By Howard S. Gitlow, Edward W. Wheatley

ISBN-10: 3319169335

ISBN-13: 9783319169330

ISBN-10: 3319169343

ISBN-13: 9783319169347

This quantity contains the whole complaints from the 1979 Academy of selling technology (AMS) Annual convention held in Miami, Florida. It presents numerous caliber learn within the fields of promoting thought and perform in components equivalent to buyer behaviour, advertising and marketing administration, advertising schooling and overseas advertising and marketing, between others.

Founded in 1971, the Academy of promoting technological know-how is a global association devoted to selling well timed explorations of phenomena relating to the technology of promoting in thought, learn, and perform. between its companies to contributors and the neighborhood at huge, the Academy deals meetings, congresses and symposia that allure delegates from worldwide. displays from those occasions are released during this lawsuits sequence, which bargains a entire archive of volumes reflecting the evolution of the sphere. Volumes carry 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 by way of best students and practitioners throughout a variety of topic parts in advertising science.

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One explanation for this unexpected finding is that black innovators may employ a trade-of:" strategy with respect to their apparel purchases. They may purchase their suits and dresses at the higher-priced, highfashion specialty and department stores reasoning that 17 these garments are more socially visible and worth the incremental investment. Casual wearing apparel, conversely, may be less socially visible or at least less able to be judged as to place of purchase by one's friends than a suit or dress.

After pretesting and minor changes, the questionnaire was judged ready for use. The questionnaire was administered over a three-week period to a convenient sample of female college students in classes at a midwestern university and at a two year community college in the south. The classes were all coeducational, selected to cover a wide variety of fields and levels of college work. 4. 6 respectively. These results were judged sufficiently close to allow combining the samples into a single respondent group of 182.

Female Fashion Innovators were operationalized as women scorine above the mean on fashion innovativeness but below the mean on fashion opinion leadership. 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).

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

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