Gaedeke, Ralph M.; Tootelian, Dennis H.; Gaedeke, Ralph M.; Professor of Marketing, Dept of Mgmt, Bus 2130, California State University at Sacramento, Sacramento, CA, 95819-6088, gaedeken@csus.com; Tootelian, Dennis H.; Professor of Marketing, California State University - Sacramento, Sacramento, CA, 95864, tooteld@jps.net