2006 Atlantic
Marketing Association Conference
Program
Sessions
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8:00 - 9:15am |
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Session Title: Technology and Advertising
Session Chair: William Piper, Alcorn State University
Paper One: Cyberscape: The Next Dimension of Successful
Product Placement
Stefan Nicovich, Lynchburg College
George Miaoulis, Jr., Lynchburg College
Jonathan Gutman, University of New Hampshire, Emeritus
Erica Archer, Adexx Corporation
Paper Two: Theoretical Underpinnings and Research Hypotheses
for Investigating How and Why Advergaming Works
Julie M. Pharr, Tennessee Tech University
Paper Three: Leveraging Technology for Physician Relationships:
Pharmaceutical Companies Moving to E-Detailing and Electronic Customer Relationship
Management
Perry Haan, Tiffin University
Kathleen Platt, Wyeth Pharmaceuticals
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8:00 - 9:15am |
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Session B: Consumer Behavior in Services Marketing
Session Chair: Christine A. Lai, Daemen College
Paper One: Influencers Impacting the
Diffusion of M-Commerce Activities Among Final Consumers
Brent J. Cunningham, Jacksonville State University
Pat Borstorff, Jacksonville State University
James L. Thomas, Jacksonville State University
Paper Two: An Analysis of Insurance Brand Marks
Darryl W. Miller, University of Wisconsin-River Falls
Ozcan Kilic, University of Wisconsin-River Falls
Paper Three: Measuring Consumer Involvement: Application
and Extension into the Services Context
Brian R. Kinard, Mississippi State University
Michael Capella, Villanova University
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8:00 - 9:15am |
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Session C: Emerging Trends in Retailing
Session Chair: M. Meral Anitsal, University of West Georgia
Paper One: Elder Care and the Pending
Employee Shortage: Implications for Retail Productivity
Mark C. Gillen, University of Wisconsin River Falls
Ed Chung, Elizabethtown College
Ruth McKay, Carleton University
Paper Two: Shopping Centers in Dubai
Betty V. Balevic, Skidmore College
Paper Three: Co-Production of Services: A New Framework
Douglas C. Friedman, Penn State Harrisburg
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9:30 - 10:45am |
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Session A: Services Marketing
Session Chair: Elizabeth C. Alexander, Marshall University
Paper One: Does Personal Moral Philosophy Type Impact Evaluations
of Unethical Service Recovery Strategies?
Elizabeth C. Alexander, Marshall University
Paper Two: Empowering Front-Line Employees to Implement Service
Recovery Strategies
Leroy Robinson Jr., University of Houston-Clear Lake
Sue E. Neeley, University of Houston-Clear Lake
Kathleen Williamson, University of Houston-Clear Lake
Paper Three: The Absence of Reputation: An Exploration into
Service Entrepreneurs' Dilemma Using Agency and Signaling Theory
Michael R. Bowers, Rollins College
Michelle E. Wilson, Cincinnati, OH
Jule Gassenheimer, Rollins College
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9:30 - 10:45am |
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Session B: Selling and Sales Management
Session Chair: Renee J. Fontenot, Georgia College and State University
Paper One: A Measure of Salesperson Trust of the Sales Manager
Gordon Mosley, Troy University
Paper Two: Relationship Building Ideas from a Gender Perspective:
Insights for Personal Selling from Dating in College Campuses
Syed Saad Andaleeb, Penn State Erie
Jeffrey Stempka, Penn State Erie
Jessica Rockage, Penn State Erie
Paper Three: The "Give-Me" Generation's Internet
Attitude
Deborah H. Lester, Kennesaw State University
Dolly D. Lloyd, University of Southern Mississippi
Andrew M. Forman, Hofstra University
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9:30 - 10:45am |
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Session C: Tourism/Events/Sports/Hospitality/Entertainment
Session Chair: Richard Robinson, Marquette University
Paper One: Tourist Information Search and Acquisition: An
Extended Framework
Bing Pan, College of Charleston
Gregory Turner, College of Charleston
Paper Two: Wanderlust among College Students: An Investigative
Study
Peggy O. Shields, University of Southern Indiana
Paper Three: Direct Marketing in the Travel Industry: From
Revolution to Evolution
Richard Robinson, Marquette University
Terrence Kearney, Chicago State University
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11:00 - 12:15pm |
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Session A: Teaching the Societal Value of Marketing through Service Learning
Projects
Session Chair: Louis M. Capella, Mississippi State University
Paper One: Same Class, Different Perceptions: Is it the
Students or the Service-Learning Project?
