Proceedings of the DMEF 16th Annual Robert B. Clarke Direct/Interactive Marketing Educators� Conference

Sunday, October 17, 2004 • Hilton Riverside New Orleans, New Orleans, LA

Proceedings

1. Presentation of Winning Paper
Customer Relationship Management for Consumer Packaged Goods: An Empirical Investigation
Amit K. Ghosh, Cleveland State University

2. Paper. Seeing the Forest and the Trees: Exographic Data in Database Marketing
Henry Greene, George R. Milne, University of Massachusetts Amherst

3. Paper (extended abstract). Beyond Permission Marketing: Improving E-mail Response Rate with Appropriate Personalization
Tiffany Barrett White, University of Illinois at Urbana-Champaign,
Debra L. Zahay, Northern Illinois University,
Helge Thorbj�rnsen, Norwegian School of Economics and Business Administration,
Sharon Shavitt, University of Illinois at Urbana-Champaign

4. Paper. Information Technology Correlates of Personalized Advertising
Patricia Sorce, Rochester Institute of Technology,
Barbara Pellow, Kodak

5. Abstract. How Graphical Icons in Commercial Web Sites Affect Browsers and Seekers
James R. Coyle, CUNY Baruch College,
Andrew Mendelson, Temple University

6. Abstract. Benefits of Using Multiple Channels as Drivers for Channel Selection
J.M.C. (Jos) Schijns, Open University of the Netherlands,
Hanneke Blokland, Cedris

7. Abstract. Online Communication in Nonprofit Organizations
Teri K. Henley, Melissa Guidry, Loyola University New Orleans

8. Abstract. The Evolution of Marketing Education: The Teaching of Direct Marketing Concepts in Introductory Marketing Courses
Lisa D. Spiller, Christopher Newport University,
Carol Scovotti, University of Wisconsin-Whitewater

9. Paper. Channels of Distribution: Does Trust Matter?
James H. Davis, University of Notre Dame,
Monle Lee, Indiana University South Bend,
Jack Ruhe, Saint Mary�s College

10. Paper. Adoption of CRM Technology by Small Businesses: An Investigation of Small Retailers
James W. Peltier, University of Wisconsin-Whitewater,
John A. Schibrowsky, University of Nevada, Las Vegas,
Yushan Zhao, University of Wisconsin-Whitewater

11. Abstract. A Comparison of Assessment versus Free E-book for Increasing Opt-in to Permission Marketing at a Coaching Services Business
Gary Kaskowitz, Moravian College

12.Paper (extended abstract) Interactive Integrative Marketing Communications in Business-to Business Relationships: The Relational-Transactional Data Continuum
James Peltier, University of Wisconsin-Whitewater
John A. Schibrowsky, University of Nevada, Las Vegas
Debra Zahay, Northern Illinois University

13. Abstract. Pre and Post CAN SPAM: An In-depth Comparison of Unsolicited and Deceptive versus Unsolicited E-mail
Monica Perry, University of Redlands

14. Abstract. Direct Marketing Capabilities and Firm Performance: An Empirical Investigation
Mustapha Aakouk, Janny C. Hoekstra, Peter S. Zwart, University of Groningen, The Netherlands

15. Abstract. The Online Shopping Psychology and Expectations of Millennials
Brad Sago, Whitworth College

16. Abstract. The E-commerce Purchase Decision: Why Consumers Buy Through the Internet
James Reardon, University of Northern Colorado,
Thijs Broekhuizen, University of Groningen, The Netherlands,
Joeri De Haes, University of Antwerp, Belgium,
Denny E. McCorkle, Southwest Missouri State University

17. Abstract. Shopping Time Pressure and Time Saving Tactics: Toward Resolution of a Paradox
Pamela L. Alreck, Robert B. Settle, Salisbury University

18. Abstract. Who's Afraid of the Big Bad Wolf? Location and Timing as Mediators in Americans' Shopping Response to Terrorism
Marcia Flicker, Fordham University,
Meryl P. Gardner, University of Delaware

19. 'Teaching Exchange,'
Susan Jones, Ferris State University
William Hauser, Dale M. Lewison, University of Akron

Competitive papers and abstracts are presented above.
Papers were selected using a double-blind peer review process in which neither the authors' nor the reviewers' identities were known to each other.
Accepted papers were presented at the conference. Authors were given the option to publish the complete paper or an extended abstract.
DMEF also held an abstract competition, where authors could submit ongoing research. Authors were given the option to publish or not publish the abstract.
The goals of this conference are to enhance and promote research and teaching of interactive and direct marketing; and to advance the connection between industry and academia.
The materials on this Web site have been edited by the authors themselves. The DMA and DMEF assume no responsibility in the editing of the articles.
Reviewers for Competitive Papers
Bill Diamond, University of Massachusetts, Amherst
Wenyu Du, University of Nevada, Las Vegas
Xiang Fang, Oklahoma State University
Amit Ghosh, Cleveland State University
Susan Jones, Ferris State University
Vishal Lala, University of Wisconsin, Green Bay
Monle Lee, Indiana University, South Bend
James Peltier, University of Wisconsin, Whitewater
Ed Rigdon, Georgia State University
Denise Shoenbachler, Northern Illinois University
Lisa Spiller, Christopher Newport University
Debra Zahay, Northern Illinois University

Reviewers for Final Judging of Best Paper
Goutam Chakraborty, Oklahoma State University
Joe Phelps, University of Alabama

Conference Chair
Goutam Chakraborty, Oklahoma State University