Journal of

Vol. 65, No. 2

EDITOR David W. Stewart Marshall School of Business HOH 700D University of Southern California Los Angeles, CA 90089-1426 ASSISTANT TO THE EDITOR Brenda Miller Tel: (213) 740-6892 Fax: (213) 740-6297 E-mail: jmarket@marshall.usc.edu MARKETING LITERATURE REVIEW Myron Leonard Western Carolina University BOOK REVIEWS Terry Clark Southern Illinois University

American Marketing Association 311 S. Wacker Drive, Suite 5800 Chicago, IL 60606-2266 VICE PRESIDENTPUBLICATIONS Michael J. Houston University of Minnesota CHIEF EXECUTIVE OFFICER Dennis Dunlap GROUP PUBLISHER Jack Hollfelder EDITORIAL STAFF Phone: (312) 542-9000 Fax: (312) 542-9001 MANAGING EDITOR Francesca Van Gorp Cooley TECHNICAL EDITOR Beth K. Ammerman GRAPHICS EDITOR Mary Loye

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The Journal of Marketing (ISSN 0022-2429) is published quarterly (January, April, July, and October). Annual Subscription Rates: Subscriptions are $80 for individuals in the United States and Canada and $100 in other countries. Library, school, and business subscriptions are $200 in the United States and Canada and $220 in other countries. Subscriptions for AMA members are $45. Prices are for one year. Single copy rate: $25 individual, $50 corporate in the United States and Canada; add $5 in other countries. Prepayment is required in U.S. dollars or the equivalent. Published by the Publications Group of the American Marketing Association, 311 S. Wacker Dr., Suite 5800, Chicago, IL 60606-2266. Periodicals postage paid at Chicago, IL and additional mailing offices. POSTMASTER: Send address changes to the Journal of Marketing, 311 S. Wacker Dr., Suite 5800, Chicago, IL 60606-2266, USA. MANUSCRIPTS: Guidelines are available on the AMA homepage: http://www.ama.org/pubs/jm. All editorial correspondence should be addressed to David W. Stewart, Editor, Journal of Marketing, Marshall School of Business, HOH 700D, University of Southern California, Los Angeles, CA 90089-1426. ADVERTISERS AND ADVERTISING AGENCIES assume liability for all content (including text, representations, and illustrations) of advertisements published, and also assume responsibility for any claims arising therefrom made against the publisher. The right is reserved to reject any advertisement.

SUBSCRIPTIONS: Members: Send to American Marketing Association, 311 S. Wacker Dr., Suite 5800, Chicago, IL 60606-2266 (1-800-AMA-1150 or 312/542-9000), or e-mail to info@ama.org. Nonmembers: Send to American Marketing Association, P.O. Box 11806, Birmingham, AL 35202, 1-800-633-4931, 205-995-1567, Fax: 205-995-1588, e-mail: amasubs@ebsco.com. Canadian residents add 7% GST (GST registration # 12747852). CHANGE OF ADDRESS: Send new address, address label from JM, and ZIP code to American Marketing Association. Allow 6 to 8 weeks. PERMISSIONS AND REPRINT INFORMATION: Where necessary, permission is granted by the copyright owner for those registered with the Copyright Clearance Center (CCC), 222 Rosewood Drive, Danvers, MA 01923, to photocopy any article herein for a flat fee. Contact the CCC with the ISSN (0022-2429), volume, and first and last page numbers of each article copied. Copying for other than personal or internal reference without express permission of the American Marketing Association Publications Group is prohibited. Address requests for customized bulk reprints to Chuck Naughton, Reprint Services Inc., (800) 217-7874. The views expressed in JM are not necessarily those of the editorial staff or the publisher. All articles in this journal, unless otherwise noted, have undergone a blind review process. Copyright 2001, American Marketing Association. All rights reserved.

