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Legends in Consumer Behavior
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The Legends in Consumer Behavior series captures the essence of the most important contributions made in the field of consumer behavior in the past several decades. It reproduces the seminal works of the legends in the field, which are supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focusing on the multiple ways in which a legend has contributed to the field. This second set in the series, consisting of 15 volumes, is a tribute to Morris B. Holbrook. Morris B. Holbrook, one of the most prolific contemporary consumer behavior and marketing scholars, is the recently retired W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business, Columbia University, New York City. Holbrook received his Bachelor's Degree from Harvard College (English Literature) in 1965, his MBA from Columbia University in 1967, and his Ph.D. in Marketing from Columbia University in 1975. From 1975 to 2009, he taught courses at the Columbia Business School in areas such as sales management, marketing strategy, research methods, consumer behavior, and commercial communication in the culture of consumption. His research has covered a wide variety of topics in marketing, consumer behavior, and related areas with a special focus on issues concerning communication in general and aesthetics, semiotics, hermeneutics, art, entertainment, music, jazz, motion pictures, nostalgia, animal companions, and stereography in particular. The series is edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, U.S.A. He is Past President of the Association for Consumer Research (ACR), as well as of Division 23 (Consumer Psychology) of the American Psychological Association (APA). He is also a Fellow of APA. Professor Sheth is the co-author (with John A. Howard) of The Theory of Buyer Behavior, a classic in consumer behavior published in 1969. This set includes: Volume 1: Traditional Decision-Oriented Approaches: Attitude, Information-Processing, and Features-Perceptions-Affect Models Editor: Joel Huber Volume 2: "Radical" Experiential Views: The Consumption Experience and Customer Value Editor: Elizabeth C. Hirschman Volume 3: Emotions Editor: Meryl P. Gardner Volume 4: Esthetics and Tastes, Part I: Art and Entertainment Editor: Finola Kerrigan Volume 5: Esthetics and Tastes, Part II: Effects of Personality, Class, and Expertise Editor: Michela Addis Volume 6: Nostalgia and Age-Related Preferences Editor: Robert M. Schindler Volume 7: Quantitative Methods: MDS, MDA, CCA, and Beyond Editor: William L. Moore Volume 8: Qualitative Methods, Part I: Interpretive Approaches Editor: John O'Shaughnessy Volume 9: Qualitative Methods, Part II: Symbolic Consumer Behavior or Consumption Symbolism Editor: Alan Bradshaw Volume 10: Qualitative Methods, Part III: Subjective Personal Introspection Editor: Stephen J. Gould Volume 11: Marketing Applications: Branding, Communications, and Strategy Editor: Pierre Berthon Volume 12: Macromarketing Applications, Part I: Ethical Concerns, Social Issues, and Animal Companions Editor: Clifford J. Shultz, II Volume 13: Macromarketing Applications, Part II: Marketing versus Consumer Research Editor: Ronald Paul Hill Volume 14: Inspirational Applications, Part I: Marketing Education Editor: Herbert Jack Rotfeld Volume 15: Inspirational Applications, Part II: Scholarship and Creativity Editor: William L. Wilkie
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Table of Contents

Volume 1 :TRADITIONAL DECISION-ORIENTED APPROACHES: ATTITUDE INFORMATION-PROCESSING, AND FEATURES-PERCEPTIONS-AFFECT MODELS Attitude Models Multi-attribute Attitude Models: A Comparative Analysis - Morris B. Holbrook and James M. Hulbert Comparing Multiattribute Attitude Models by Optimal Scaling - Morris B. Holbrook Beyond Attitude Structure: Toward the Informational Determinants of Attitude - Morris B. Holbrook Assessing the Real-to-Artificial Generalizability of Multiattribute Attitude Models in Tests of New Product Designs - Morris B. Holbrook and William J. Havlena Information-Processing Models A Study of the Interface between Attitude Structure and Information Acquisition Using a Questionnaire-based Information-display Sheet - Morris B. Holbrook and Karl A. Maier Attitude Structure and Search: An Integrative Model of Importance-directed Information Processing - Morris B. Holbrook, David A. Velez and Gerard J. Tabouret Importance, Elicitation Order, and Expectancy x Value - Michael J. Ryan and Morris B. Holbrook Perceptual Veridicality Perceptual Veridicality in Esthetic Communication: A Model, General Procedure, and Illustration - Morris B. Holbrook and Stephen A. Bertges Detecting the Differences in Jazz: A Comparison of Methods for Assessing Perceptual Veridicality in Applied Aesthetics - Morris B. Holbrook and Joel Huber Refinements in Preference Models Feature Interactions in Consumer Judgments of Verbal versus Pictorial Presentations - Morris B. Holbrook and William L. Moore Situational Psychophysics and the Vending-Machine Problem - Joel Huber, Morris B. Holbrook and Susan Schiffman Estimating Temporal Trends in Preferences Measured by Graded Paired Comparisons - Joel Huber and Morris B. Holbrook Effects of Competitive Context and of Additional Information on Price Sensitivity - Joel Huber, Morris B. Holbrook and Barbara Kahn Features-Perceptions-Affect Models Integrating Compositional and Decompositional Analyses to Represent the Intervening Role of Perceptions in Evaluative Judgments - Morris B. Holbrook Effects of Tempo and Situational Arousal on the Listener's Perceptual and Affective Responses to Music - Morris B. Holbrook and Punam Anand The Effects of Situation, Sequence, and Features on Perceptual and Affective Responses to Product Designs: The Case of Aesthetic Consumption - Morris B. Holbrook and Punam Anand Affective Overtones and Halo Effects Separating Perceptual Dimensions from Affective Overtones: An Application to Consumer Aesthetics - Morris B. Holbrook and Joel Huber Using a Structural Model of Halo Effect to Assess Perceptual Distortion due to Affective Overtones - Morris B. Holbrook Lateralized Preferences