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The Legends in Consumer Behavior series captures the essence of the most important contributions made in the field of consumer behavior in 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 second set in the series, consisting of 15 volumes, is a tribute to Morris B. Holbrook. Morris B. Holbrook, one of the most prolific contemporary consumer behavior and marketing scholars, is the recently retired W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business, Columbia University, New York City. Holbrook received his Bachelor's Degree from Harvard College (English Literature) in 1965, his MBA from Columbia University in 1967, and his Ph.D. in Marketing from Columbia University in 1975. From 1975 to 2009, he taught courses at the Columbia Business School in areas such as sales management, marketing strategy, research methods, consumer behavior, and commercial communication in the culture of consumption. His research has covered a wide variety of topics in marketing, consumer behavior, and related areas with a special focus on issues concerning communication in general and aesthetics, semiotics, hermeneutics, art, entertainment, music, jazz, motion pictures, nostalgia, animal companions, and stereography in particular. 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, U.S.A. He is Past President of the Association for Consumer Research (ACR), as well as of Division 23 (Consumer Psychology) of the American Psychological Association (APA). He is also a Fellow of APA. Professor Sheth is the co-author (with John A. Howard) of The Theory of Buyer Behavior, a classic in consumer behavior published in 1969. This set includes: Volume 1: Traditional Decision-Oriented Approaches: Attitude, Information-Processing, and Features-Perceptions-Affect Models Editor: Joel Huber Volume 2: "Radical" Experiential Views: The Consumption Experience and Customer Value Editor: Elizabeth C. Hirschman Volume 3: Emotions Editor: Meryl P. Gardner Volume 4: Esthetics and Tastes, Part I: Art and Entertainment Editor: Finola Kerrigan Volume 5: Esthetics and Tastes, Part II: Effects of Personality, Class, and Expertise Editor: Michela Addis Volume 6: Nostalgia and Age-Related Preferences Editor: Robert M. Schindler Volume 7: Quantitative Methods: MDS, MDA, CCA, and Beyond Editor: William L. Moore Volume 8: Qualitative Methods, Part I: Interpretive Approaches Editor: John O'Shaughnessy Volume 9: Qualitative Methods, Part II: Symbolic Consumer Behavior or Consumption Symbolism Editor: Alan Bradshaw Volume 10: Qualitative Methods, Part III: Subjective Personal Introspection Editor: Stephen J. Gould Volume 11: Marketing Applications: Branding, Communications, and Strategy Editor: Pierre Berthon Volume 12: Macromarketing Applications, Part I: Ethical Concerns, Social Issues, and Animal Companions Editor: Clifford J. Shultz, II Volume 13: Macromarketing Applications, Part II: Marketing versus Consumer Research Editor: Ronald Paul Hill Volume 14: Inspirational Applications, Part I: Marketing Education Editor: Herbert Jack Rotfeld Volume 15: Inspirational Applications, Part II: Scholarship and Creativity Editor: William L. Wilkie