators will utilize different types of mass media than will whites (Solomon, Bush and Hair, 1976).

On with an ethnic group was unmeasured, as was also its salience to their thoughts and acti~ns. Additionally, the product-innovation-context of wearing apparel may provide some results which are stimulus-specific and not transferable to other product categories. 2 llaclr. 5 leer~ tiona! ~Io:: aus in~ 55 ~ White One explanation that seems plausible for this outcome is that black opinion leaders may be more closely integrated within their ethnic boundaries and more committed to minimizing their possible contacts with whites.

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