Stevens, Robert E.; Loudon, David L.; Coleman, R. Wayne; Stevens, Robert E.; Professor of Marketing and Head, Department of Management and Marketing, Northeast Louisiana University, Monroe, LA, 71201; Loudon, David L.; Professor of Marketing and Head, Department of Management and Marketing, Northeast Louisiana University, Monroe, LA, 71209; Coleman, R. Wayne; Assistant Professor of Marketing, Northeast Louisiana University, Monroe, LA, 71209