Overview

The Legends in Consumer Behavior series captures the essence of the most important contributions made in the field of consumer behavior over the past several decades. It reproduces the seminal works of the legends in the field, which are supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focusing on the multiple ways in which a legend has contributed to the field. This third set in the series, consisting of eight volumes, is a tribute to Jacob Jacoby, one of the most prolific contemporary consumer behavior and marketing scholars. Jacob (Jack) Jacoby has been the Merchants Council Professor of Consumer Behavior and Retail Management at the Stern School of Business, New York University, since 1981. Prior to that, he received his Ph.D. in Social Psychology from Michigan State University in 1966. After serving as a Lieutenant in the US Air Force (1965-1968), he directed the Consumer Psychology program within the Department of Psychological Sciences at Purdue University (1968-1981). He is Past President of the Association for Consumer Research (1975) and the Society of Consumer Psychology (1973-1974), and a Fellow of the American Psychological Association, the American Psychological Society, the Association for Consumer Research, the Society for Social Psychology, the Society for Consumer Psychology, and the Society for Psychology and Law. Jacoby's scholarly output includes more than 165 chapters and articles, 10 books and monographs, and hundreds of talks at professional conferences, universities, and before industry audiences. He served on a number of editorial boards, including the Journal of Marketing Research, the Journal of Consumer Research, Computers in Human Behavior, and the Trademark Reporter. The series is edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is Past President of the Association for Consumer Research (ACR), as well as Division 23 (Consumer Psychology) of the American Psychological Association. He is also a Fellow of the American Psychological Association (APA). Professor Sheth is the coauthor of the Howard-Sheth Theory of Buyer Behavior, a classic in consumer behavior published in 1969. This set includes: Volume 1: Helping Define the Field and Expand Its Horizons Editor: Jerry C. Olson Volume 2: The Early Years: Attitudes, Brand Loyalty, and Perceived Risk Editor: Leon B. Kaplan Volume 3: The Early Years: Information Overload and Quality Perception Editor: George J. Szybillo Volume 4: The Fourth P: Advertising and Personal Selling Editor: Wayne D. Hoyer Volume 5: Pre-Decision Information Accessing and Behavioral Process Technology (BPT) Editor: James J. Jaccard Volume 6: Legal Considerations Applying toConsumer Decision Making and Purchase Behavior - Part 1 Editor: Maureen Morrin Volume 7: Legal Considerations Applying to Consumer Decision Making and Purchase Behavior - Part 2 Editor: Gita V. Johar Volume 8: Methods and Measures: Selected Papers Editor: Alfred Kuss

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Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory's faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology. Throughout his career, Professor Sheth has offered more than a thousand presentations in at least 20 countries. He has also provided consultancy for numerous companies in the United States, Europe, and Asia. His client list includes AT&T, BellSouth, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool, and others. Currently, Professor Sheth sits on the Board of Directors of several public companies including Norstan, Cryo Cell International, and Wipro Limited. Professor Sheth's accolades include Outstanding Marketing Educator, an award presented by the Academy of Marketing Science, the Outstanding Educator award twice-presented by Sales and Marketing Executives International, and the P.D. Converse Award for his outstanding contributions to theory in marketing, presented by the American Marketing Association. Professor Sheth is the recipient of the two highest awards given by the American Marketing Association: the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award. In 1996, Professor Sheth was selected as the Distinguished Fellow of the Academy of Marketing Science. The following year, he was awarded the Distinguished Fellow award from the International Engineering Consortium. Professor Sheth is also a Fellow of the American Psychological Association (known as APA). In 2014, he was awarded the William Wilkie Award, Marketing for a Better World by the American Marketing Association. Professor Sheth has authored or coauthored hundreds of articles and books. In 2000, he and Andrew Sobel published the best seller, Clients for Life. In 2001, Value Space, which he coauthored with Banwari Mittal, was published. Professor Sheth's most popular book, The Rule of Three, was coauthored with Dr Rajendra Sisodia and published in 2002. He has since written notable publications: Tectonic Shift, Firms of Endearment, and The 4 A's of Marketing.

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