Editorial Review Board

JOSEPH W. ALBA University of Florida CHRIS T. ALLEN University of Cincinnati MARK I. ALPERT University of Texas at Austin ERIN ANDERSON INSEAD RICHARD P. BAGOZZI University of Michigan DONALD W. BARCLAY University of Western Ontario WILLIAM O. BEARDEN University of South Carolina DANIEL C. BELLO Georgia State University NEELI BENDAPUDI Ohio State University LEONARD L. BERRY Texas A&M University MARY JO BITNER Arizona State University RUTH N. BOLTON University of Oklahoma JAMES R. BROWN Virginia Polytechnic Institute & State University STEVEN P. BROWN Southern Methodist University MICHELE D. BUNN University of Alabama ROGER J. CALANTONE Michigan State University JOSEPH P. CANNON Colorado State University NOEL CAPON Columbia University S. TAMER CAVUSGIL Michigan State University ANNE T. COUGHLAN Northwestern University DAVID W. CRAVENS Texas Christian University PETER A. DACIN Texas A&M University ROHIT DESHPANDE Harvard Business School MINETTE E. DRUMWRIGHT University of Texas at Austin F. ROBERT DWYER University of Cincinnati PAUL W. FARRIS University of Virginia ROBERT J. FISHER University of Western Ontario GARY FRAZIER University of Southern California SHANKAR GANESAN University of Arizona HUBERT GATIGNON INSEAD DHRUV GREWAL Babson College RAJIV GROVER Arzoo! Inc. GREGORY T. GUNDLACH University of Notre Dame SUNIL GUPTA Columbia University SUSAN E. HECKLER Georgetown University JAN B. HEIDE University of Wisconsin, Madison OLIVER P. HEIL Johannes Gutenberg University of Mainz KRISTIAAN HELSEN Hong Kong University of Science & Technology STEPHEN J. HOCH University of Pennsylvania WAYNE D. HOYER University of Texas at Austin JOHN STUART HULLAND University of Western Ontario G. TOMAS M. HULT Michigan State University SHELBY D. HUNT Texas Tech University MICHAEL D. HUTT Arizona State University DAWN IACOBUCCI Northwestern University J. JEFFREY INMAN University of Pittsburgh ROBERT JACOBSON University of Washington SANDY D. JAP Massachusetts Institute of Technology BERNARD JAWORSKI Monitor Company KATHERINE E. JOCZ Marketing Science Institute JEAN L. JOHNSON Washington State University WAGNER A. KAMAKURA University of Iowa KEVIN LANE KELLER Dartmouth College THOMAS C. KINNEAR University of Michigan AJAY K. KOHLI Emory University MASAAKI KOTABE Temple University V. KUMAR University of Houston VICKI R. LANE University of Colorado, Denver THOMAS W. LEIGH University of Georgia ROBERT P. LEONE Ohio State University DONALD R. LICHTENSTEIN University of Colorado, Boulder ROBERT F. LUSCH Texas Christian University JOHN LYNCH Duke University DEBBIE MacINNIS University of Southern California SCOTT B. MacKENZIE Indiana University NARESH K. MALHOTRA Georgia Institute of Technology ANIL MENON Emory University JAKKI J. MOHR University of Montana CHRISTINE MOORMAN Duke University ROBERT M. MORGAN University of Alabama JOHN C. MOWEN Oklahoma State University SCOTT NESLIN Dartmouth College A. PARASURAMAN University of Miami C. WHAN PARK University of Southern California CORNELIA PECHMANN University of California, Irvine JAQUELINE PELS Universidad Torcuato Di Tella ROBERT A. PETERSON University of Texas at Austin LINDA L. PRICE University of Nebraska, Lincoln AKSHAY R. RAO University of Minnesota ARIC RINDFLEISCH University of Arizona WILLIAM T. ROSS JR. Pennsylvania State University ROLAND T. RUST University of Maryland DEBRA L. SCAMMON University of Utah LISA K. SCHEER University of Missouri, Columbia SUBHASH SHARMA University of South Carolina TERENCE A. SHIMP University of South Carolina ALLAN D. SHOCKER San Francisco State University STEVEN M. SHUGAN University of Florida ITAMAR SIMONSON Stanford University STANLEY F. SLATER University of Washington, Bothell DANIEL C. SMITH Indiana University RUTH ANN SMITH Virginia Polytechnic Institute & State University ROSANN L. SPIRO Indiana University BARBARA B. STERN Rutgers, State University of New Jersey D. SUDHARSHAN University of Illinois, UrbanaChampaign STEPHEN S. TAX University of Victoria R. KENNETH TEAS Iowa State University GERARD J. TELLIS University of Southern California BRIAN WANSINK University of Illinois, UrbanaChampaign ALLEN M. WEISS University of Southern California BARTON WEITZ University of Florida RUSSELL S. WINER University of California, Berkeley VALARIE A. ZEITHAML University of North Carolina at Chapel Hill GEORGE M. ZINKHAN University of Georgia