Morris B. Holbrook
Executive Summary
The author's major disagreement with Gaski's commentary hinges on its tendency to ignore the broader context of the debate about managerial relevance. The author reviews this larger set of issues, with admittedly self-reflective attention to his own participation in this debate over the past quarter century.
Biography
Morris B. Holbrook is W.T. Dillard Professor of Marketing in the Graduate School of Business at Columbia University, where he has served on the faculty since 1975. He received his BA in English from Harvard University (1965), his MBA from Columbia University (1967), and his PhD in Marketing from Columbia University (1975). His work focuses primarily on consumer behavior, with special attention to audiences for commercial communication (the arts, entertainment, media, and advertising). In this area, he has published articles in various journals from a number of disciplinary perspectives (e.g., subjective personal introspection, semiotics, hermeneutics, literary criticism, cultural studies, collective photographic essays, experimental studies, psychometric analyses, multivariate statistics, path models). An overview appears in Consumer Research: Introspective Essays on the Study of Consumption (Sage Publications, 1995).
Journal of Public Policy & Marketing, Vol. 26, No. 2, Fall 2007
View Table of Contents