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EDITOR

David W. StewartMarshall School of BusinessHOH 700D

University of Southern CaliforniaLos Angeles, CA 90089-1426

ASSISTANT TO THE EDITORBrenda Miller

Tel: (213) 740-6892Fax: (213) 740-6297

E-mail: jmarket@marshall.usc.edu

MARKETING LITERATURE REVIEW

Myron LeonardWestern Carolina University

BOOK REVIEWSTerry Clark

Southern Illinois University

American Marketing Association

311 S. Wacker Drive, Suite 5800Chicago, IL 60606-2266

VICE PRESIDENTPUBLICATIONSMichael J. Houston

University of Minnesota

CHIEF EXECUTIVE OFFICERDennis Dunlap

GROUP PUBLISHERJack Hollfelder

EDITORIAL STAFFPhone: (312) 542-9000

Fax: (312) 542-9001

MANAGING EDITORFrancesca Van Gorp Cooley

TECHNICAL EDITORBeth K. Ammerman

GRAPHICS EDITORMary Loye

Advertising Sales ManagerRichard Ballschmiede

(312) 542-9076

Publications Production ManagerSally Schmitz

(312) 542-9038

The Journal of Marketing (ISSN 0022-2429) is published quarterly(January, April, July, and October). Annual Subscription Rates: Sub-scriptions are $80 for individuals in the United States and Canadaand $100 in other countries. Library, school, and business subscrip-tions are $200 in the United States and Canada and $220 in othercountries. Subscriptions for AMA members are $45. Prices are forone year. Single copy rate: $25 individual, $50 corporate in the Unit-ed States and Canada; add $5 in other countries. Prepayment is re-quired in U.S. dollars or the equivalent.

Published by the Publications Group of the American Marketing As-sociation, 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 beaddressed to David W. Stewart, Editor, Journal of Marketing, Mar-shall School of Business, HOH 700D, University of Southern Cali-fornia, Los Angeles, CA 90089-1426.

ADVERTISERS AND ADVERTISING AGENCIES assume liabilityfor all content (including text, representations, and illustrations) ofadvertisements published, and also assume responsibility for anyclaims arising therefrom made against the publisher. The right is re-served to reject any advertisement.

SUBSCRIPTIONS: Members: Send to American Marketing Associ-ation, 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. Box11806, Birmingham, AL 35202, 1-800-633-4931, 205-995-1567,Fax: 205-995-1588, e-mail: amasubs@ebsco.com. Canadian resi-dents add 7% GST (GST registration # 12747852).

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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 andlast page numbers of each article copied. Copying for other than per-sonal or internal reference without express permission of the Amer-ican Marketing Association Publications Group is prohibited. Ad-dress 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 editori-al staff or the publisher. All articles in this journal, unless other-wise noted, have undergone a blind review process. Copyright 2001, American Marketing Association. All rights reserved.

Journal of

Advertising StaffFax: (312) 922-3763

JM Web site:www.ama.org/pubs/jm

Vol. 65, No. 2

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Editorial Review BoardJOSEPH W. ALBAUniversity of Florida

CHRIS T. ALLENUniversity of Cincinnati

MARK I. ALPERTUniversity of Texas at Austin

ERIN ANDERSONINSEAD

RICHARD P. BAGOZZIUniversity of Michigan

DONALD W. BARCLAYUniversity of Western Ontario

WILLIAM O. BEARDENUniversity of South Carolina

DANIEL C. BELLOGeorgia State University

NEELI BENDAPUDIOhio State University

LEONARD L. BERRYTexas A&M University

MARY JO BITNERArizona State University

RUTH N. BOLTONUniversity of Oklahoma

JAMES R. BROWNVirginia Polytechnic Institute & StateUniversity

STEVEN P. BROWNSouthern Methodist University

MICHELE D. BUNNUniversity of Alabama

ROGER J. CALANTONEMichigan State University

JOSEPH P. CANNONColorado State University

NOEL CAPONColumbia University

S. TAMER CAVUSGILMichigan State University

ANNE T. COUGHLANNorthwestern University

DAVID W. CRAVENSTexas Christian University

PETER A. DACINTexas A&M University

ROHIT DESHPANDEHarvard Business School

MINETTE E. DRUMWRIGHTUniversity of Texas at Austin

F. ROBERT DWYERUniversity of Cincinnati

PAUL W. FARRISUniversity of Virginia

ROBERT J. FISHERUniversity of Western Ontario

GARY FRAZIERUniversity of Southern California

SHANKAR GANESANUniversity of Arizona

HUBERT GATIGNONINSEAD

DHRUV GREWALBabson College

RAJIV GROVERArzoo! Inc.

