Unpredictability and uncertainty over ones employment future, the value of a home, or the wild swings of a tumultuous global economy cannot just reduce, but fundamentally change spending patterns and attitudes. Either position is a daunting environment for business and consumerism however, a case can be made that uncertainty poses even greater challenges than a recession. Many have called this a recession, while others have just said the future is uncertain. We are sure each of you knows at least one person (if not several people) who has been laid off recently, cannot find a job, or has a house valued at less than the mortgage as a result of the housing crisis. The theme of the conference is Marketing 2011: Delivering Value in Turbulent Times.We chose this theme because of the pervasive uncertainty in the global economy over the last few years. Preface and Acknowledgments It is our great pleasure to welcome you to San Francisco and the 2011 American Marketing Association Summer Educators Conference. Printed in the United States of America Publication Coordinator: Andy Seagram Cover Design: Kristina Walton Typesetter: Marie Steinhoff, Southeast Missouri State University ISSN: 0888-1839 ISBN: 0-87757-347-6 No part of the material protected by this copyright notice may be reproduced or used in any form or by any means, including elec- tronic, mechanical, photocopying, recording, Web distribution, information storage and retrieval systems, or any other means, without the written permission of the American Marketing Association Wacker Drive Chicago, IL 60606Д¬opyright 2011, American Marketing Association All rights reserved. Vorhies, University of Mississippi Volume 22 311 S. Laverie, Texas Tech University Sreedhar Madhavaram, Cleveland State University Michael Mokwa, Arizona State University Suzanne Nasco, Southern Illinois University Jeff Smith, Florida State University Dirk Totzek, University of Mannheim Douglas W. Lam, University of Georgia Cait Poynor Lamberton, University of Pittsburgh Debra A. Katsikeas, University of Leeds Minu Kumar, San Francisco State University Son K. Haws, Texas A&M University Christian Homburg, University of Mannheim Subin Im, San Francisco State University Cheryl Burke Jarvis, Southern Illinois University Vishal Kashyap, Xavier University Constantine S. Gundlach, University of North Florida Kelly L. Gilly, University of California Gregory T. Ferrell, University of New Mexico Karen Flaherty, Oklahoma State University Mary C. Eltantawy, University of North Florida Burak Ertimur, Fairleigh Dickinson University Linda Ferrell, University of New Mexico O.C. Bush, University of Mississippi Melissa Clark, University of North Alabama Joe Cronin, Florida State University John Eaton, Arizona State University Adel El-Ansary, University of North Florida Reham A. Noble, The University of Tennessee Track Chairs Christy Ashley, East Carolina University Deanne Brocato, Iowa State University Alan J. Noble, The University of Tennessee Charles H.

2011 AMA Educators Proceedings Marketing 2011: Delivering Value in Turbulent Times Editors Stephanie M.

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