Traditional Decision-Oriented Approaches: Attitude, Information-Processing,and Features-Perceptions-Affect Models (Legend in Consumer Behavior)

Traditional Decision-Oriented Approaches: Attitude, Information-Processing, and Features-Perceptions-Affect Models by Morris B. Holbrook offers a deep exploration of foundational models that have shaped the understanding of consumer decision-making. This insightful book provides an in-depth look at the classical approaches that focus on consumer attitudes, cognitive processing, and the intricate relationships between product features, perceptions, and emotional responses. Holbrook integrates both quantitative and qualitative perspectives, presenting readers with the models that underpinned early consumer behavior theories.

As a crucial resource for scholars and professionals, this book bridges the gap between traditional theoretical frameworks and contemporary marketing strategies. Holbrook's work continues to be a benchmark in consumer behavior, making this volume an essential addition to any marketer's library. With extensive references, detailed analyses, and clear models, this book is an invaluable tool for understanding how decision-making processes have evolved and how they continue to influence consumer research today.

Morris B. Holbrook is the now-retired W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business, Columbia University, New York City. Holbrook received his Bachelor’s Degree from Harvard College (English Literature) in 1965, his MBA from Columbia University in 1967, and his Ph.D. in Marketing from Columbia University in 1975. From 1975 to 2009, he taught courses at the Columbia Business School in areas such as sales management, marketing strategy, research methods, consumer behavior, and commercial communication in the culture of consumption. His research has covered a wide variety of topics in marketing, consumer behavior, and related areas with a special focus on issues concerning communication in general and aesthetics, semiotics, hermeneutics, art, entertainment, music, jazz, motion pictures, nostalgia, animal companions, and stereography in particular. His recent books and monographs include Postmodern Consumer Research: The Study of Consumption as Text (with Elizabeth C. Hirschman, SAGE, 1992); Daytime Television Game Shows and the Celebration of Merchandise: The Price Is Right (1993); The Semiotics of Consumption: Interpreting Symbolic Consumer Behavior in Popular Culture and Works of Art (with Elizabeth C. Hirschman, 1993); Consumer Research: Introspective Essays on the Study of Consumption (SAGE, 1995); Consumer Value: A Framework for Analysis and Research (edited, 1999); Playing the Changes on the Jazz Metaphor: An Expanded Conceptualization of Music, Management, and Marketing-Related Themes (2007); Music, Movies, Meanings, and Markets: Cinemajazzamatazz (2011) and Consumer Behavior: New Essays on the Study of Consumption (2025). He lives with his wife Sally on the Upper West Side of Manhattan, where he pursues hobbies such as playing the piano and vibraphone, attending jazz and classical concerts, going to movies and the theater, collecting musical recordings, making stereographic photos, watching sunsets, taking long walks, window shopping, and being kind to cats.

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