GREGORY T. GUNDLACHUniversity of Notre Dame

SUNIL GUPTAColumbia University

SUSAN E. HECKLERGeorgetown University

JAN B. HEIDEUniversity of Wisconsin, Madison

OLIVER P. HEILJohannes Gutenberg University ofMainz

KRISTIAAN HELSENHong Kong University of Science &Technology

STEPHEN J. HOCHUniversity of Pennsylvania

WAYNE D. HOYERUniversity of Texas at Austin

JOHN STUART HULLANDUniversity of Western Ontario

G. TOMAS M. HULTMichigan State University

SHELBY D. HUNTTexas Tech University

MICHAEL D. HUTTArizona State University

DAWN IACOBUCCINorthwestern University

J. JEFFREY INMANUniversity of Pittsburgh

ROBERT JACOBSONUniversity of Washington

SANDY D. JAPMassachusetts Institute ofTechnology

BERNARD JAWORSKIMonitor Company

KATHERINE E. JOCZMarketing Science Institute

JEAN L. JOHNSONWashington State University

WAGNER A. KAMAKURAUniversity of Iowa

KEVIN LANE KELLERDartmouth College

THOMAS C. KINNEARUniversity of Michigan

AJAY K. KOHLIEmory University

MASAAKI KOTABETemple University

V. KUMARUniversity of Houston

VICKI R. LANEUniversity of Colorado, Denver

THOMAS W. LEIGHUniversity of Georgia

ROBERT P. LEONEOhio State University

DONALD R. LICHTENSTEINUniversity of Colorado, Boulder

ROBERT F. LUSCHTexas Christian University

JOHN LYNCHDuke University

DEBBIE MacINNISUniversity of Southern California

SCOTT B. MacKENZIEIndiana University

NARESH K. MALHOTRAGeorgia Institute of Technology

ANIL MENONEmory University

JAKKI J. MOHR

University of Montana

CHRISTINE MOORMANDuke University

ROBERT M. MORGANUniversity of Alabama

JOHN C. MOWENOklahoma State University

SCOTT NESLINDartmouth College

A. PARASURAMANUniversity of Miami

C. WHAN PARKUniversity of Southern California

CORNELIA PECHMANNUniversity of California, Irvine

JAQUELINE PELSUniversidad Torcuato Di Tella

ROBERT A. PETERSONUniversity of Texas at Austin

LINDA L. PRICEUniversity of Nebraska, Lincoln

AKSHAY R. RAOUniversity of Minnesota

ARIC RINDFLEISCHUniversity of Arizona

WILLIAM T. ROSS JR.Pennsylvania State University

ROLAND T. RUSTUniversity of Maryland

DEBRA L. SCAMMONUniversity of Utah

LISA K. SCHEERUniversity of Missouri, Columbia

SUBHASH SHARMAUniversity of South Carolina

TERENCE A. SHIMPUniversity of South Carolina

ALLAN D. SHOCKERSan Francisco State University

STEVEN M. SHUGANUniversity of Florida

ITAMAR SIMONSONStanford University

STANLEY F. SLATERUniversity of Washington, Bothell

DANIEL C. SMITHIndiana University

RUTH ANN SMITHVirginia Polytechnic Institute & StateUniversity

ROSANN L. SPIROIndiana University

BARBARA B. STERNRutgers, State University of NewJersey

D. SUDHARSHANUniversity of Illinois, Urbana-Champaign

STEPHEN S. TAXUniversity of Victoria

R. KENNETH TEASIowa State University

GERARD J. TELLISUniversity of Southern California

BRIAN WANSINKUniversity of Illinois, Urbana-Champaign

ALLEN M. WEISSUniversity of Southern California

BARTON WEITZUniversity of Florida

RUSSELL S. WINERUniversity of California, Berkeley

VALARIE A. ZEITHAMLUniversity of North Carolina atChapel Hill

GEORGE M. ZINKHANUniversity of Georgia