The Formation of Affective Judgments: The Cognitive-Affective Model versus the Independence Hypothesis - Punam Anand, Morris B. Holbrook and Debra Stephens The Convergent Validity of Dichotic Listening and Hemispheric Priming as Methods for Studying Lateralized Differences in Affective Responses - Punam Anand and Morris B. Holbrook Perspectives of Other Scholars Reflections on the (Wonderful) Work of Morris Holbrook - Mark I. Alpert Morris the Renaissance Man - Barbara E. Kahn Commentary - Traditional Decision-Oriented Approaches - James J. Kellaris Interview of Morris B. Holbrook - Joel Huber Volume 2: "RADICAL" EXPERIENTIAL VIEWS: THE CONSUMPTION EXPERIENCE AND CUSTOMER VALUE The Consumption Experience - Concepts The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun - Morris B. Holbrook and Elizabeth C. Hirschman Hedonic Consumption: Emerging Concepts, Methods and Propositions - Elizabeth C. Hirschman and Morris B. Holbrook O, Consumer, How You've Changed: Some Radical Reflections on the Roots of Consumption - Morris B. Holbrook Expanding the Ontology and Methodology of Research on the Consumption Experience - Elizabeth C. Hirschman and Morris B. Holbrook The Consumption Experience - Extensions Actions and Reactions in the Consumption Experience: The Complementary Roles of Reasons and Emotions in Consumer Behavior - Morris B. Holbrook, John O'Shaughnessy and Stephen Bell On the Conceptual Link between Mass Customisation and Experiential Consumption: An Explosion of Subjectivity - Michela Addis and Morris B. Holbrook The Consumption Experience - Something New, Something Old, Something Borrowed, Something Sold: Part 1 - Morris B. Holbrook The Consumption Experience - Something New, Something Old, Something Borrowed, Something Sold: Part 2 - Morris B. Holbrook The Consumption Experience - Something New, Something Old, Something Borrowed, Something Sold: Part 3 - Morris B. Holbrook The Consumption Experience - Something New, Something Old, Something Borrowed, Something Sold: Part 4 - Morris B. Holbrook Consumers Just Wanna Have Fantasies, Feelings, and Fun!! - Morris B. Holbrook Customer Value - Concepts The Nature of Customer Value: An Axiology of Services in the Consumption Experience - Morris B. Holbrook Axiology, Aesthetics, and Apparel: Some Reflections on the Old School Tie - Morris B. Holbrook Introduction to Consumer Value and Conclusions - Morris B. Holbrook Customer Value - Extensions The Millennial Consumer in the Texts of Our Times: Experience and Entertainment - Morris B. Holbrook The Millennial Consumer in the Texts of Our Times: Exhibitionism - Morris B. Holbrook The Millennial Consumer in the Texts of Our Times: Evangelizing - Morris B. Holbrook ROSEPEKICECIVECI versus CCV - The Resource-Operant, Skills-Exchanging, Performance-Experiencing, Knowledge-Informed, Competence-Enacting, Co-producer-Involved, Value-Emerging, Customer-Interactive View of Marketing versus the Concept of Customer Value: " I Can Get It for You Wholesale" - Morris B. Holbrook Consumption Experiences and Customer Value - Empirical Studies Quality and Value in the Consumption Experience: Phaedrus Rides Again - Morris B. Holbrook and Kim P. Corfman The Conceptualisation and Measurement of Consumer Value in Services - Raquel Sanchez-Fernandez, M. Angeles Iniesta-Bonillo and Morris B. Holbrook The Value of Value: Further Excursions on the Meaning and Role of Customer Value - Martina G. Gallarza, Irene Gil-Saura and Morris B. Holbrook Perspectives of Other Scholars Commentary - "Radical" Experiential Views - Martina Gallarza Morris B. Holbrook: The Value of a Great Researcher and Friend - Raquel Sanchez Fernandez Morris -The Experience - Bernd H. Schmitt Interview of Morris B. Holbrook - Elizabeth C. Hirschman Volume 3: EMOTIONS Emotions in the Consumption Experience - Concepts The Role of Emotion in the Consumption Experience: Actions and Reactions in Consumer Behavior - Morris B. Holbrook The Role of Lyricism in Research on Consumer Emotions: Skylark, Have You Anything to Say to Me? - Morris B. Holbrook Emotions in the Consumption Experience - Empirical Studies Using versus Choosing: The Relationship of the Consumption Experience to Reasons for Purchasing - Morris B. Holbrook, Donald R. Lehmann and John O'Shaughnessy Emotion in the Consumption Experience: Toward a New Model of the Human Consumer - Morris B. Holbrook The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior - William J. Havlena and Morris B. Holbrook Assessing the Validity of Emotional Typologies - William J. Havlena, Morris B. Holbrook and Donald R. Lehmann A Stochastic Three-Way Unfolding Model for Asymmetric Binary Data - Wayne S. DeSarbo, Donald R. Lehmann, Morris B. Holbrook, William J. Havlena and Sunil Gupta Emotions and Consumption over Time - Empirical Studies Play as a Consumption Experience: The Roles of Emotions, Performance, and Personality in the Enjoyment of Games - Morris B. Holbrook, Robert W. Chestnut, Terence A. Oliva and Eric A. Greenleaf An Approach to Investigating the Emotional Determinants of Consumption Durations: Why Do People Consume What They Consume for as Long as They Consume It? - Morris B. Holbrook and Meryl P. Gardner How Motivation Moderates the Effects of Emotions on the Duration of Consumption - Morris B. Holbrook and Meryl P. Gardner Illustrating a Dynamic Model of the Mood-Updating Process in Consumer Behavior - Morris B. Holbrook and Meryl P. Gardner Emotions in Advertising - Concepts and Typologies The Role of Emotion in Advertising - Morris B. Holbrook and John O'Shaughnessy Toward a Standardized Emotional Profile (SEP) Useful in Measuring Responses to the Nonverbal Components of Advertising - Morris B. Holbrook and Rajeev Batra The Role of Emotion in Advertising Revisited: Testing a Typology of Emotional Responses - Morris B. Holbrook and Richard A. Westwood Developing a Typology of Affective Responses to Advertising - Rajeev Batra and Morris B. Holbrook Emotions and Responses to Advertising - Empirical Studies Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising - Morris B. Holbrook and Rajeev Batra A Three-Component Model of Attitude toward the Ad: Effects of the Zipping and Zapping of Television Commercials - T. J. Olney, Rajeev