Content:
Appendix of Sources
Legends in Consumer Behavior
Legends in Consumer Behavior: Jacob Jacoby Leon B. Kaplan
Volume Introduction: The Early Years— Attitudes, Brand Loyalty And Perceived Risk
Commentary on the Contents of this Volume
Training Consumer Researchers
Training consumer psychologists: The Purdue University program.
The Roles, Values and Training of a Consultant
a. Serving Two Masters: Perspectives on Consulting
b. The Vices and Virtues of Consulting: Responding to a Fairy Tale
Attitudes and Consumer Behavior
Exploring the Potential of Negative Sources: An Application of Heider’s Balance Model
Dissonance resolution by grade school consumers
David B. Kyner and Robert W. Chestnut
Linking brand and retailer images: Do the potential risk outweigh the potential benefits?
David Mazursky
Brand Loyalty
A model of multi-brand loyalty
A construct validation study of brand loyalty.
Jerry C. Olson
Brand loyalty: A conceptual definition.
Brand loyalty vs. Repeat Purchasing Behavior.
David B. Kyner
A brand loyalty concept: Comments on a comment.
Brand Loyalty: Measurement and Management
Robert W. Chestnut
I Trends in brand loyalty measurement: A historical perspective
Robert W. Chestnut
II A comprehensive review of operational definitions of brand loyalty
Robert W. Chestnut
III A manager’s guide to conceptual definitions, theory and construct validation
Robert W. Chestnut
Perceived Risk
The components of perceived risk
Leon B. Kaplan
Components of perceived risk in product purchase: A cross-validation
Leon B. Kaplan and George J. Szybillo
Risk enhancement and risk reduction strategies for handling perceived risk
Barbara J. Deering
Some perspectives on risk acceptance
Perspectives of Other Scholars
Our Debate on Consulting: A Retrospective
Morris Holbrook
Ode of Concession, Contrition, and Conciliation
Morris Holbrook
Jack Jacoby: Mentor
Meera Buck
A Doctoral Student’s Recollections
Steven Hollander
Leon B. Kaplan interviews Jacob Jacoby
Interview of Jacob Jacoby
Leon B. Kaplan