3 Review(s)

The Legends in Consumer Behavior series captures the essence of the most important contributions made in the field of consumer behavior over the past several decades. It reproduces the seminal works of the legends in the field, which are supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focusing on the multiple ways in which a legend has contributed to the field. This third set in the series, consisting of eight volumes, is a tribute to Jacob Jacoby, one of the most prolific contemporary consumer behavior and marketing scholars. Jacob (Jack) Jacoby has been the Merchants Council Professor of Consumer Behavior and Retail Management at the Stern School of Business, New York University, since 1981. Prior to that, he received his Ph.D. in Social Psychology from Michigan State University in 1966. After serving as a Lieutenant in the US Air Force (1965-1968), he directed the Consumer Psychology program within the Department of Psychological Sciences at Purdue University (1968-1981). He is Past President of the Association for Consumer Research (1975) and the Society of Consumer Psychology (1973-1974), and a Fellow of the American Psychological Association, the American Psychological Society, the Association for Consumer Research, the Society for Social Psychology, the Society for Consumer Psychology, and the Society for Psychology and Law. Jacoby's scholarly output includes more than 165 chapters and articles, 10 books and monographs, and hundreds of talks at professional conferences, universities, and before industry audiences. He served on a number of editorial boards, including the Journal of Marketing Research, the Journal of Consumer Research, Computers in Human Behavior, and the Trademark Reporter. The series is edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is Past President of the Association for Consumer Research (ACR), as well as Division 23 (Consumer Psychology) of the American Psychological Association. He is also a Fellow of the American Psychological Association (APA). Professor Sheth is the coauthor of the Howard-Sheth Theory of Buyer Behavior, a classic in consumer behavior published in 1969. This set includes: Volume 1: Helping Define the Field and Expand Its Horizons Editor: Jerry C. Olson Volume 2: The Early Years: Attitudes, Brand Loyalty, and Perceived Risk Editor: Leon B. Kaplan Volume 3: The Early Years: Information Overload and Quality Perception Editor: George J. Szybillo Volume 4: The Fourth P: Advertising and Personal Selling Editor: Wayne D. Hoyer Volume 5: Pre-Decision Information Accessing and Behavioral Process Technology (BPT) Editor: James J. Jaccard Volume 6: Legal Considerations Applying toConsumer Decision Making and Purchase Behavior - Part 1 Editor: Maureen Morrin Volume 7: Legal Considerations Applying to Consumer Decision Making and Purchase Behavior - Part 2 Editor: Gita V. Johar Volume 8: Methods and Measures: Selected Papers Editor: Alfred Kuss