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Wrong Morris Holbrook?

Prof. Morris B. Holbrook

W. T. Dillard Professor

Graduate School of Business

HQ Phone: (773) 702-7369

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Graduate School of Business

5807 S. Woodlawn Avenue

Chicago, Illinois 60637

United States

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Background Information

Affiliations

Board Member
AMS Review

William T. Dillard Professor of Marketing
Columbia University

Web References (127 Total References)


Music, Movies, Meanings, and Markets

www.psychoanalysisarena.com [cached]

By Morris Holbrook.

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'At a time when so much marketing literature carries the weight of formulaic standardization, Morris Holbrook yet again reminds us of the creative possibilities within marketing theory.
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Morris B. Holbrook is the W. T. Dillard Professor Emeritus of Marketing in the Graduate School of Business at Columbia University. His research has covered a wide variety of topics in marketing, consumer behavior, and related fields - with a special focus on communication in general and on aesthetics, semiotics, hermeneutics, art, and entertainment in particular.


By Morris ...

www.psychoanalysisarena.com [cached]

By Morris Holbrook.

...
'At a time when so much marketing literature carries the weight of formulaic standardization, Morris Holbrook yet again reminds us of the creative possibilities within marketing theory.
...
Morris B. Holbrook is the W. T. Dillard Professor Emeritus of Marketing in the Graduate School of Business at Columbia University. His research has covered a wide variety of topics in marketing, consumer behavior, and related fields - with a special focus on communication in general and on aesthetics, semiotics, hermeneutics, art, and entertainment in particular.


The Data Alamanac | Phil Truscott

philtruscott.powerenglishclub.com [cached]

From Morris B. Holbrook W. T. Dillard Professor of Marketing Graduate School of Business


Society and Animals

www.psyeta.org [cached]

Morris B. Holbrook Columbia University

This paper applies an approach that the author calls Subjective Personal Introspection (SPI) to the self-reflective examination, inward-looking understanding, and impressionistic evocation of his own consumption experiences as the keeper of a kitten named Rocky Raccoon.
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This paper pursues an impressionistic, autobiographical, self-reflective focus that draws strongly on self- interpretation (Denzin, 1989b; Sudnow, 1978), that some social scientists call "Autoethnography" (Denzin, 1989a; Sanders, 1990b) but that I refer to as Subjective Personal Introspection (Holbrook, 1995a).
...
It goes beyond the so-called existential- phenomenological approach (Thompson, Locander, & Pollio, 1989) by adopting the form of the subjective personal introspective essay and by dwelling primarily on the self-reflections of the author (Holbrook, 1995a).
Helpful as I myself happen to find this approach, it has struck terror into the hearts of neopositivistically inclined consumer researchers (Calder & Tybout, 1987) and has even managed to evoke howls of protest from those wishing to construct rigidly codified methods in ethnography (Wallendorf & Brucks, 1993).Thus, when spooked by the specter of SPI, defenders of the tradition have responded with attacks on its purported devotion to "anarchy and paroxysms of self-expression" (Calder & Tybout, 1987, p. 139).
Those of us who value the potential contributions from SPI have, of course, defended it against such reactionary assaults (Gould, 1995; Holbrook, 1995a).This defense argues, for example, that - if participant observation serves well as one route to understanding the lives of others (Headland, Pike, & Harris, 1990; Jorgensen, 1989) - then why not construe SPI as the ultimate form of participant observation aimed at gaining insight into one's own status as a human consumer (Holbrook, 1995a)?In other words, why not regard SPI as a form of participant observation in one's own life?Why not use consumption-oriented SPI as one more window on the human condition?
Accordingly, my purpose here is to apply this approach to my own consumption experiences stemming from the role of cats as pets or, as some might prefer to say, as companions to people.Aspects of these issues have been studied formally by any number of researchers pursuing a variety of aims, concepts, and methods in the study of animal companions (Hearne, 1994; Hirschman, 1994; Holbrook, 1987; Masson & McCarthy, 1995; Moore & Holbrook, 1982; Sanders, 1990a; Serpell, 1986) and of cats in particular (Caras, 1986, 1989; Corey, 1977; George, 1985; Holbrook, in press; Holland, 1994; Milani, 1987; Morris, 1994; Moyes, 1978; Thomas, 1994).Aspects of these issues have been studied formally by any number of researchers pursuing a variety of aims, concepts, and methods in the study of animal companions (Hearne, 1994; Hirschman, 1994; Holbrook, 1987; Masson & McCarthy, 1995; Moore & Holbrook, 1982; Sanders, 1990a; Serpell, 1986) and of cats in particular (Caras, 1986, 1989; Corey, 1977; George, 1985; Holbrook, in press; Holland, 1994; Milani, 1987; Morris, 1994; Moyes, 1978; Thomas, 1994).
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By contrast, I wish to illustrate a more subjective, personal, and introspective approach (Holbrook, 1987, in press).This approach draws on SPI to raise questions and to seek insights into the consumption experiences provided generally by pets and specifically by cats.
When engaged in the sort of introspection attempted in the present essay, the author's exposition benefits from any supplementary evidence that he or she can provide.
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As argued elsewhere (Holbrook, 1995b), I believe that stereographic photos provide a 3-D experience that greatly increases the vividness, clarity, realism, and impact of the pictorial representations conventionally associated with ethnographic anthropology or visual sociology.
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During April of 1995, I found myself working on two papers that dealt with the consumption of cats - the first on consumer researchers as cats (Holbrook 1995b); the second on cats as consumers (Holbrook, in press).
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Indeed, Apollo might have served as an appropriately regal - indeed, Olympian - name for Morris and Sally's cat.
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Correspondence should be sent to Morris B. Holbrook, W. T. Dillard Professor of Marketing, Graduate School of Business, Columbia University, New York, NY 10027, (212-873-7324).
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Holbrook, M. B. (1987).O, Consumer, how you've changed: Some radical reflections on the roots of consumption.In F. Firat, N. Dholakia, & R. Bagozzi (Eds), Philosophical and Radical Thought in Marketing (pp. 156-177).Lexington, MA: D. C. Heath.
Holbrook, M. B. (1995a).Consumer research: Introspective essays on the study of consumption.Thousand Oaks, CA: Sage.
Holbrook, M. B. (in press).Feline consumption: Ethography, felologies, and unobtrusive participation in the life of a cat.European Journal of Marketing.
Holbrook, M. B. (1995b).On eschatology, onanist scatology, or honest catology?Cats swinging, scat singing, and cat slinging as riffs, rifts, and writs in a catalytic catechism for the cataclysm.In S. Brown, J. Bell, & D. Carson (Eds), Marketing Eschatology (pp. 28-47).Belfast: University of Ulster.
Holland, B. (1994).Secrets of the cat: Its lore, legend, and lives.New York: Ivy Books.
Hornidge, M. (1991).That Yankee cat: The Maine Coon, revised edition.Gardiner, ME: Tilbury House.
Johnstone, T. (1995).Magic 3D: Discover the revolutionary world of photographic free-viewing.
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Morris, D. (1994).Illustrated catwatching.Avenel, NJ: Crescent Books.
Moyes, P. (1978).


Editorial Board | Carmelle and Rémi Marcoux Chair in Arts Management

www.gestiondesarts.com [cached]

Morris B. Holbrook Professor Emeritus Columbia University

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