Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.

Symbols, Selves, and Others

Symbols, selves, and others
Sidney J.Levy

As Beth Holman noted in introducing this morning's three papers, they are unusually well-related to the panel topic of consumption symbolism and consumption behavior. Taken together, the presentations explore various perspectives on the symbolic significance of products. Belk, Meyer, and Russell (1981) show that people readily interpret the sizes and styles of houses and cars for inferences about the likely characteristics of owners. Some of these inferences show great consensus, others less so. The results seem to show that there is a broad cultural recognition of the meanings of the sizes and styles, with some variations related to age, social status, and sex. It is perhaps surprising that the consensus is so great, given people's pragmatic knowledge ...

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