Jane S. Reid, Youngstown State University
Mark F. Toncar, Youngstown State University
Cynthia E. Anderson, Youngstown State University
Paper Two: The Best of all Learning Worlds: Incorporating
Service Learning in a Cross-Course Case
Deanna D. Mader, Marshall University
Elizabeth C. Alexander, Marshall University
Paper Two: A Study of Student Centeredness and its Effect
on Retention
Perry Haan, Tiffin University
Lisa Kirchner, Tiffin University
Gene Chintala, Tiffin University
Kristi Krintzline, Tiffin University
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11:00 - 12:15pm |
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Session B: Global Markets and Competition
Session Chair: William Foxx, Auburn University Montgomery
Paper One: Aspects of Advertising in Two Central European
Countries
Gary Sibeck, Loyola Marymount University
Paper Two: Sad Movies Always Make Me Cry: Cross-Cultural Differences
in Response to Emotional Stimuli
Paul Ngo, St. Norbert College
Ed Chung, Elizabethtown College
David Wicks, St. Mary's University
Paper Three: Speeding to Market: Modeling the Use of Time
as a Strategic Weapon
Jane Boyd Thomas, Winthrop University
Marilyn Smith, Winthrop University
Michele Henderson, Queens University of Charlotte
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11:00 - 12:15pm |
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Session C: Case Studies in Marketing
Session Chair: Ismet Anitsal Tennessee Tech University
Paper One: American Cranberry Corporation: Cranberry Zumo
Anyone?
Richard Sjolander, University of West Florida
Stephanie Maynard-Patrick, University of West Florida
Laura Luca de Tena, University of West Florida
Jeronimo Marin, University of West Florida
Paper Two: A Small Town Practice: Seeking New Directions
John E. Crawford, Lipscomb University
Paper Three : Private Branding-Difficult Decisions
Gurram Gopal, Elmhurst College
Tiim Engstron, Elmhurst College
Jim Smith, Elmhurst College
Michelle Fragoso, Elmhurst College
Beth Toth, Elmhurst College
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8:00 - 9:15am |
Session A |
Session A: Advertising Audio-Visual
Session Chair: Timothy J. Schibik, University of Southern Indiana
Paper One: Death of the Sales Gain: The Negative Impacts Associated
with the Use of Strong Sexual Images on In-Store Poster Advertisements for
Gendered Products
Adam Massey, Berry College
Nancy D. Albers-Miller, Berry College
Paper Two: Another Look at the Effects of Background Music
on Persuasion
Suzeanne B. Benet, Grand Valley State University
Paper Three : Promoting a Balance-of-Trade and Payment Surplus:
Some Historical Perspective about Marketing the Dangers of an External Deficit
Alfred C. Holden, Fordham University
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8:00 - 9:15am |
Session B |
Session B: Marketing Strategy
Session Chair: Jeffrey Periatt, Auburn University Montgomery
Paper One: Organizational Influences on Market Orientation
in a Semi-Regulated Market
Thomas Powers, University of Alabama at Birmingham
Joseph Ritto, New Jersey City University
Paper Two: Toward Self-Productivity: Suburban Office Parks
as an Illustration
Ismet Anitsal, Tennessee Tech University
Ferdinand Difurio, Tennessee Tech University
M. Meral Anitsal, University of West Georgia
Paper Three:Entrepreneurial Marketing and Business Sustainability
J. Clint Anderson, J. Clint Anderson Company
Perry Haan, Tiffin University
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8:00 - 9:15am |
Session C Drayton Room |
Session C: Pot Pourri
Session Chair: Scott Markham, University of Central Arkansas
Paper One: Pre-Testing Market Knowledge/Advertising Themes
and Post-Testing Market Knowledge/Advertising Effectiveness for Non-Profits
Scott Markham, University of Central Arkansas
Joe Cangelosi, University of Central Arkansas
Yeun Chan, University of Central Arkansas
Paper Two: Biometrics in Retailing: Identifying the Research
Opportunities
Richard Clodfelter, University of South Carolina
Paper Three: Factors Related to Ratings of Physician Offices:
Implications for Marketing
Dennis Emmett, Marshall University
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9:30-10:45am |
Session A |
Session A: Advertising Tactics
Session Chair: Kimball P. Marshall, Alcorn State University
Paper One: When the Wrong Audience Intercepts the Message:
On-Target and Off-Target Consumer Responses to Gendered Advertisements
James Colvin, University of Georgia
Nancy D. Albers-Miller, Berry College
Paper Two: Consumer Perceptions of Celebrity Endorsements
in Advertisements: A Cross-Cultural Study
Samdutta Biswas, San Francisco State University
Mahmood Hussain, San Francisco State University
Kathleen O'Donnell, San Francisco State University
Paper Two: Brad Pitt and Peyton Manning: Is Generation Y
"Buying" What They are Selling?
