DISCUSSION
We have developed a means to operationalize the concept of market embeddedness through a broad- ened utility theory that differentiates between two types of utility buyers can derive from purchases. The two forms, acquisition utility (L'^) and exchange util- ity ( UE), are distinguished on the basis of their respec-
tive sources (products versus social relations) and on the basis of their properties (alienable versus inalien- able). Together, the two types of utility contribute to the total utility a buyer obtains from a purchase. Us- ing this framework, markets are embedded whenever buyers realize both types of utility from a purchase. The UA +. UE framework was applied to the case of the home party sales method. An initial examination of this market showed that the ingredients essential to an empirical analysis of embeddedness were present. Invitees to parties were found to (1) have real demand for the products sold {UA), (2) possess strong ties to the hostess and more limited ties to the demonstrator {UE), and (3) make purchases, indicating that some invitees were able to realize acceptable levels of UT from the party purchase opportunity. PROBIT co- efficients showed that even in the presence of controls for factors affecting buyer UA , the amount of UE pres- ent in an embedded social relation (i.e., IH and ID ties) had a significant positive impact on the likeli- hood of purchase at the sampled home parties. The analysis also showed that prior obligations accrued by invitees in their roles as hostesses of earlier home par- ties further increased the likelihood of purchase. The combined results support the weak form of market embeddedness rather than the strong form. This im- plies that in the home party market, the act of pur- chase may be a more salient generator of UE than is the quantity purchased. In light of the preliminary nature of this study and the unusual nature of the market examined, we recognize that more empirical work is required to determine whether the UA + UE model retains its form and UE its effect on purchasing behavior in other consumer and industrial markets.