The Legends in Consumer Behavior series captures the essence of the most important contributions made in the field of consumer behavior in 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 first set in the series, consisting of 10 volumes, is a tribute to Russell W. Belk. Belk is one of the most prolific contemporary consumer behavior and marketing scholars. He authored one of the seminal papers in marketing field, “Possessions and the Extended Self.”
Russell W. Belk is the Kraft Foods Canada Chair in Marketing at the Schulich School of Business at York University in Toronto. His research involves the meanings of possessions, collecting, gift-giving, sharing and materialism and his work is often cultural, visual, qualitative, and interpretive. He is the co-founder of the Association for Consumer Research Film Festival and has over 550 publications. He is currently on the editorial boards of 20 journals and is Associate Editor of the Journal of Consumer Research. He is past president of the Association for Consumer Research and the International Association of Marketing and Development, and is a fellow in the Association for Consumer Research and the American Psychological Association. He has received the Paul D. Converse Award, two Fulbright Fellowships, Society of Marketing Advances Distinguished Marketing Scholar Award, and honorary professorships on four continents. In 2005 he received the Sheth Foundation/Journal of Consumer Research Award for Long Term Contribution to Consumer Research. Besides York, he has also taught at the University of Utah, University of Illinois, Temple University, Claremont Graduate University, and universities in Eastern and Western Europe, Asia, Africa, New Zealand, and Australia.
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, U.S.A. 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 APA. Professor Sheth is the co-author of the Howard-Sheth Theory of Buyer Behavior, a classic in consumer behavior published in 1969.
This set includes:
Volume I: Early Work: Situations, Symbolism, and Critiquing the Dominant Paradigm
Editor: Hope Jensen Schau
Volume 2: An Alternative Approach: Re-enchanting Consumption
Editor: John F Sherry, Jr.
Volume 3: Materialism and Consumer Culture: Questioning What Matters in Life
Editor: Güliz Ger
Volume 4: Consumer Sense of Self and Identity
Editor: John W Schouten
Volume 5: Historical and Cultural Approaches to Consumption
Editor: Janeen Arnold Costa and Gary J Bamossy
Volume 6: Globalism and Consumption
Editor: Samuel K Bonsu
Volume 7: Gift-giving, Sharing, and Consumption Holidays
Editor: Cele Otnes
Volume 8: Collecting, Luxury, and the Production of Consumer Desire
Editor: Søren Askegaard
Volume 9: Discipline and Liberation in Consumption
Editor: Craig J Thompson
Volume 10: Magic and Religion in Consumption Practices
Editor: Robert V Kozinets
About the Author
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, Bell South, 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.
Table of Contents
Volume I: Early Work: Situations, Symbolism, and Critiquing the Dominant ParadigmVolume Introduction: Once Upon A Time: Preamble to Russell W. BelkLegends Volume One by Hope Jensen SchauOccurrence of Word-of-Mouth Buyer Behavior as a Function of Situation and Advertising StimuliApplication and Analysis of the Behavioral Differential Inventory for Assessing Situational Effects in Buyer BehaviorSituational Variables and Consumer BehaviorThe Objective Situation as a Determinant of Consumer BehaviorAssessing the Effects of Visible Consumption on Impression FormationA Free Response Approach to Developing Product-Specific Consumption Situation TaxonomiesEffects of Consistency of Visible Consumption Patterns on Impression FormationDeterminants of Consumption Cue Utilization in Impression