Kim Whalen, Elizabeth College
Joy M. Pahl, St. Norbert College
Iris A. Jenkel, St. Norbet College
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9:30-10:45am |
Session B |
Session B: Consumer Purchase Behavior Research
Session Chair: Perry Haan, Tiffin University
Paper One: The Application of an Expectancy Model to the Digital
Camera Product Category
Christine A Lai, Daeman College
William R. DiPietro, Daeman College
Paper Two: Exploring the "Authenticity" of Consumption
Objects and Potential Influences on the Appraisal of Another's Identity
Douglas R. Ewing, Ohio Health Foundation
Randall L. Ewing, Ohio Northern University
Paper Three: A Generational Cohort Approach to Segmentation
Ron Lennon, Barry University
Bay O'Leary, Barry University
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9:30-10:45am |
Session C |
Session C: Teaching Tools for Enhancing Student Learning: Selection and
Issues
Session Chair: Douglas Robideaux, Grand Valley State University
Paper One: Marketing Textbook Adoption: A Pilot Study
Kenneth E. Clow, University of Louisiana-Monroe
C. William McConkey, University of Louisiana-Monroe
Robert E. Stevens, University of Louisiana-Monroe
Paper Two: Wireless Devices in the Classroom: Issues for
Marketing Educators
Sue Y. McGorry, DeSales University
Paper Two: Pre-tests and their Influence on Examination
Grades
Janelle E. Goodnight, Western New England College
David L. Russell, Western New England College
Robin J. Wayne, Western New England College
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11:00 - 12:15pm |
Session A |
Session A: Stimulating Classroom Student Interaction Through Class Activities/Projects
Session
Chair: Sue Y. McGorry, DeSales University
Paper One: Concentration of Buying Power in the Manufacturing
Sector: An Industrial Application in the Classroom
Vaughan Judd, Auburn University Montgomery
Betty Tims, Auburn University Montgomery
Paper Two: Implementing a Means-End Laddering Project for
an Undergraduate Consumer Behavior Class
Douglas Robideaux, Grand Valley State University
Paper Two: Teaching Students to Think like a Marketer: A
Case for Reflective Learning
Peggy Shields, University of Southern Indiana
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11:00 - 12:15pm |
Session B |
Session B: Application of Marketing Concepts to Nonprofits
Session Chair: Patricia Knowles, Clemson University
Paper One: Developing Zoo and Aquarium Web Sites for Enhancement
of Patron Relationships
Bart Kittle, Youngstown State University
Ester Newman, Cleveland Metroparks Zoo
Paper Two: Applying Market Research Techniques to Measure
Churchgoing Motivations
John M. McGrath, University of Pittsburg-Johnstown
Paper Three: The IMF Focus on African Economic Development:
Making Sense of an Emerging International Marketing Goal of a Multilateral
Institution
Alfred Holden, Fordham University
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11:00 - 12:15pm |
Session C |
Session C: Tourism/Events/Sports/Hospitality/Entertainment
Session Chair: Linda Nowak, Sonoma State University
Paper One: 3…2…1…Liftoff: The Launch of Space Tourism
Jean Harrison-Walker, University of Houston Clear Lake
Paper Two: Miles and Snow Typology and the Parks and Recreation
Industry
Jeffrey Periatt, Auburn University Montgomery
Donald R. Self, Auburn University Montgomery
Paul Morton, Alabama Recreation and Parks Association
Carolyn Findley, Auburn University Montgomery
Paper Three: The Impact of Positive Affect on Restaurant
Satisfaction
Linda Nowak, Sonoma State University
Sandra Newton, Sonoma State University
Business Luncheon 12:30-2:00
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8:00 - 9:15pm |
Session A |
Session A: Special Markets in Advertising
Session Chair: Timothy J. Schibik, University of Southern Indiana
Paper One: Obedience to the Unenforceable: Ethical Imperatives
in Serving the Vulnerable
P. Raj Devasagayam, Siena College
Deborah L. Kelly, Siena College
Paper Two: Market Appeals and Organizational Structure for
Not-for-Profits: Propositions and a Call for Research
Kimball P. Marshall, Alcorn State University
William S. Piper, Alcorn State University
Paper Two: Trends in Marketing Admissions in For-Profit
Universities
John V. Peterson
Perry Haan, Tiffin University
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8:00 - 9:15pm |
Session B |
Session B: Professional Sales
Session Chair: Renee Fontenot, Georgia College and State University
Paper One: An Exploratory Study of the Relationship between
