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.

Constructing Consumer Behavior: A Grand Template

Constructing consumer behavior: A grand template
Sidney J.Levy

This is one of the most exciting times in my life. Some of you may not have realized when I was elected that you were getting the oldest president the Association for Consumer Research (ACR) has ever had. After 30 years at Northwestern University, I have just become a professor emeritus. For younger presidents of ACR, election was a fine achievement along the way; for me, it is a kind of culmination or peak of a long career. I submitted my first professional article to the Journal of Educational Psychology in 1946; and I recently received an acceptance for the December 1991 issue of the Journal of Consumer Research.

It was hard to decide ...

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