Formation: An Association Derivation and Experimental VerificationThe Eye of the Beholder: Individual Differences in Perceptions of Consumption Symbolism (with Robert N. Mayer and Kenneth Bahn)Acquisition of Consumption Stereotypes by Children (with Robert N. Mayer)Developmental Recognition of Consumption Symbolism (with Kenneth D. Bahn and Robert N. Mayer)Children's Recognition of Consumption Symbolism in Children's Products (with Robert Mayer and Amy Driscoll)The Young Child’s Recognition of Consumption Symbols and Their Social Implications (with Amy M. Driscoll and Robert N. Mayer)Fashion and Impression Formation among Children (with Robert N. Mayer)Issues in the Intention–Behavior DiscrepancyA Modest Proposal for Creating Verisimilitude in Consumer-InformationProcessing Models and Some Suggestions for Establishing a Discipline to Study Consumer BehaviorPerspectives of Other ScholarsA Commentary on Belk’s Early Work - Alladi Venkatesh“In the Beginning…” - Elizabeth C. HirschmanRuss Belk: The Early Years - Dennis RookHope Schau Interviews Russell BelkResearch Methods, Media, and Objects Have Become Much RicherVolume 2. An Alternative Approach: Re-enchanting ConsumptionVolume Introduction: Better the Devil You Know: A Thumbnail Hagiography - John F. Sherry, Jr.Manifesto for a Consumer Behavior of Consumer BehaviorAgainst ThinkingArt versus Science as Ways of Generating Knowledge about MaterialismWhat Should ACR Want to Be When It Grows Up?The Role of the Odyssey in Consumer Behavior and in Consumer ResearchA Naturalistic Inquiry into Buyer and Seller Behavior at a Swap Meet (with John F. Sherry, Jr. and Melanie Wallendorf)Deep Meaning in Possessions: The Paper (with Melanie Wallendorf and Deborah Heisley)Lessons LearnedThe History and Development of the Consumer Behavior OdysseyElla’s Elephants and the Three Blind White GuysUnpacking My Library: The Marketing Professor in the Age of Electronic ReproductionVideography in Marketing and Consumer Research (with Robert V. Kozinets)You Ought to be in Pictures: Envisioning Marketing ResearchCamcorder Society: Quality Videography in Consumer and Marketing Research (with Robert V. Kozinets)The Modeling–Empiricism Gap: Lessons From The Qualitative–Quantitative Gap in Consumer ResearchMultimedia Approaches to Qualitative Data and RepresentationsExamining Markets, Marketing, Consumers, and Society through Documentary FilmsVisual and Projective Methods in Asian ResearchPerspectives of Other ScholarsThe Man Who Moved Mountains... - Marylouise CaldwellRussell Belk: The Odyssian Wanderer - Pauline MaclaranThe Passions and Publications of Russell Belk - Jonathan E. SchroederJohn F. Sherry, Jr., Interviews Russell BelkTen Questions for Russell BelkVolume 3. Materialism and Consumer Culture: Questioning What Matters in LifeVolume Introduction: The Journey from Materialism to Legitimations of Materialism, Consumer Desires, and Consumer Cultures - Güliz GerWorldly Possessions: Issues and CriticismsMaterialism: Trait Aspects of Living in the Material WorldMaterialism and Magazine Advertising During the Twentieth Century (with Richard W. Pollay)Happy Thought (ACR Presidential Address)Material Values in the Comics: A Content Analysis of Comic Books Featuring Themes of WealthThird World Consumer CultureEffects of Identification with Comic Book Heroes and Villains of Consumption on Materialism among Former Comic Book ReadersAttachment to PossessionsCross-Cultural Differences in Materialism (with Güliz Ger)Accounting for Materialism in Four Cultures (with Güliz Ger)Aboriginal Consumer Culture (with Ronald Groves and Per Ostergaard)The Human Consequences of Consumer CultureConsumption, Mass Consumption, and Consumer CultureNationalism and Ideology in an Anticonsumption Movement (with Rohit Varman)Philosophies for Less Consuming