Warren, William E.; Loudon, David L.; Stevens, Robert E.; Warren, William E.; Professors of Marketing, Jennings A. Jones College of Business, Murfreesboro, TN, 37132; Loudon, David L.; Professor of Marketing, Samford University, Birmingham, LA, 35229, dlloudon@samford.edu; Stevens, Robert E.; Professor of Marketing, Dept of Management and Marketing, University of Louisiana at Monroe, Monroe, LA, 71201, bstevens@ulm.edu