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  2. Faculty
  3. Morris Holbrook

Morris Holbrook

William T. Dillard Professor Emeritus of Business
Marketing Division
Morris B. Holbrook
Areas of Expertise
Consumer Behavior, Marketing
Contact
E-mail: [email protected]
Links
Curriculum Vitae

Professor Holbrook has taught marketing strategy, sales management, consumer behavior, and commercial communication in the culture of consumption. He has conducted research on the validity of perceptual and preference mapping and on consumer aesthetics applied to responses toward radio listening, jazz recordings, and classical music. His current research studies consumption experiences, nostalgia, communication effects, semiotics, and hermeneutics in marketing, as well as symbolic consumption in works of art, interpretive methods, techniques of visual representation, and aspects of consumer responses to pop culture and entertainment.

Education
BA, Harvard, 1965; MBA, Columbia, 1967; PhD, 1975.
Joined CBS
1975

All Activities

  • Research
  • Teaching
  • Awards and Honors
  • Press
  • CaseWorks
  • Journal articles
  • Working papers
  • Articles
  • Books
  • Chapters
Journal Article
Holbrook, Morris and Michela Addis
. “Taste versus the Market: An Extension of Research on the Consumption of Popular Culture.”
Journal of Consumer Research
vol.
34
, (October 01, 2007):
415
-
424
.
Explore Further about Taste versus the Market: An Extension of Research on the Consumption of Popular Culture
Download PDF on Taste versus the Market: An Extension of Research on the Consumption of Popular Culture
Journal Article
Holbrook, Morris, Michael Weiss, and John Habich
. “Disentangling Effacement, Omnivore, and Distinction Effects on the Consumption of Cultural Activities: An Illustration.”
Marketing Letters
vol.
13
, (January 01, 2002):
345
-
57
.
Explore Further about Disentangling Effacement, Omnivore, and Distinction Effects on the Consumption of Cultural Activities: An Illustration
Download PDF on Disentangling Effacement, Omnivore, and Distinction Effects on the Consumption of Cultural Activities: An Illustration
Journal Article
Chaudhuri, Arjun and Morris Holbrook
. “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.”
Journal of Marketing
vol.
65
, (April 01, 2001):
81
-
93
.
Explore Further about The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty
Download PDF on The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty
Journal Article
Johar, Gita, Morris Holbrook , and Barbara Stern
. “The Myth of Creative Advertising Design: Theory, Process, and Outcome.”
Journal of Advertising
vol.
30
, (January 01, 2001):
1
-
25
.
Explore Further about The Myth of Creative Advertising Design: Theory, Process, and Outcome
Journal Article
Holbrook, Morris
. “Popular Appeal Versus Expert Judgments of Motion Pictures.”
Journal of Consumer Research
vol.
26
, (September 01, 1999):
144
-
55
.
Explore Further about Popular Appeal Versus Expert Judgments of Motion Pictures
Download PDF on Popular Appeal Versus Expert Judgments of Motion Pictures
Journal Article
Holbrook, Morris and Takeo Kuwahara
. “Collective Stereographic Photo Essays: An Integrated Approach to Probing Consumption Experiences in Depth.”
International Journal of Research in Marketing
vol.
15
, (January 01, 1998):
201
-
21
.
Explore Further about Collective Stereographic Photo Essays: An Integrated Approach to Probing Consumption Experiences in Depth
Download PDF on Collective Stereographic Photo Essays: An Integrated Approach to Probing Consumption Experiences in Depth
Journal Article
Holbrook, Morris
. “Stereographic Visual Displays and the Three-Dimensional Communication of Findings in Marketing Research.”
Journal of Marketing Research
vol.
34
, (November 01, 1997):
526
-
36
.
Explore Further about Stereographic Visual Displays and the Three-Dimensional Communication of Findings in Marketing Research
Download PDF on Stereographic Visual Displays and the Three-Dimensional Communication of Findings in Marketing Research
Journal Article
Huber, Joel, John Lynch, Kim Corfman, Jack Feldman, Morris Holbrook , Bertrand Munier, David Schkade, and Itamar Simonson
. “Thinking About Values in Prospect and Retrospect: Maximizing Experienced Utility.”
Marketing Letters
vol.
8
, (January 01, 1997):
323
-
34
.
Explore Further about Thinking About Values in Prospect and Retrospect: Maximizing Experienced Utility
Download PDF on Thinking About Values in Prospect and Retrospect: Maximizing Experienced Utility
  • Courses
  • Case Studies
This faculty member has no associated courses currently. Please check back next semester.
Case Study
Holbrook, Morris
. The Vanguard Mini Case. 
Columbia Business School, Marketing Division
:
Columbia Business School
, 2004.
Explore Further about The Vanguard Mini Case
Case Study
Holbrook, Morris
. The Vibes Company, Inc., Part I. 
Columbia Business School, Marketing Division
:
Columbia Business School
, 2004.
Explore Further about The Vibes Company, Inc., Part I
Case Study
Holbrook, Morris
. The Vibes Company, Inc., Part II. 
Columbia Business School Marketing Division
:
Columbia Business School
, 2004.
Explore Further about The Vibes Company, Inc., Part II
  • Awards & Honors
  • In the Media
  • Articles
  • CaseWorks
This faculty member has no associated CaseWorks cases currently.

External CSS

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