In view of the importance of interpersonal communication in the face-to-face selling interaction, this discussion seeks to provide a more complete picture of the actual communication process by introducing a concept new to the marketing literature. The concept is relational communication, which refers to that part of a message beyond the actual content which allows communicators to negotiate their relative positions. Thus, the message sender can either bid for dominance, deference, or equality. The message receiver, in turn, can accept the bid or deny it.

Messages that demand spontaneous behavior or messages that pose subtle inconsistencies are referred to as "paradoxical communication." Such communication can result in a dysfunctional double band characterized by withdrawal and denial of personal responsibility. This paper presents double-bind theory as a framework for looking at organizational-change attempts. The role of the change agent is then examined to show how double binds can be avoided.

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A four-factor scale was proposed for measurement of self-monitoring tendency. Conformity data of 95 Japanese students in the Asch/Crutchfleld paradigm were analyzed using its subscales: social sensitivity, other-directedness, acting ability, and persona variability. Conformity pressure level (whether the preceding four or twòothers' unanimously picked a wrong choice) and other-directedness interacted: under high pressure, the higher the other-directedness, the more conforming responses. Also, under low pressure, conformity of those high on other-directedness was significantly lower than under high pressure, but there was no such difference for those low. Persona variability and gender interactively determined judgmental reaction time, as well as responses on a few post-experimental questions. The results indicated usefulness of the proposed four-factor measurement model. Further improvement of the scale through factor analytical methods and construct validation is recommended .

The authors analyze competitive interaction in terms of its underlying rules. They argue that rules coordinate competitive activity and that a rule-theoretic approach allows the interpretation and prediction of competitive moves and countermoves. Emphasis is placed on the ongoing negotiation of rules during the competitive interaction process.

Based on cognitive developmental theory, this study examined children's understanding of the product package in terms of size. Using a laboratory experiment with specially designed product packages, it was found that younger, preoperational children expect the package to be a determinant of the size of its contained object. Further, many children within this group did not understand the proportional relationship between package size and consumption need. Older, concrete operational children appeared to understand package size. In addition to cognitive stage, the mediating effects of ethnicity and social class were examined.

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To claim that marketing is concerned with exchange is a currently accepted definition which allows wide interpretation and can be applied to almost all disciplines. A satisfactory definition should develop both inclusionary and exclusionary criteria. Marketing has an underlying purpose connected with the exchange of goods and services, and ideas can be studied only if they serve that purpose. It should be placed firmly in the economic sphere, employing strategies intentionally rendered and goal‐directed. This definition allows wide consideration of diverse subject areas, but keeps the process within specific parameters, bringing about its more satisfactory development as a scientific discipline.