SocietiesPerspectives of Other ScholarsRussell W. Belk on Materialism and Consumer Culture - A. Fuat FiratThe Materialisation of Russell Belk - Per OstergaardMaterialism and Consumer Culture: Questioning What Matters in Life - Karin M. EkströmGüliz Ger Interviews Russell Belk“My Perspective Shifted From More Psychological To More Sociological”Volume 4. Consumer Sense of Self and IdentityVolume Introduction - John W. SchoutenExplanations for Congruence between Patron Stereotypes and Patron Self ConceptsGenerational Differences in the Meanings of Things, Products, and ActivitiesIdentity and the Relevance of Market, Personal, and Community ObjectsPossessions and the Extended SelfPossessions and the Sense of PastArtifacts, Identity, and Transition: Favorite Possessions of Indians and Indian Immigrants to the United States (with Raj Mehta)Metaphoric Relationships with PetsMaterial Culture and the Extended or Unextended Self in Our University Offices (with Joel C. Watson)Extended Self and Possessions in the Workplace (with Kelly Tian)Consumption and IdentityRepresenting Global Consumers: Desire, Possession, and IdentityPeople and ThingsPossessions and SelfDisney Discourses of Self and Other: Animality, Primitivity, Modernity, and Postmodernity (with Shona Bettany)Extended Self in a Digital AgeShared Possessions/Shared Self (with Rosa Llamas)Tourist Photographs: Signs of Self (with Joyce Hsiu-yen Yeh)Perspectives of Other ScholarsBeyond ‘Beyond the Extended Self’: Russ Belk on Identity - Aaron AhuviaRussell Belk: Exploring New Academic Frontiers of Consumption and Self-Identity - Ayalla RuvioEpic Consumer Research - Kelly TianJohn Schouten Interviews Russell Belk“Everything I Research Teaches Me Something about Myself”Volume 5. Historical and Cultural Approaches to ConsumptionVolume Introduction - Janeen Arnold Costa and Gary J. BamossyCultural and Historical Differences in Concepts of Self and Their Effects on Attitudes toward Having and GivingImages of Ourselves: The Good Life in Twentieth Century Advertising (with Richard W. Pollay)Materialism and Status Appeals in Japanese and US Print Advertising (with Richard W. Pollay)Variations in Consumer Wants across Times and CulturesThe Benefits and Problems of Market Socialism for Chinese ConsumersMoving Possessions: An Analysis Based on Personal Documents from the 1847–1869 Mormon MigrationBattling Worldliness in the New Zion: Mercantilism versus Homespun in Nineteenth-Century UtahThe Mountain Man Myth: A Contemporary Consuming Fantasy (with Janeen Arnold Costa)Pimps for Paradise: Missionaries, Monetary Funds, and MarketersChinese Consumer Readings Of Global And Local Advertising Appeals (with Nan Zhou)This We Remember: Consuming Representation via the Web Posting of War Photographs (with Thuc-Doan T. Nguyen)Advertising Consumer Culture in 1930s Shanghai: Globalization and Localization in Yuefenpai (with Xin Zhao)Politicizing Consumer Culture: Advertising's Appropriation of Political Ideology in China's Social Transition (with Xin Zhao)Marketing and the Multiple Meanings of Australian Aboriginal Art (with Ronald Groves)Social Change and Gendered Gift-Giving Rituals: A Historical Analysis of Valentine’s Day in Japan (with Yuko Minowa and Olga Khomenko)Perspectives of Other ScholarsRussell Belk: Consumer Historian - Terrence H. WitkowskiBelk’s Adventure in Cross-Cultural and Historical Consumer Research - Xin ZhaoRussell BelkVicarious Role Model - Jan Brace-GovanJaneen Costa and Gary Bamossy Interviews Russell Belk“There is Much to Be Learned from Earlier Technological Revolutions”Volume 6. Globalism and ConsumptionVolume Introduction:Knowing Wisdom, Madness And Folly: Russell W. Belk’s Contribution to Globalism and Consumption - Samuel K. BonsuA Critical Assessment of International Tourism (with Janeen Arnold