Batra and Morris B. Holbrook Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time - Thomas J. Olney, Morris B. Holbrook and Rajeev Batra Perspectives of Other Scholars Commentary - Emotions - Rajeev Batra Emotions and Consumption Experiences: An Emotional Retrospective - William J. Havlena Commentary - Emotions - T. J. Olney Interview of Morris B. Holbrook - Meryl P. Gardner Volume 4: ESTHETICS AND TASTES, PART I: ART AND ENTERTAINMENT Consumer Esthetics - Basic Concepts Some Preliminary Notes on Research in Consumer Esthetics - Morris B. Holbrook Symbolic Consumer Behavior: An Introduction - Morris B. Holbrook and Elizabeth C. Hirschman Introduction: The Esthetic Imperative in Consumer Research - Morris B. Holbrook Progress and Problems in Research on Consumer Esthetics - Morris B. Holbrook Concepts from the Philosophy and Psychology of Art Artistic Creation, Artworks, and Aesthetic Appreciation: Some Philosophical Contributions to Nonprofit Marketing - Morris B. Holbrook and Robert B. Zirlin Chasing the Wundt Curve: An Adventure in Consumer Esthetics - Punam Anand and Morris B. Holbrook The Eye of the Beholder: Beauty as a Concept in Everyday Discourse and the Collective Photographic Essay - Morris B. Holbrook Challenging Conventions in Arts Marketing: Experiencing the Skull - Alan Bradshaw, Finola Kerrigan and Morris B. Holbrook Empirical Studies of Real versus Artificial Esthetic Objects Cue Configurality in Esthetic Responses - Morris B. Holbrook and William L. Moore The Use of Real versus Artificial Stimuli in Research on Visual Esthetic Judgments - Joel Huber and Morris B. Holbrook On the Importance of Using Real Products in Research on Merchandising Strategy - Morris B. Holbrook Empirical Studies of Esthetic Responses over Time The Determinants of Esthetic Value and Growth - Joel Huber and Morris B. Holbrook A Dynamic Spatial Analysis of Changes in Aesthetic Responses - Morris B. Holbrook, Eric A. Greenleaf and Robert M. Schindler Empirical Studies of Movie Audiences What's an Oscar Worth? An Empirical Estimation of the Effects of Nominations and Awards on Movie Distribution and Revenues - John C. Dodds and Morris B. Holbrook The Role of Actors and Actresses in the Success of Films: How Much Is a Movie Star Worth? - W. Timothy Wallace, Alan Seigerman and Morris B. Holbrook Modeling the Appeal of Movie Features to Demographic Segments of Theatrical Demand - Ignacio Redondo and Morris B. Holbrook Consumers' Identification and Beyond: Attraction, Reverence, and Escapism in the Evaluation of Films - Michela Addis and Morris B. Holbrook Empirical Studies of Sports as Entertainment Market Success as a Criterion for Assessing Player Contributions in Sports Businesses via a Regression-based Approach Using Adjusted Performance Measures and Quasi-dummy Variables - Morris B. Holbrook An Updating Model of Salary Adjustments in Major League Baseball: How Much Is a Home Run Worth? - Morris B. Holbrook and Clifford J. Shultz, II Perspectives of Other Scholars A Commentary on the Contributions of Morris Holbrook - Suman Basuroy and Aaron Gleiberman Portrait of the Artist as a Young Cat: Holbrook, Aesthetics, and Marketing - Peter H. Bloch Analyzing Audiences, Framing Films, and Research Realities - Charles B. Weinberg Interview of Morris B. Holbrook - Finola Kerrigan Volume 5: ESTHETICS AND TASTES, PART II: EFFECTS OF PERSONALITY, CLASS, AND EXPERTISE Effects of Personality on Tastes Patterns, Personalities, and Complex Relationships in the Effects of Self on Mundane Everyday Consumption: These Are 495 of My Most and Least Favorite Things - Morris B. Holbrook A Reexamination of Self-Monitoring and Judgments of Furniture Designs - Morris B. Holbrook, Michael R. Solomon and Stephen Bell Combining Esthetic and Social Value to Explain Preferences for Product Styles with the Incorporation of Personality and Ensemble Effects - Stephen S. Bell, Morris B. Holbrook and Michael R. Solomon Romanticism and Wanderlust: An Effect of Personality on Consumer Preferences - Morris B. Holbrook and Thomas J. Olney Effects of Class on Tastes The Three Faces of Elitism: Postmodernism, Political Correctness, and Popular Culture - Morris B. Holbrook An Empirical Approach to Representing Patterns of Consumer Tastes, Nostalgia, and Hierarchy in the Market for Cultural Products - Morris B. Holbrook Market Clustering Goes Graphic: The Weiss Trilogy and a Proposed Extension - Morris B. Holbrook Death of the Arts Snob? Americans Have Become Omnivorous Culture Buffs - Michael J. Weiss, Morris B. Holbrook and John Habich Class-related Distinctions in American Cultural Tastes - Morris B. Holbrook, Michael J. Weiss and John Habich Disentangling Effacement, Omnivore, and Distinction Effects on the Consumption of Cultural Activities: An Illustration - Morris B. Holbrook, Michael J. Weiss and John Habich CB as I See It: Class and Income Morris B. Holbrook Effects of Expertise on Tastes Using Connoisseurs to Predict Mass Tastes - Robert M. Schindler, Morris B. Holbrook and Eric A. Greenleaf Rereading the Encyclopedias of Jazz: Analyses of Data on the Tastes of Readers, Critics, and Musicians from 1955 to 1970 - Morris B. Holbrook Audience Judgments as the Potential Missing Link between Expert Judgments and Audience Appeal: An Illustration Based on Musical Recordings of "My Funny Valentine" - Morris B. Holbrook, Kathleen T. Lacher and Michael S. LaTour On the Commercial Exaltation of Artistic Mediocrity: Books, Bread, Postmodern Statistics, Surprising Success Stories, and the Doomed Magnificence of Way Too Many Big Words - Morris B. Holbrook Expert Judgments versus Popular Tastes in the Case of Motion Pictures Popular Appeal versus Expert Judgments of Motion Pictures - Morris B. Holbrook The Role of Ordinary Evaluations in the Market for Popular Culture: Do Consumers Have "Good Taste"? - Morris B. Holbrook Taste versus the Market: An Extension of Research on the Consumption of Popular Culture - Morris B. Holbrook and Michela Addis Art versus Commerce in the Movie Industry: A Two-Path Model of Motion-Picture Success - Morris B. Holbrook and Michela Addis Perspectives of Other Scholars Intimations of Alterity: Meadows in the Mist and Music in the Night - Douglas Brownlie