The purpose of our empirical investigation is to determine
the extent to which UE affects sales in the
presence of buyer UA and controls for household income.
The dependent variable and proxy for UT in
this investigation is an invitee's dollar expenditure at
a home party. The amount an invitee spends results
from a decision to use a portion of her income to acquire
goods {UA) and to foster good will {UE). We assume
therefore that invitees who are not attracted by
the UA and UE they can obtain from a home party are
less likely to attend a party and purchase. Since virtually
all invitees who attend parties ultimately purchase,
invitee expenditures capture both attendance
and purchase behavior. Measures for the independent
and covariate variables are discussed in the following
sections