@article {1968861,
	title = {Preparing for the Attack: Mitigating Risk through Routines in Armed Self-Defense},
	journal = {Journal of the Association for Consumer Research},
	volume = {3},
	year = {2018},
	month = {2018},
	address = {University of Chicago Press},
	abstract = {Prior research has shown that owning firearms for self-defense can be motivated by perceived risks and a desire to mitigate those risks. Keeping and carrying guns for self-defense also introduces risks to owners and others. We examine ways that consumers mitigate these latter risks. We employ theories of practice and prior work on risky consumption to interpret observational, interview, and textual data gathered from a multi-sited ethnography of consumers of handguns for self-defense. We reveal that these consumers attempt to mitigate risks in three ways: through readiness practices with guns but no assailant, simulated scenario practices incorporating simulated assailants, and mental rehearsals incorporating imagined assailants. This research contributes a model of risk mitigation in risky consumption, explicates how social norms and mental activities foster a sense of security from specific risks, and shows that collaboration is required for development of practical understanding of risk-mitigating routines that incorporate multiple people.},
	keywords = {Marketing},
	author = {Barnhart,Michelle and Huff,Aimee and McAlexander,Brandon and McAlexander,Jim}
}
@article {1973356,
	title = {Positioning Health Care Services: Yellow Pages Advertising and Dental Practice Performance},
	journal = {Journal of Health Care Marketing},
	volume = {13},
	year = {1993},
	month = {1993},
	pages = {54-57},
	abstract = {The article presents a study that explored the relationship between positioning strategies and financial performance in dental practices. The data used in the study include a mail survey of a random sample of all dentists licensed to practice in the state of Oregon, together with a content analysis of yellow pages advertising practices of respondents to the survey. The authors identified respondents{\textquoteright} yellow pages advertising practices through content analytic procedure. Dental practice performance was operationalized using the following variables from the questionnaire prepared for the purpose--yearly gross production income from the dental practice yearly net income from the practice of dentistry, number of patients seen in a typical day, and gross production income per hour. Results indicated that expressing a position in yellow pages advertisements has a significant relationship to practice performance.},
	keywords = {Marketing},
	author = {McAlexander,Jim and Becker,Boris and Kaldenberg ,Dennis}
}
@article {1981561,
	title = {Positioning Services},
	year = {1992},
	month = {1992},
	address = {Kenya},
	keywords = {Marketing},
	author = {McAlexander,Jim and Njue,Judith}
}
@article {1973361,
	title = {Positioning Professional Services: Segmenting the Financial Services Market},
	journal = {Journal of Professional Services Marketing},
	volume = {7},
	year = {1991},
	month = {1991},
	pages = {149-166},
	abstract = {Market segmentation and positioning allow marketers to differentiate themselves from competitors in a manner that is valued by customers and results in competitive advantage. Through an analysis of the financial services market this study develops a segmentation and positioning strategy based on the proposition that consumers employ many kinds of professional service providers to compensate for their own inability or unwillingness to perform certain tasks. Groups of similarly classified informants were examined to create profiles of four distinct market segments with unique needs, expectations, and evaluative criteria.},
	keywords = {Marketing},
	author = {McAlexander,Jim and Schouten ,John and Scammon ,Debra}
}
@article {1973386,
	title = {Positioning Services for Competitive Advantage},
	journal = {Journal of Services Marketing},
	volume = {13},
	year = {1988},
	month = {1988},
	pages = {69-75},
	keywords = {Marketing},
	author = {Schouten,John W. and McAlexander,Jim}
}
@article {1973391,
	title = {Positioning Services for Competitive Advantage},
	journal = {Annual Editions: Marketing 90/91 (Reprint) Guilford Conn: Dushkin},
	year = {1988},
	month = {1988},
	pages = {60-65},
	keywords = {Marketing},
	author = {Schouten,John  W. and McAlexander,Jim}
}
