Consumer Research: Introspective Essays on the Study of Consumption

Books

Morris B. Holbrook

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  • Chapters
  • Front Matter
  • Back Matter
  • Subject Index
  • Dedication

    For John A. Howard—

    Teacher, Mentor, Colleague, Friend—

    An Inspiration in Every Way

    Copyright

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    Epigram

    Man need not be surprised that animals have animal instincts that are so much like his own…. Man may learn from the animals, for they are his parents.

    —Paracelsus (1492–1541)

    Preface

    In recent years, consumer research has emerged as an academic specialty of growing concern to marketing scholars and of increased importance on today's college and university campuses. Courses on consumer behavior, taught in virtually every program of business or management, draw heavily on work by consumer researchers. Over half of the students who receive their doctoral degrees in marketing specialize in consumer studies. Marketing MBAs traditionally take at least one course in consumer behavior, as do many college undergraduates concentrating in business. Furthermore, other academic disciplines—psychology, sociology, cultural anthropology, social history, communication, economics, home economics, textiles/clothing, and even law—draw major portions of their content from the area of consumption-related phenomena. These cross-disciplinary connections received formal recognition 20 years ago in the formation of the Association for Consumer Research and the Journal of Consumer Research—now widely regarded as the major professional organization and leading academic journal in the field.

    Many books have given comprehensive coverage to the topic of consumer behavior. Yet, despite its wide and growing recognition as an emergent area of study, no book appears to exist on the subject of consumer research. To the best of my knowledge, no one has completed a full-length treatment of the history, nature, and types of consumer research or of the varied and often hotly debated issues that surround this field of inquiry. Hence, a gap that badly needs filling exists in the marketing literature.

    In this book, I aim to close that gap by providing an account of some recent historical developments in consumer research and by showing how the evolution of this discipline has affected one researcher in particular—namely, me. Hence, the book offers a personal and subjective glance at how various changes in the field have come about and how they have shaped my own studies of consumption. This account borrows from introspective essays originally written to elucidate various aspects of the relevant issues but now revised and collected to sketch a sustained picture of how consumer research has grown and blossomed during the past 25 years.

    By virtue of my habitual use of animal metaphors, this collection resembles a menagerie—that is, a gathering of creatures intended for exhibition. I hope the reader will find that this menagerie of introspective chapters sheds light on various facets of consumer research not accessible from the more scattered writings of those who have treated aspects of the topic with greater gravity, heavier sobriety, or higher seriousness.

    In closing these prefatory remarks, I wish to express my sincere gratitude to the innumerable people who helped me create this book. Thanks, first, to the many coauthors whose names appear throughout: Rajeev Batra, Russ Belk, Steve Bell, Steve Bertges, Lauren Block, Bob Chestnut, Kim Corfman, Ellen Day, Glenn Dixon, Gavan Fitzsimons, Meryl Gardner, Rashi Glazer, Mark Grayson, Eric Greenleaf, Bill Havlena, Beth Hirschman, Donna Hoffman, Doug Holloway, John Howard, Joel Huber, Don Lehmann, Bill Moore, Terry Oliva, T J. Olney, John O'Shaughnessy, Scott Roberts, Mike Ryan, Robert Schindler, John Sherry, Barbara Stern, Melanie Wallendorf, Rebecca Williams, Russ Winer, and Bob Zirlin. Among these, special thanks to Ellen Day, Beth Hirschman, John Howard, and John O'Shaughnessy, who gave me countless ideas that show up here. Thanks to Anne Smith of HarperCollins, who initially encouraged the project during its early stages. Thanks to Judith Leet, also of HarperCollins, who made detailed editorial suggestions. Thanks to Ron Hill for his gracious support as a liaison with Sage. Thanks to Marquita Flemming, Dale Grenfell, Linda Poderski, and Tricia Bennett of Sage for their enthusiasm and expert editorial advice. Profound thanks to my beloved family for filling the center of my life as a consumer. And boundless thanks to John Howard—my teacher, mentor, colleague, and friend—to whom I dedicate this book with deep appreciation and great affection.

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    About the Author

    Morris B. Holbrook (Ph.D., Columbia University) is the W. T. Dillard Professor of Marketing in the Graduate School of Business at Columbia University. He graduated from Harvard College with a BA in English and received his MBA and PhD in marketing from Columbia. Since 1975, he has taught courses at the Columbia Business School in such areas as marketing strategy, sales management, research methods, consumer behavior, and commercial communication in the culture of consumption. His research has appeared in many journals and 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, advertising, the media, art, and entertainment in particular. Recent books include Daytime Television Game Shows and the Celebration of Merchandise: The Price is Right; The Semiotics of Consumption: Interpreting Symbolic Consumer Behavior in Popular Culture and Works of Art (with Elizabeth C. Hirschman); and Postmodern Consumer Research: The Study of Consumption as Text (with Elizabeth C. Hirschman). The author's hobbies include playing the piano, attending jazz and classical concerts, watching movies, going to the theater, collecting musical recordings, and being kind to cats.


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