2006 AMA Winter Educators’ Conference Marketing Theory and Applications Editors Jean L. Johnson, Washington State University John Hulland, University of Pittsburgh Track Chairs Maureen Morrin, Rutgers University G. Tomas M. Hult, Michigan State University David A. Griffith, Michigan State University Elizabeth S. Moore, University of Notre Dame Niraj Dawar, University of Western Ontario Erwin Danneels, Worcester Polytechnic Institute Chick Kasouf, Worcester Polytechnic Institute Kersi D. Antia, University of Western Ontario Joseph A. Cote, Washington State University Rebecca J. Slotegraaf, Indiana University Kwaku Atuahene-Gima, City University of Hong Kong Su Chenting, City University of Hong Kong Neeli Bendapudi, Ohio State University Dhruv Grewal, Babson College Joan Lindsey-Mullikin, Babson College Douglas Vorhies, University of Mississippi Volume 17 311 S. Wacker Dr. • Chicago, IL 60606