Evans, Kenneth R.; Gremler, Dwayne D.; Schlacter, John L; Wolfe, William G.; Evans, Kenneth R.; Professor, Department of Marketing, College of Business and Public Administration, University of Missouri, Columbia, MO, 65211; Gremler, Dwayne D.; Doctoral Candidate, Department of Marketing, Arizona State University, Tempe, AZ, 85287; Schlacter, John L; Professor, Department of Marketing, Arizona State University, Tempe, AZ, 85287; Wolfe, William G.; Doctorial Candidate, Department of Marketing, Arizona State University, Tempe, AZ, 85287