Overview

The Early Years: Attitudes, Brand Loyalty, and Perceived Risk delves into the foundational research by Jacob Jacoby on the psychological factors influencing consumer behavior. This book highlights his early studies on how attitudes shape consumer decisions, how brand loyalty develops, and how perceived risk impacts purchasing choices. Jacoby's groundbreaking work in these areas provided the first in-depth exploration of the cognitive and emotional elements that drive consumer decisions. The book offers readers an essential understanding of the key psychological concepts that continue to inform modern marketing strategies. By examining these core topics, Jacoby sets the stage for future marketing and consumer behavior research. A must-read for marketing professionals, academics, and researchers, The Early Years is a critical resource for those seeking to understand the origins of many modern consumer behavior theories and how they are applied today in brand management, advertising, and consumer psychology.

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9781636515762

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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 First Lieutenant in the U.S. 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 (1973-74) 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, ten books and monographs, 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. Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.

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