Though the notion of marketing as exchange has proved conceptually robust since its introduction more than 10 years ago, few empirical marketing studies have used exchange as a guiding paradigm. The author examines male- and female-placed personal advertisements as examples of complex, heterogeneous marketing exchange. Several hypotheses about the exchange resources possessed and sought by men and women are tested.

Though the notion of marketing as exchange has proved conceptually robust since its introduction more than 10 years ago, few empirical marketing studies have used exchange as a guiding paradigm. The author examines male- and female-placed personal advertisements as examples of complex, heterogeneous marketing exchange. Several hypotheses about the exchange resources possessed and sought by men and women are tested.

It is proposed that the marketing concept, as a normative framework, is not applicable to two broad classes of producers because of the personal values and social norms that characterize the production process. These two classes of producers are artists and ideologists. Artists are those who create primarily to express their subjective conceptions of beauty, emotion or some other aesthetic ideal. Ideologists are those who put forward an integrated set of positive and normative statements that describe what the world is and what it should be.

It is proposed that the marketing concept, as a normative framework, is not applicable to two broad classes of producers because of the personal values and social norms that characterize the production process. These two classes of producers are artists and ideologists. Artists are those who create primarily to express their subjective conceptions of beauty, emotion or some other aesthetic ideal. Ideologists are those who put forward an integrated set of positive and normative statements that describe what the world is and what it should be.

The ethnicity literature within marketing has infrequently considered relevant subcultural norms in the derivation of hypotheses, the strength of ethnic identification in the grouping of subjects, and the investigation of ethnic groups other than blacks. The present research tests five hypotheses concerning Jewish ethnicity. It was found that Jewish subjects in two cohort samples differed significantly from non-Jewish subjects in childhood exposure to information, adulthood information seeking, product innovativeness, product information transfer, and cognitive characteristics relevant to consumption information processing.

The ethnicity literature within marketing has infrequently considered relevant subcultural norms in the derivation of hypotheses, the strength of ethnic identification in the grouping of subjects, and the investigation of ethnic groups other than blacks. The present research tests five hypotheses concerning Jewish ethnicity. It was found that Jewish subjects in two cohort samples differed significantly from non-Jewish subjects in childhood exposure to information, adulthood information seeking, product innovativeness, product information transfer, and cognitive characteristics relevant to consumption information processing.

A distinction often is made in marketing between academic and practitioner-oriented research. That distinction has been used to justify one type of research by highlighting the limitations of the other. The authors use a validity network schema developed by Brinberg and McGrath to characterize academic and practitioner orientations in research. Three extended examples (research using the Fishbein theory of reasoned action, causal modeling, and consumer satisfaction/complaining behavior) illustrate the use of both academic and practitioner orientations. The authors argue that both are necessary for understanding marketing problems.

A distinction often is made in marketing between academic and practitioner-oriented research. That distinction has been used to justify one type of research by highlighting the limitations of the other. The authors use a validity network schema developed by Brinberg and McGrath to characterize academic and practitioner orientations in research. Three extended examples (research using the Fishbein theory of reasoned action, causal modeling, and consumer satisfaction/complaining behavior) illustrate the use of both academic and practitioner orientations. The authors argue that both are necessary for understanding marketing problems.