Helping Define the Field and Expand Its Horizons offers an insightful and comprehensive look at the early contributions of Jacob Jacoby in the realm of consumer behavior. This book explores Jacoby’s pioneering work that laid the foundation for many core concepts in marketing and consumer research. From shaping our understanding of brand loyalty and decision-making to addressing the psychological mechanisms behind consumer behavior, this book presents groundbreaking research that continues to influence modern marketing strategies. With a focus on the intersection of psychology, marketing, and consumer behavior, Jacoby’s work provides a historical context while expanding the boundaries of the field. Perfect for scholars, researchers, and marketing professionals, this book offers deep insights into the complexities of consumer behavior and its application to contemporary marketing practices. Whether you're looking to understand the foundational theories or dive deeper into behavioral science, Helping Define the Field and Expand Its Horizons serves as an essential resource for anyone serious about marketing research.

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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 First Lieutenant in the U.S. 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 (1973-74) 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, ten books and monographs, 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.

Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.

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