Morris B. Holbrook

Morris B. Holbrook , professor of Marketing in Columbia School Business of New York, is one of the leaders of marketing as a university discipline. The main part of its work is centered on the importance of the emotions in consumption, as well as the promotion of the postmodern, interpretives, and eclectic approaches in consuming it research.

Contributions of Morris Holbrook

Holbrook, and its Co-auteure Elizabeth C. Hirschman, revolutionized the field of the behavior of the consumer with two articles published in 1981 in the Journal off To consume Research and in the Journal off Marketing .

In Experiential Marketing , they contrast their model of behavior of the consumer to the model dominating of the years 1950-1980 bases on the rationality of the consumer (and in particular represented by the book of Howard and Sheth, published in 1969) by adding an emotional dimension to it. Indeed, the affect, until the publication of these two seminal articles, was only considered in marketing as a balanced calculation of various beliefs of the consumer (whom one called " Attitude"). Holbrook and Hirshman, in " Hedonic Consumption" , redefine a category of consumption (for example films, or amusement parks) as rising primarily from the emotions which the consumers seek has to get.

After these two articles, Holbrook concentrates on the definition of a new model of behavior of the consumer, for keystone having lived (in English, the experiment) and for result the taking into consuming account of the value in a specific typology.

Controversies

Morris Holbrook remains attached has a certain number of controversies on the role and the methods of marketing:

In particular, Holbrook was constant in its critic of the role of the companies in teaching and the university research in marketing. He thus lengthily criticized the academics practitioner of the activities of council, primarily for ethical reasons (in particular, because the time of consulting is necessarily taken over time due to the university), but also for reasons of independence (companies, according to him, not being interested by another thing that research having an immediate profitability, it is impossible to work for a company with interesting objectives of university research)

Other share, Holbrook was implied like one of the leaders of the interpretivism against the school neopositivist (Shelby Hunt) in the Eighties, even if Holbrook continued to make research in the two traditions until recently

The influence of the hobbys of Morris Holbrook

The hobbys and the tastes of Morris Holbrook sometimes influenced his many publications. In particular, Morris " The chat" showed its unconditional appreciation for the cats with a parodic postmodern article entitled Feline Consumption and published in the European Journal off Marketing , or it describes with humor the behavior of consumption of its cat.

The tastes of Holbrook for the music (and the jazz) pushed it to write a comparison between its Master (John Howard) and the type-setter of Jazz Duke Ellington. In the same way, one of these presentations to Annuelle convention of Association for Consumer Research was a simple recital with the piano (which it practices as a virtuoso), in order to make feel with the audience the emotion that the music gets.

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