Stevens, Robert E.; McConkey, C. William; Loudon, David L.; Stevens, Robert E.; Professor of Marketing, Dept of Management and Marketing, University of Louisiana at Monroe, Monroe, LA, 71201, bstevens@ulm.edu; McConkey, C. William; Professor of Marketing , University of Louisiana at Monroe, Monroe, LA, 71209, mcconkey@ulm.edu; Loudon, David L.; Professor of Marketing, Samford University, Birmingham, LA, 35229, dlloudon@samford.edu