Costa)Third World Tourism: Panacea or Poison? The Case of NepalInternational Tourism: An Assessment and Overview (with Janeen Arnold Costa)Hyperreality and Globalization: Culture in the Age of Ronald Mc DonaldConsumption Patterns of the New Elite in Zimbabwe‘Look at Them Blokes! Got No Bloody Control See’: Alcohol Consumption and the Australian Aborigine (with Ronald Groves)Sinolization: An International Advertising Strategy for China (with Xin Zhao)What’s Wrong with Globalism and What’s to Be Done about It?Consumer Ethics across Cultures (with Timothy Devinney and Giana Eckhardt)Out of Sight and Out of Our Minds: What of Those Left behind by Globalism?Glocal Understandings: Female Readers’ Perceptions of the New Woman in Chinese Advertising (with Kineta H. Hung and Stella Yiyang Li)Skin Lightening and Beauty in Four Asian Cultures (with Eric P. H. Li, Hyun Min, Junko Kimura, and Shalini Bahl)Shangri-La: Messing with a Myth (with Rosa Llamas)Advertising and Consumer Culture in Old Shanghai (with Xin Zhao)The Naomi Klein BrandCultures, Consumers, and CorporationsPerspectives of Other ScholarsRussell BelkA Model Glocal Brand - Dannie KjeldgaardAn Insider’s Perspective: Russell Belk’s Contribution to the Field of Globalism and Consumption - Ekant VeerIs This Guy Human?! Appreciation for Russell Belk: A True Legend in the Field of Consumer Behavior - Lisa PeñalozaSamuel Bonsu Interviews Russell BelkKnowing the Man: Interview with Russ BelkVolume 7. Gift-Giving, Sharing, and Consumption HolidaysVolume Introduction: Santa Claus as Scholar, Consumption Research as Passion: The Impact of Russell W. Belk’s Research on Gift-Giving, Sharing and Consumption Holidays - Cele OtnesGift-Giving BehaviorIt's the Thought that Counts: A Signed Digraph Analysis of Gift-GivingEffects of Gift-Giving Involvement on Gift Selection StrategiesA Child's Christmas in America: Santa Claus as Deity, Consumption as ReligionMe and Thee Versus Mine and Thine: How Perceptions of the Body Influence Organ Donation and TransplantationHalloween: An Evolving American Consumption RitualGift Giving as Agapic Love: An Alternative to the Exchange Paradigm Based on Dating Experiences (with Gregory S. Coon)Materialism and the Modern U.S. ChristmasMaterialism and the Making of the Modern American ChristmasChristmas Shopping Scenes: From Modern Miracle to Postmodern Mall (with Wendy Bryce)Studies in the New Consumer BehaviorThe Perfect GiftThe Meanings of Lesbian and Gay Pride Day: Resistance through Consumption and Resistance to Consumption (with Steven M. Kates)Christmas in Japan: Globalization versus Localization (with Junko Kimura)Why Not Share Rather Than Own?SharingThe Nature and Effects of Sharing in Consumer Behavior (with Rosa Llamas)Perspectives of Other ScholarsImpure and Multiple! Taking Full Advantage of Belk’s Extensions of Giving - Domen BajdeIs There a Santa Claus? Authentic Christmas and Social Constructionism - Junko KimuraLessons I’ve Learned from Reading Russ - Eileen FischerCele Otnes Interviews Russell BelkGifts, Sharing, and Rituals: Interview with Russell BelkVolume 8. Collecting, Luxury, and the Production of Consumer DesireVolume Introduction: Desire for JourneysJourneys of Desire - Søren AskegaardAcquiring, Possessing, and Collecting: Fundamental Processes in Consumer BehaviorCollectors and CollectingNouveaux Riches as Quintessential Americans: Case Studies of Consumption in an Extended Family (with Janeen Arnold Costa)Collecting in a Consumer Culture (with Melanie Wallendorf, John F. Sherry Jr., and Morris B. Holbrook)Collecting as Luxury Consumption: Effects on Individuals and HouseholdsOf Mice and Men: Gender Identity in Collecting (with Melanie Wallendorf)Chocolate Delights: Gender and Consumer Indulgence (with Janeen Arnold Costa)The Double Nature of Collecting: Materialism and Anti-MaterialismLeaping Luxuries and Transitional ConsumersThe Missing Streetcar Named Desire (with Güliz Ger and Søren Askegaard)Consumption in Affluent Societies (with Güliz Ger)The Fire of Desire: A Multisited Inquiry into Consumer Passion (with Güliz Ger and Søren Askegaard)Remembrances of Things Past: Silent Voices in CollectionsBeen There, Done That, Bought the Souvenirs: Of Journeys and Boundary CrossingMarketing and EnvyBenign EnvyPerspectives of Other ScholarsThe Road Not Taken - Margaret K. HoggThe Empire of Desire: A Commentary about Researcher Passion - Rosa LlamasRuss Belk: Into the Epicenter of Consumer Motivations and Meanings - David Glen MickS øren Askegaard Interviews Russell Belk“Views on CCT versus BDT/CIP are Really Incommensurate”Volume 9. Discipline and Liberation in ConsumptionVolume Introduction: Russ Belk’s (elkian) Perspective on Discipline and Liberation in Consumption: A Convergence of the Cosmopolitan and the Carnivalesque - Craig J. ThompsonLearning to Want Things (with Nan Zhou)Becoming A Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print Advertisements from Hong Kong, the People's Republic of China, and Taiwan (with David K. Tse and Nan Zhou)Carnival, Control, and Corporate Culture in Contemporary Halloween CelebrationsACR Fellow’s Address: Awards, Rewards, Prizes, and PunishmentsI'd Like to Buy the World a Coke: Consumptionscapes of the “Less Affluent World (with Güliz Ger)Romanian Consumer Desires and Feelings of DeservingnessSexual Consumption in the Time of AIDS: A Study of Prostitute Patronage in Thailand (with Per Østergaard and Ronald Groves)May the Farce Be with You: On Las Vegas and Consumer InfantalizationMen and Their MachinesThe Cult of Macintosh (with Gülnur Tumbat)Exchange Taboos From an Interpretive PerspectiveSelling God’s BookDirty Little Secret: Home Chaos and Professional Organizers (with Joon Yong Seo and Eric Li)Weaving a Web: Subaltern Consumers, Rising Consumer Culture, and Television (with Rohit Varman)Consuming Postcolonial Shopping Malls (with Rohit Varman)Perspectives of Other ScholarsRamblin’ Man - Stephen BrownDiscipline and Liberation in Consumption - Morris B. HolbrookCarnival and Ideology in Consumer Culture - Rohit VarmanCraig Thompson Interviews Russell Belk“I Like to Think that I am a Promiscuous Reader "Volume 10. Magic and Religion in Consumption PracticesVolume Introduction: The Scent of the SpiritBelk’s Take on Religion, Myth and Consumer Culture - Robert V. KozinetsHeaven on Earth: Consumption at Heritage Village, USA (with Thomas C. O’Guinn)The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey (with Melanie Wallendorf and John F. Sherry, Jr.)The Sacred Meanings of Money (with Melanie Wallendorf)The Ineluctable Mysteries of PossessionsOnce in a Lifetime: Travel as Sacred Experience (with Ronald Groves)Do Not Go Cheaply Into That Good Night: Death-Ritual Consumption in Asante, Ghana (with Samuel K. Bonsu)Shoes and SelfPossessions, Self, and the SacredConsuming Cool: Behind the Unemotional Mask (with Kelly Tian and Heli Paavola)Privacy and Gendered Spaces in Arab Gulf Homes (with Rana Sobh)The Sacred in Consumer CultureMarketing a new African God: Pentecostalism and Material Salvation in Ghana (with Samuel K. Bonsu)Gender and Privacy in Arab Gulf States: Implications for Consumption and Marketing (with Rana Sobh)Marketplace Tensions in Extraordinary Experiences (with Gülnur Tumbat)Specialty Magazines and Flights of Fancy: Feeding the Desire to DesirePerspectives of Other ScholarsProfessor Finds God At Wal-Mart: Russ Belk on Religion - Thomas C. O’GuinnThe Sacred and Beyond: A Commentary on the Work of Russ Belk - Diego RinalloConsumer Behavior and the Sacred - Darach TurleyRobert Kozinets Interviews Russell BelkMagic and Religion Questions and Answers