Selected Strategic Marketing Variables and Sales Growth for Small Entrepreneurial
Firms
J. Donald Weinrauch, Tennessee Tech University
Ismet Anitsal, Tennessee Tech University
Paper Two: Modeling Customer Retention and Its Impacts:
An Initial Exploration
Conway Lackman, Duquesne University
John Lanasa, Duquesne University
Paper Three: Evaluating Product Support Services in Business-to-Business
Relationships: The Role of Corporate and Salesperson Source Credibility
Joseph J. Belonax, Western Michigan University
Stephen J. Newell, Western Michigan University
Richard E. Plank, University of South Florida
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8:00 - 9:15pm |
Session C |
Session C: Pot Pourri
Session Chair: L. Milton Glisson, North Carolina A&T University
Paper One: Marketing for Art's Sake: The Role of Situation
Assessment
John E. Timmerman, Abilene Christian University
Robert Green, Abilene Christian University
Paper Two: The Right Prescription: RFID
and the Pharmaceutical Supply Chain
Michael A. Jones, Southeaster Louisiana University
David C. Wyld, Southeaster Louisiana University
Paper Three: The Impact of E-Commerce on Transportation
L. Milton Glisson, North Carolina A&T University
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9:30 - 10:45pm |
Session A |
Session A: Health Care Marketing
Session Chair: David Paul III, Monmouth University
Paper One: Reaching Out to the Medically Underserved: Multicultural
Marketing Strategies for the Growing Hispanic Population
Sarah L. Klammer Krruse, Open Door Health Center
Perry Haan, Tiffin University
Paper Two: Factors Influencing the Adoption of the Magnet
Hospital Concept
Tomas Sanders, University of Alabama, Birmingham
Paper Three: Changes in Outpatient Satisfaction Levels at
Huntington VA Medical Center
Ashish Chandra, Marshall University
John B. Finlay, Virginia Medical Center, Huntington,
WV David P. Paul III, Monmouth University
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9:30 - 10:45pm |
Session B |
Session B: Getting Help and Learning from For-Profits (Knowles)
Session Chair: Alfred Holden, Fordham University
Paper One: Planning Issues for Nonprofit Partnerships
James W. Harvey, George Mason University
Kevin F. McCrohan, George Mason University
Paper Two: Survey of Top-of-Mind Awareness of Programs and
Services Provided by National Nonprofit Organizations
Jane Reid, Youngstown State University
Paper Three: Microenterprise in the United States: Background
and Current Assessment
Douglas Fugate, Western Kentucky University
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9:30 - 10:45pm |
Session C |
Session C: How We Conduct Class: Does it Make a Difference?
Session Chair: Brian Kinard, Georgia Southern University
Paper One: Marketing's Empty Space: The Stage as an Energizing
Metaphor
John E. Timmerman, Abilene Christian University
Paper Two: The First Five Minutes of Class: How Much Difference
Does it Make?
Dennis E. Clayton, University of Northern Iowa
Paper Three: Impact of the Rolling Learning Cell Model on
Student Attitudes Toward Teamwork: An Exploratory Study
Elizabeth R. Elam, Western New England College
Janelle E. Goodnight, Western New England College
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11:00 - 12:15pm |
Session A |
Session A: Faculty Development
Session Chair: M. Meral Anitsal University of West Georgia
Paper One: Enhancing Marketing Faculty Careers: Key Elements
of a Sustainable Faculty Internship Program
Jacqueline A. Williams, North Carolina A&T State University
Joe M. Ricks, Xavier University
Paper Two: Guidelines for Doctoral Students on the Academic
Job Market: Eight Steps for Getting First FacultyPosition
Ismt Anitsal,Tennessee Tech University
Sanela Porca, University of South Carolina, Aiken
Paper Three: What's Next? The Case Discussion that Went
Awry!
Keith C. Jones, North Carolina A&T State University
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11:00 - 12:15pm |
Session B |
Session B: Sports Marketing
Session Chair: Robert Montgomery, University of Evansville
Paper One: Walking-Your-Talk: Importance of Performance
Analysis for Future Golf Professionals
Mark Mitchell, Coastal Carolina University
A.J. Taylor, Coastal Carolina University
Michael Latta, Coastal Carolina University
Charles Thrash, Coastal Carolina University
Paper Two: The On-Campus Marketing of Men's College Basketball
Mark Hartley, College of Charleston
Gregory Turner, College of Charleston
Paper Three: An Examination of Fan Support for Women's College
Basketball
Robert Montgomery, University of Evansville