Commentary - Esthetics and Tastes, Part II - Mark C. Gridley Conversations at the Green Peridot - Highlights and Lowlights: A Commentary on My Friend Morris Holbrook - Kathleen T. Lacher Interview of Morris B. Holbrook - Michela Addis Volume 6: NOSTALGIA AND AGE-RELATED PREFERENCES Nostalgia - Concepts and Summaries Echoes of the Dear Departed Past: Some Work in Progress on Nostalgia - Morris B. Holbrook and Robert M. Schindler On the New Nostalgia: "These Foolish Things" and Echoes of the Dear Departed Past - Morris B. Holbrook Nostalgia Proneness Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes - Morris B. Holbrook Nostalgia Proneness and Consumer Tastes - Morris B. Holbrook Age-Related Preference Peaks and Moderating Effects Some Exploratory Findings on the Development of Musical Tastes - Morris B. Holbrook and Robert M. Schindler What Do MBA's like? - Morris B. Holbrook Critical Periods in the Development of Men's and Women's Tastes in Personal Appearance - Robert M. Schindler and Morris B. Holbrook Age, Sex, and Attitude toward the Past as Predictors of Consumers' Aesthetic Tastes for Cultural Products - Morris B. Holbrook and Robert M. Schindler Market Segmentation Based on Age and Attitude toward the Past: Concepts, Methods, and Findings Concerning Nostalgic Influences on Customer Tastes - Morris B. Holbrook and Robert M. Schindler Nostalgia for Early Experience as a Determinant of Consumer Preferences - Robert M. Schindler and Morris B. Holbrook Interpretive Studies of Nostalgia "These Foolish Things, The Dear Departed Past," and the Songs of David Frishberg: A Commentary and Critique - Morris B. Holbrook Collectors and Collecting - Russell W. Belk, Melanie Wallendorf, John Sherry, Morris Holbrook, Scott Roberts Collecting in a Consumer Culture - Russell W. Belk, Melanie Wallendorf, John F. Sherry, Jr. and Morris B. Holbrook The Retailing of Performance and the Performance of Service: The Gift of Generosity with a Grin and the Magic of Munificence with Mirth - Morris B. Holbrook (Book Review) Rocking the Ages: The Yankelovich Report on Generational Marketing by J. Walker Smith and Ann Clurman - Morris B. Holbrook Book Review: Marketing - The Retro Revolution by Stephen Brown - Morris B. Holbrook Nostalgic Bonding: Exploring the Role of Nostalgia in the Consumption Experience - Morris B. Holbrook and Robert M. Schindler Time Travels in Retrospace: Unpacking My Grandfather's Trunk - Some Introspective Recollections of Life on the Brule - Morris B. Holbrook Perspectives of Other Scholars Morris Holbrook's Levels of Nostalgia: An Invitation to a Research Journey - Susan L. Holak Play it Again Morris: On Pianos, the Past, and all that Jazz - Pauline Maclaran Missing Morris: Reminiscences, Retrospection, and Rigorous Research - Jonathan E. Schroeder Interview of Morris B. Holbrook - Robert M. Schindler Volume 7: QUANTITATIVE METHODS: MDS, MDA, CCA, AND BEYOND Early Works - Letter Perception Note on Validity of a Mechanical Measure of Inter-Letter Similarity - Morris B. Holbrook A Comparison of Methods for Measuring the Interletter Similarity between Capital Letters - Morris B. Holbrook Effect of Subjective Verbal Uncertainty on Perception of Typographical Errors in a Proofreading Task - Morris B. Holbrook Effect of Subjective Interletter Similarity, Perceived Word Similarity, and Contextual Variables on the Recognition of Letter Substitutions in a Proofreading Task - Morris B. Holbrook The Role of Subjective Probability in Mediating the Relationship between Word Frequency and Recognition of Error - Morris B. Holbrook MDS, MDA, and CCA - Scaling and Spatial Representations A Test of the Correspondence between Perceptual Spaces Based on Pairwise Similarity Judgments Collected With and Without the Inclusion of Explicit Ideal Objects - Morris B. Holbrook and Rebecca S. Williams Using Attribute Ratings for Product Positioning: Some Distinctions among Compositional Approaches - Joel Huber and Morris B. Holbrook Using Canonical Correlation to Construct Product Spaces for Objects with Known Feature Structures - Morris B. Holbrook and William L. Moore On the Predictive Validity of Joint-Space Models in Consumer Evaluations of New Concepts - William L. Moore and Morris B. Holbrook Conjoint Analysis of Objects with Environmentally Correlated Attributes: The Questionable Importance of Representative Design - William L. Moore and Morris B. Holbrook Constructing Joint Spaces from Pick-Any Data: A New Tool for Consumer Analysis - Morris B. Holbrook, William L. Moore and Russell S. Winer The Pick-Any Procedure versus Multidimensionality-Scaled Correlations: An Empirical Comparison of Two Techniques for Forming Preference Spaces - Morris B. Holbrook and William L. Moore Situation-specific Ideal Points and Usage of Multiple Dissimilar Brands - Morris B. Holbrook Applications to the Arts The Spatial Representation of Responses toward Jazz: Applications of Consumer Esthetics to Mapping the Market for Music - Morris B. Holbrook and Joel Huber Marketing Strategy and the Structure of Aggregate, Segment-Specific, and Differential Preferences - Morris B. Holbrook and Douglas V. Holloway Mapping the Market for Esthetic Products: The Case of Jazz Records - Morris B. Holbrook Assessing the Convergent Validity of Decompositional and Compositional Methods in the Case of Socially Sensitive Perceptions - Morris B. Holbrook and William L. Moore Nonisomorphism, Shadow Features and Imputed Preferences - Morris B. Holbrook, William L. Moore, Gary N. Dodgen and William J. Havlena Applications to Leisure Activities Representing Patterns of Association among Leisure Activities: A Comparison of Two Techniques - Morris B. Holbrook Allocating Discretionary Time: Complementarity among Activities - Morris B. Holbrook and Donald R. Lehmann Applications to Fashion Mapping the Market for Fashion: Complementarity in Consumer Preferences - Morris B. Holbrook and Glenn Dixon Aims, Concepts, and Methods for the Representation of Individual Differences in Esthetic Responses to Design Features - Morris B. Holbrook Perspectives of Other Scholars Commentary - Quantitative Methods - Donna L. Hoffman Multivariate Morris - Donald R. Lehmann Commentary - Quantitative Methods - Russell S. Winer Interview of Morris B. Holbrook - William L. Moore Volume 8 : QUALITATIVE METHODS, PART I: INTERPRETIVE APPROACHES Overviews: Semiotics, Hermeneutics, and Interpretive Approaches The Study of Signs in Consumer Esthetics: An Egocentric Review - Morris B. Holbrook The Dramatic Side of Consumer Research: The Semiology of Consumption Symbolism in the Arts - Morris B. Holbrook The Positivistic and Interpretive Sides of Semiotic Research on Artistic Consumption: Hermes Speaks - Morris B. Holbrook Having Fun with Qualitative Methods or Interpretive Approaches in Marketing and Consumer Research - Morris B. Holbrook Foreword to Doing Research Projects in Marketing, Management and Consumer Research - Morris B. Holbrook The Linguistic Turn in Marketing and Consumer Research Some Further Dimensions of Psycholinguistics, Imagery, and Consumer Response - Morris B. Holbrook Understanding Consumer Behaviour: The Linguistic Turn in Marketing Research - John O'Shaughnessy and Morris B. Holbrook On the Scientific Status of Consumer Research and the Need for an Interpretive Approach to Studying Consumption Behavior - Morris B. Holbrook and John O'Shaughnessy Applications to Advertising Gender and Genre in the Interpretation of Advertising Text - Barbara B. Stern and Morris B. Holbrook The Paco Man and What Is Remembered: New Readings of a Hybrid Language - Morris B. Holbrook and Barbara B. Stern Applications to Literature Romanticism and Sentimentality in Consumer Behavior: A Literary Approach to the Joys and Sorrows of Consumption - Morris B. Holbrook Romanticism, Introspection, and the Roots of Experiential Consumption: Morris the Epicurean - Morris B. Holbrook Closely Read Books - Marketing Literature, Consumption as Text, and the Leaves from our Lives: Slow, Slower, and Slowest - Morris B. Holbrook ACR Fellows' Bookshelf - Morris B. Holbrook Psychoanalytic Application The Psychoanalytic Interpretation of Consumer Behavior: I Am an Animal - Morris B. Holbrook Stereography Stereography in the Social Sciences: An Application Whose Time Has Come - Morris B. Holbrook Stereographic Visual Displays and the Three-dimensional Communication of Findings in Marketing Research - Morris B. Holbrook Three-dimensional Stereographic Visual Displays in Marketing and Consumer Research - Morris B. Holbrook Marketing Applications of Three-dimensional Stereography - Morris B. Holbrook Explaining the Vividness, Clarity, and Realism of Three-dimensional Stereoscopy - Morris B. Holbrook Probing Explorations, Deep Displays, Virtual Reality, and Profound Insights: The Four Faces of Stereographic Three-dimensional Images in Marketing and Consumer Research - Morris B. Holbrook and Takeo Kuwahara Perspectives of Other Scholars The Prodigal Owl - Stephen Brown Commentary - Qualitative Methods, Part I - John Deighton John O'Shaughnessy Interviews Morris B. Holbrook Interview of Morris B. Holbrook - John O'Shaughnessy Volume 9 : QUALITATIVE METHODS, PART II: SYMBOLIC CONSUMER BEHAVIOR OR CONSUMPTION SYMBOLISM Symbolic Consumer Behavior in Films The Semiology of Cinematic Consumption: Symbolic Consumer Behavior in Out of Africa - Morris B. Holbrook and Mark W. Grayson An Interpretation: Gremlins as Metaphors for Materialism - Morris B. Holbrook Seven Routes to Facilitating the Semiological Interpretation of Consumption Symbolism and Marketing Imagery in Works of Art: Some Tips for Wildcats - Morris B. Holbrook Personal Appearance and Consumption in Popular Culture: A Framework for Descriptive and Prescriptive Analysis - Morris B. Holbrook, Lauren G. Block and Gavan J. Fitzsimons Consuming the Vampire: Sex, Death, and Liminality - Elizabeth C. Hirschman and Morris B. Holbrook Consumption Symbolism in Plays, Television, and Music Consumption Symbolism and Meaning in Works of Art: A Paradigmatic Case - Morris B. Holbrook The Role of the Humanities in Consumer Research: Close Encounters and Coastal Disturbances - Morris B. Holbrook, Stephen Bell and Mark W. Grayson Consumption as Communication in the World of Mrs. Cage - Morris B. Holbrook Entries on "Game Shows" and "Game Show Hosts, Hostesses, and Producers" - Morris B. Holbrook Entries on `Bakr, (Chesney Henry) "Chet" , Brubeck, David Warren, Charles, Ray Robinson, Desmond, Paul and Frishberg, David L. - Morris B. Holbrook Jazz-Related Symbolism in Films A Book-Review Essay on the Role of Ambi-diegetic Film Music in the Product Design of Hollywood Movies: Macromarketing in La-La-Land - Morris B. Holbrook Ambi-diegetic Music in the Movies: The Crosby Duets in High Society - Morris B. Holbrook The Ambi-Diegesis of `My Funny Valentine' - Morris B. Holbrook Music Meanings in Movies: The Case of the Crime-Plus-Jazz Genre - Morris B. Holbrook Art versus Commerce as a Macromarketing Theme in Three Films from the Young-Man-with-a-Horn Genre - Morris B. Holbrook Reply to Bradshaw, McDonagh, and Marshall: Turn off the Bubble Machine - Morris B. Holbrook Cinemusical Meanings in Motion Pictures: Commerce, Art, and Brando Loyalty ... or ... De Niro, My God, to Thee - Morris B. Holbrook Ambi-diegetic Music in Films as a Product-Design and -Placement Strategy: The Sweet Smell of Success - Morris B. Holbrook When Bad Things Happen to Great Musicians: The Role of Ambi-Diegetic Jazz in Three Tragedepictions of Artistic Genius on the Silver Screen - Morris B. Holbrook A Cinemusicaliterary Analysis of the American Dream as Represented by Biographical Jazz Comedepictions in the Golden Age of Hollywood Biopics: Blow, Horatio, Blow; O, Jakie, O; Go, Tommy, Go; No, Artie, No - Morris B. Holbrook Perspectives of Other Scholars To Morris: A M.A.V.E.R.I.C.K. and Much More - Marylouise Caldwell Commentary - Qualitative Methods, Part II - John W. Schouten Interview of Morris B. Holbrook - Alan Bradshaw Volume 10: QUALITATIVE METHODS, PART III: SUBJECTIVE PERSONAL INTROSPECTION Subjective Personal Introspection (SPI) - The ACR Trilogy I'm Hip: An Autobiographical Account of Some Musical Consumption Experiences - Morris B. Holbrook An Audiovisual Inventory of Some Fanatic Consumer Behavior: The 25-Cent Tour of a Jazz Collector's Home - Morris B. Holbrook Steps toward a Psychoanalytic Interpretation of Consumption: A Meta-Meta-Meta-Analysis of Some