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Consumer Behavior: New Essays on the Study of Consumption
Paperback
Series: Routledge Interpretive Marketing Research
Biographies GeneralInvesting & FinanceMarketing
ISBN13: 9781032908854
Publisher: Routledge
Published: Dec 2 2024
Pages: 280
Weight: 0.92
Height: 0.62 Width: 6.14 Depth: 9.21
Language: English
Consumer Behavior presents an autobiographical view of Morris B. Holbrook's contributions to the study of consumer behavior, describing his life and work over the past 60 years via a collection of subjective personal introspective essays. This new collection extends, enlarges, and elaborates on the insights garnered over Holbrook's career to provide a lively and thought-provoking exploration of the evolution of consumer research.
Using Subjective Personal Introspection (SPI), Holbrook shares aspects of his own journey in developing insights into such topics as the consumption experience, consumer value, the jazz metaphor, marketing education, and various controversies that have interested the scholarly community. Early chapters portray Holbrook's evolution in college, graduate school, and faculty membership, while later chapters trace his approaches to understanding the role of consumption as the essence of the human condition. Throughout, SPI is used to illuminate the ways in which academic struggles have led toward deeper understandings of consumers.
Readers with an interest in the autobiographical details of how ideas develop and emerge in an area such as consumer research - including doctoral students or faculty members in the field of marketing - will find enlightenment and inspiration in contemplating the (mis)adventures of a fellow traveler.
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Traditional Decision-Oriented Approaches: Attitude, Information-Processing, and Features-Perceptions-Affect Models
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Esthetics and Tastes, Part II: Effects of Personality, Class, and Expertise
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Qualitative Methods, Part I: Interpretive Approaches
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Marketing Applications Branding, Communications, and Strategy
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Macromarketing Applications, Part I Ethical Concerns, Social Issues, and Animal Companions
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Macromarketing Applications, Part II Marketing versus Consumer Research
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Inspirational Applications, Part I: Marketing Education
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Inspirational Applications, Part II Scholarship and Creativity
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