Consumer Behavior presents an autobiographical view of Morris B. Holbrooks 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 Holbrooks 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 Holbrooks 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.
Consumer Behavior presents an autobiographical view of Morris B. Holbrooks contributions to the study of consumer behavior, describing his life and work over the past sixty years via a collection of subjective personal introspective essays.
Part I: Some Autobiographical Sketches
1. Morris B. Holbrook: An
Introduction
2. Morris B. Holbrook: An Historical Autoethnographic Subjective
Personal Introspection
3. Morris the Cat or the Wolf-Man on the Upper West
Side: Animal Metaphors and Me Part II: Some Comments on the Consumption
Experience
4. Essay on the Origins, Development, and Future of the
Consumption Experience as a Concept in Marketing and Consumer Research
5.
Consumption Experiences in the Arts Part III: Some Theoretical and
Methodological Considerations Concerning Consumer Value
6. Commentary:
Consumption Experiences, Consumer Value, Subjective Personal Introspection,
the Photographic Essay, and Semiological/Hermeneutic Interpretation
7. The
Concept of Consumer Value: Its Development, Implications, and Trajectory
8.
Consumption Criteria in Arts Marketing Part IV: Some Perspectives from Jazz
9. The Marketing Manager as a Jazz Musician
10. Reflections on Jazz Training
and Marketing Education: What Makes a Great Teacher? Part V: Some Criticisms,
Cavils, Complaints, and Controversies
11. The Greedy Bastards Guide to
Business
12. What For Art Thou, Marketing?
13. A Subjective Personal
Introspective Essay on the Evolution of Business Schools, the Fate of
Marketing Education, and Aspirations toward a Great Society
Morris B. Holbrook is now-retired W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business, Columbia University, New York City. He received his Bachelors Degree from Harvard College (English Literature) in 1965, his MBA from Columbia University in 1967, and his PhD in Marketing from Columbia in 1975. From 1975 to 2009, he taught courses at the Columbia Business School in such areas 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 and consumer behavior with a special focus on issues related to communication in general and to aesthetics, semiotics, hermeneutics, art, entertainment, music, jazz, motion pictures, nostalgia, and stereography in particular.