Issues Raised by the Consumer Behavior Odyssey - Morris B. Holbrook The Consumer-Behavior Odyssey From the Log of a Consumer Researcher: Reflections on the Odyssey - Morris B. Holbrook The Delivery and Consumption of Vacation Performances - Jeffrey F. Durgee, Morris B. Holbrook and John F. Sherry The Wives of Woodville - Woodville Jeffrey F. Durgee, Morris B. Holbrook and Melanie Wallendorf Introspective Applications Just Junior, Dizzy, and Me on the Way to Our Gig - Morris B. Holbrook Loving and Hating New York: Some Reflections on the Big Apple - Morris B. Holbrook Tupperware, Tommy Moore, Teddy Bear and Tipper Gore - Pete, Jamie, Stew, Oyster and Morrie's High School Reunion: Titillation and Titivation in Entelechic Entitulation - Morris B. Holbrook The Photographic Essay Customer Value and Autoethnography: Subjective Personal Introspection and the Meanings of a Photograph Collection - Morris B. Holbrook Consumption Experience, Customer Value, and Subjective Personal Introspection: An Illustrative Photographic Essay - Morris B. Holbrook Photo Essays and the Mining of Minutiae in Consumer Research: 'bout the Time I Got to Phoenix - Morris B. Holbrook The Stereographic Photo Essay Blizzard of 1996 - Morris B. Holbrook Stereo 3D Representations in Postmodern Marketing Research - Morris B. Holbrook Breaking Camouflage: Stereography as the Cure for Confusion, Clutter, Crowding, and Complexity - Morris B. Holbrook Walking on the Edge: A Stereographic Photo Essay on the Verge of Consumer Research - Morris B. Holbrook Collective Stereographic Photo Essays: An Integrated Approach to Probing Consumption Experiences in Depth - Morris B. Holbrook and Takeo Kuwahara Illuminations, Impressions, and Ruminations on Romanticism: Some Magical Concepts and Mystical Comments from Morris the Catoptric on the Superiority of Stereoscopy in Visual Representations of Marketing and Consumer Research - Morris B. Holbrook Journey to Kroywen: An Ethnoscopic Auto-Auto-Auto-Driven Stereographic Photo Essay - Morris B. Holbrook Perspectives of Other Scholars To a Fellow Odyssean - Russell Belk Morris B. Holbrook, Subjective Personal Introspection, and the Hunger Games: A Young Researcher's Introspective Perspective - Markus Wohlfeil Commentary - Qualitative Methods, Part III - Arch G. Woodside Interview of Morris B. Holbrook - Stephen J. Gould Volume 11: MARKETING APPLICATIONS - BRANDING, COMMUNICATIONS, AND STRATEGY Branding - Product Image Product Images: How Structured Rating Scales Facilitate Using a Projective Technique in Hypothesis Testing - Morris B. Holbrook and Neville C. Hughes Product Imagery and the Illusion of Reality: Some Insights from Consumer Esthetics - Morris B. Holbrook Perceptions of Western Products in Transforming Socialist Countries: The Moderating Role of Political Orientation - Nader T. Tavassoli, Lauren Goldberg Block, Bernd H. Schmitt and Morris B. Holbrook The Use of Space-Travel and Rocket-Ship Imagery to Market Commercial Music: How Some Jazz Albums from the 1950s, 1960s, and 1970s Burned Brightly but Fizzled Fast - Morris B. Holbrook and Barbara Stern Branding - Product Meanings Understanding and Managing the Brand Space - Pierre Berthon, Morris B. Holbrook and James M. Hulbert Viewing Brands in Multiple Dimensions - Pierre Berthon, Morris B. Holbrook, James M. Hulbert and Leyland F. Pitt Branding - Brand Equity Product Quality, Attributes, and Brand Name as Determinants of Price: The Case of Consumer Electronics - Morris B. Holbrook Does an Absence of Brand Equity Generalize across Product Classes? - David C. Bello and Morris B. Holbrook Branding - Brand Loyalty The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty - Arjun Chaudhuri and Morris B. Holbrook Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect - Arjun Chaudhuri and Morris B. Holbrook Communications - Organizational Buying Decision-specific Conflict in Organizational Buyer Behavior - Michael J. Ryan and Morris B. Holbrook Modeling Decision-specific Stress: Some Methodological Considerations - Morris B. Holbrook and Michael J. Ryan Communications - Selling Influence Processes in Interpersonal Persuasion - Morris B. Holbrook and John O'Shaughnessy Selling Processes and Buyer Behavior: Theoretical Implications of Recent Research - Noel Capon, Morris B. Holbrook and James M. Hulbert Communications - Advertising Two Ways to Evaluate an Advertising Campaign - Morris B. Holbrook More on Content Analysis in Consumer Research - Morris B. Holbrook Form versus Content in Predicting Starch Scores - Morris B. Holbrook and Donald R. Lehmann The Netvertising Image: Netvertising Image Communication Model (NICM) and Construct Definition - Barbara B. Stern, George M. Zinkhan and Morris B. Holbrook Illustrating a Systematic Approach to Selecting Motion Pictures for Product Placements and Tie-Ins - Ignacio Redondo and Morris B. Holbrook Marketing Strategy What Can U.S. Businesses Learn from Political Marketing - Nicholas O'Shaughnessy and Morris B. Holbrook Beyond Market Orientation: A Conceptualization of Market Evolution - Pierre Berthon, Morris B. Holbrook and James M. Hulbert Elegy on the Death of Marketing: Never Send to Know Why We Have Come to Bury Marketing but Ask What You Can Do for Your Country Churchyard - Morris B. Holbrook and James M. Hulbert Perspectives of Other Scholars The Goodness of Morris B. Holbrook - Arjun Chaudhuri Commentary - Marketing Applications - Gita V. Johar On Interpretive Courage: A Profoundly Pre-modern Paean to the Perceptive Postmodern Promise Posed by Morris Holbrook - Randall Rothenberg Interview of Morris B. Holbrook - Pierre Berthon Volume 12: MACROMARKETING APPLICATIONS, PART I - ETHICAL CONCERNS, SOCIAL ISSUES, AND ANIMAL COMPANIONS Ethical Concerns Ethics in Consumer Research: An Overview and Prospectus - Morris B. Holbrook Marketing and the Tragedy of the Commons: A Synthesis, Commentary, and Analysis for Action - Clifford J. Shultz, II and Morris B. Holbrook Ethical Consumption Experiences and Ethical Space - Elizabeth Cooper-Martin and Morris B. Holbrook Social Issues - Advertising Mirror, Mirror, on the Wall, What's Unfair in the Reflections on Advertising? - Morris B. Holbrook Permissible Puffery versus Actionable Warranty