The Proceedings of the 1988 Academy of Marketing Science Annual Conference provide a comprehensive collection of research papers presented at the annual conference of the Academy of Marketing Science in Montreal, Canada. This publication includes a variety of high-quality studies addressing different aspects of marketing science, including consumer behavior, marketing management, marketing education, and international marketing. The Academy of Marketing Science, founded in 1971, is an international organization dedicated to promoting research and theory in the field of marketing. The Proceedings series serves as a valuable archive that documents the development of the discipline and offers current research findings and insights that complement the Academy's academic journals. The volumes are edited by leading scholars and practitioners and reflect the diversity of topics within marketing science.