Hi
I agree with you fully about ad comm's expectation regarding research interests. I think it varies from school to school.
As far as the selection of schools go, here is the reason for them :
1) Iowa - I have some friends pursuing Ph.D., so I know about their program and research.
2) Utah was primarily for Prof. Russell Belk.
3) South Carolina again I have a friend.
4) Cincinnati for Prof Kardes and Kellaris and their research
5) Texas Tech for a very intersting research on relationship marketing and because in my correspondence with prof. wilcox I seem to have good chances.
6) Penn State and Texas A&M were top in my list for reputation and research. Penn State had many good researchers, off hand I remember Prof Baumgartner.
I think it selection was result of research interests and the schools where it seemed like giving me some chances.