in Advertising and Salestalk: An Empirical Investigation - Alexander Simonson and Morris B. Holbrook Social Issues - Macromarketing Higher Than the Bottom Line: Reflections on Some Recent Macromarketing Literature - Morris B. Holbrook Eine Kleine Nachtmusik: Response to Professor Klein - Morris B. Holbrook Living It Up in Twitchell's Branded Nation: Which Way to the Egress? - Morris B. Holbrook The Paradoxical Relationships between Marketing and Vulnerability - Clifford J. Shultz, II and Morris B. Holbrook Social Issues - Pop Culture Times Square, Disneyphobia, HegeMickey, the Ricky Principle, and the Downside of the Entertainment Economy: It's Fun-Dumb-Mental - Morris B. Holbrook The Millennial Consumer Enters the Age of Exhibitionism - A Book-Review Essay: Part 1 - Morris B. Holbrook The Millennial Consumer Enters the Age of Exhibitionism - A Book-Review Essay: Part 2 - Morris B. Holbrook Must We Have Muzak Wherever We Go? A Critical Consideration of the Consumer Culture - Alan Bradshaw and Morris B. Holbrook Social Issues - Compulsive and Self-Destructive Consumer Behavior Book Review of April Lane Benson - I Shop, Therefore I Am: Compulsive Buying and the Search for Self (Oniomania, Ergo Sum: The Complete Guide to Compulsive Buying Disorders) - Morris B. Holbrook Remembering Chet: Theorizing the Mythology of the Self-Destructive Bohemian Artist as Self-Producer and Self-Consumer in the Market for Romanticism - Alan Bradshaw and Morris B. Holbrook Animal Companions Reflections on Rocky - Morris B. Holbrook Feline Consumption: Ethography, Felologies and Unobtrusive Participation in the Life of a Cat - Morris B. Holbrook The Katarche of Catology in Research on Marketing: Breakfast at Tiffany's, Stereography, Subjective Personal Introspection, and Cat - Morris B. Holbrook A Collective Stereographic Photo Essay on Key Aspects of Animal Companionship: The Truth about Dogs and Cats - Morris B. Holbrook, Debra Lynn Stephens, Ellen Day, Sarah M. Holbrook and Gregor Strazar Marketing to Pet Owners - Morris B. Holbrook Animal Companions, Consumption Experiences, and the Marketing of Pets: Transcending Boundaries in the Animal-Human Distinction - Morris B. Holbrook and Arch G. Woodside Pets and People: Companions in Commerce? - Morris B. Holbrook Perspectives of Other Scholars Morris Holbrook is Not a Jesuit - Gene R. Laczniak Morris Holbrook on Marketing Ethics and Social Issues - N. Craig Smith Commentary - Macromarketing Applications, Part I - Debra L. Stephens Interview of Morris B. Holbrook - Clifford J. Shultz, II Volume 13: MACROMARKETING APPLICATIONS, PART II - MARKETING VERSUS CONSUMER RESEARCH Another ACR Trilogy Why Business Is Bad for Consumer Research: The Three Bears Revisited - Morris B. Holbrook The Consumer Researcher Visits Radio City: Dancing in the Dark - Morris B. Holbrook Casey at the Conference: Some Reflections on the ACR Experience - Morris B. Holbrook and Ernest Lawrence Thayer Consumer Research Whither ACR? Some Pastoral Reflections on Bears, Baltimore, Baseball, and Resurrecting Consumer Research - Morris B. Holbrook What Is Consumer Research? Marketing Research Belk, Granzin, Bristor, and the Three Bears - Morris B. Holbrook What Is Marketing Research? - Morris B. Holbrook The Place of Marketing Research on the Business-Research Continuum - Morris B. Holbrook Marketing Banausea Some Notes on the Banausic Interrelationships among Marketing Academics and Practitioners - Morris B. Holbrook The Four Faces of Commodification in the Development of Marketing Knowledge - Morris B. Holbrook On Eschatology, Onanist Scatology, or Honest Catology? Cats Swinging, Scat Singing, and Cat Slinging as Riffs, Rifts, and Writs in a Catalytic Catechism for the Cataclysm - Morris B. Holbrook Pursuing Happiness: American Consumers in the Twentieth Century Morris Holbrook (with Stanley Lebergott Book Review - An American in Praxis... The Authority of the Consumer - Morris B. Holbrook (with W.T. Dillard) From Trash to Fable to Triumph: The Ad(c)ulteration of the American Mind - Adcult USA-The Triumph of Advertising in American Culture - Morris B. Holbrook (with James B. Twitchell) Looking Back on Looking Backward: A Retrospective Review of Edward Bellamy's Macromarketing Classic - Morris B. Holbrook Commentary - Morris B. Holbrook Weaving Complexity and Business: Engaging the Soul at Work - Morris B. Holbrook (with Roger Lewin and Birute Regine) Further Thoughts on Marketing Versus Consumer Research - The AMA Task Force Developing, Disseminating, and Utilizing Marketing Knowledge AMA Task Force on the Development of Marketing Thought Aftermath of the Task Force: Dogmatism and Catastrophe in the Development of Marketing Thought - Morris B. Holbrook Holbrook's Reply to Pechmann: Prelude and Poem - Morris B. Holbrook Comments on the Report of the AMA Task Force on the Development of Marketing Thought - Morris B. Holbrook Perspectives of Other Scholars The "Leading Non-Conformist" - Morris B. Holbrook - Harold H. Kassarjian Comments on Morris Holbrook - Marketing Legend, Colleague, and Friend - Kent B. Monroe Cherish the Cats - F. Sherry, Jr. Interview of Morris B. Holbrook - Ronald Paul Hill Volume 14: INSPIRATIONAL APPLICATIONS, PART I - MARKETING EDUCATION Overview Five Phases in a Personal Journey through the Troubled Waters of Academic Values in a World of Business: Where's the Beef? - Morris B. Holbrook Edutainment Reflections on Jazz and Teaching: Benny and Gene, Woody and We - Morris B. Holbrook and Ellen Day The Dangers of Educational and Cultural Populism: Three Vignettes on the Problems of Aesthetic Insensitivity, the Pitfalls of Pandering, and the Virtues of Artistic Integrity - Morris B. Holbrook The Trade-School Mentality What Do We Produce in the "Knowledge Factory" and for Whom? A Review Essay of The Knowledge Factory by Stanley Aronowitz - Morris B. Holbrook and James M. Hulbert Universities in the Marketplace: The Commercialization of Higher Education - Morris B. Holbrook (with Derek Bok) Students as Customers in the Business Model of the University Does Marketing Need Reform School? On the Misapplication of Marketing to the Education of Marketers - Morris B. Holbrook Manufacturing Memorable Consumption Experiences from