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.
Chapter 35: Consumer Behavior in the United States
Consumer Behavior in the United States
The study of consumer behavior in the United States is extremely vigorous. Pressures on managers to understand the consumer have intensified steadily in recent years and show little sign of lessening. This interest is shown in the numerous marketing research projects that go on continually. It is reflected in the growth of academic researches and courses taught on the subject of consumer behavior. The Journal of Consumer Research is a recent development. Meetings and conferences flourish; the specialized trade press and the mass media furnish a flow of news, observations, comments, and analysis of what is happening with the consumer.
As a psychologist, and as one who has been involved in studying behavior in ...