Ivy and Ivory: The Business Model, Customer Orientation, and Distortion of Academic Values in the Post-Millennial University - Morris B. Holbrook Catering to Consumers or Consuming the Caterers: A Bridge Too Far ... Way Too Far - Morris B. Holbrook Business-School Ratings Gratitudes and Latitudes in M.B.A. Attitudes: Customer Orientation and the Business Week Poll - Morris B. Holbrook Gratitude in Graduate MBA Attitudes: Re-Examining the Business Week Poll - Morris B. Holbrook Objective Characteristics, Subjective Evaluations, and Possible Distorting Biases in the Business-School Rankings: The Case of U.S. News & World Report - Morris B. Holbrook Social Issues in Marketing Education Marketing Education as Bad Medicine for Society: The Gorilla Dances - Morris B. Holbrook Marketing Miseducation and the MBA Mind: Bullshit Happens - Morris B. Holbrook Compromise Is so ... Compromised: Goldilocks, Go Home - Morris B. Holbrook Inspiring Thoughts On Reaching, Grasping, Flapping, and Flopping - Morris B. Holbrook A Tribute to John O'Shaughnessy on the Occasion of His Retirement - Morris B. Holbrook Howard, John A. - Morris B. Holbrook Remembrance: John A. Howard (1915-1999) - Morris B. Holbrook In Memoriam- Barbara B. Stern - Morris B. Holbrook The Ballad of H. Keith Hunt - Morris B. Holbrook Perspectives of Other Scholars Morris the Crusader - James M. Hulbert A Shot in the Dark - Arthur J. Kover Morris - A Marketing Legend - Robert N. Stinerock Interview of Morris B. Holbrook - Herbert Jack Rotfeld Volume 15: INSPIRATIONAL APPLICATIONS, PART II - SCHOLARSHIP AND CREATIVITY Inspirational Essays Some Words of Inspiration on Research, Religion, Bach, and Baseball (President's Column) - Morris B. Holbrook On Hatching a Program of Consumer Research: An Elephant's Faithful 100% - Morris B. Holbrook Seven Pieces of Wisdom on Consumer Research from Sandy, Quarter, Tommy, Matthew, Paul, Dave, and Dolly: A Love Letter to ACR - Morris B. Holbrook Satiric Commentary A Note on Sadomasochism in the Review Process: I Hate When That Happens - Morris B. Holbrook Research Notes: Paper - Anand E. Mush The Influence of Anxiety: Ephebes, Epees, Posterity, and Preposterity in the World of Stephen Brown - Morris B. Holbrook Intellectual Structure - Citation Analysis Book Review: Handbook of Consumer Behavior Edited by Thomas S. Robertson and Harold H. Kassarjian - Morris B. Holbrook The Intellectual Structure of Consumer Research: A Bibliometric Study of Author Co-citations in the First 15 Years of the Journal of Consumer Research - Donna L. Hoffman and Morris B. Holbrook On Marketing and Semiotics: What's Cooking in Denmark? - Morris B. Holbrook Creativity Theory Development Is a Jazz Solo: Bird Lives - Morris B. Holbrook Borders, Creativity, and the State of the Art at the Leading Edge - Morris B. Holbrook Marketing Across or Beyond, Without Or Among, and At or On the Borders: Some Literal, Littoral, and Literary Ideas Whose Times Definitely Have, Probably Have Not, and Maybe Might Have Come - Morris B. Holbrook The Role of Myth in Creative Advertising Design: Theory, Process and Outcome Gita - Venkataramani Johar, Morris B. Holbrook and Barbara B. Stern Adventures in Complexity: An Essay on Dynamic Open Complex Adaptive Systems, Butterfly Effects, Self-Organizing Order, Coevolution, the Ecological Perspective, Fitness Landscapes, Market Spaces, Emergent Beauty at the Edge of Chaos, and All That Jazz - Morris B. Holbrook Book Review - How Customers Think: Essential Insights Into the Mind of the Market by Gerald Zaltman - Morris B. Holbrook Playing the Changes on the Jazz Metaphor: An Expanded Conceptualization of Music-, Management-, and Marketing-related Themes - Morris B. Holbrook "Do You Know ...?" The Jazz Repertoire in Action - Morris B. Holbrook (with Robert R. Faulkner and Howard S. Becker) Envoi Farewell Address - Morris B. Holbrook Perspectives of Other Scholars Machiavellian Reflections on Morris the Cat: Scholarship and Creativity - Phil Harris Morris Holbrook: Ars Gratia Artis - Sidney J. Levy Skylark - Brian Wansink William L. Wilkie Interviews Morris B. Holbrook - William L. Wilkie Interview of Morris B. Holbrook

About the Author

Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory's faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology. Throughout his career, Professor Sheth has offered more than a thousand presentations in at least 20 countries. He has also provided consultancy for numerous companies in the United States, Europe, and Asia. His client list includes AT&T, BellSouth, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool, and others. Currently, Professor Sheth sits on the Board of Directors of several public companies including Norstan, Cryo Cell International, and Wipro Limited. Professor Sheth's accolades include "Outstanding Marketing Educator," an award presented by the Academy of Marketing Science, the "Outstanding Educator" award twice-presented by Sales and Marketing Executives International, and the P.D. Converse Award for his outstanding contributions to theory in marketing, presented by the American Marketing Association. Professor Sheth is the recipient of the two highest awards given by the American Marketing Association: the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award. In 1996, Professor Sheth was selected as the Distinguished Fellow of the Academy of Marketing Science. The following year, he was awarded the Distinguished Fellow award from the International Engineering Consortium. Professor Sheth is also a Fellow of the American Psychological Association (known as APA). In 2014, he was awarded the William Wilkie Award, Marketing for a Better World by the American Marketing Association. Professor Sheth has authored or coauthored hundreds of articles and books. In 2000, he and Andrew Sobel published the best seller, Clients for Life. In 2001, Value Space, which he coauthored with Banwari Mittal, was published. Professor Sheth's most popular book, The Rule of Three, was coauthored with Dr Rajendra Sisodia and published in 2002. He has since written notable publications: Tectonic Shift, Firms of Endearment, and The 4 A's of Marketing.

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