World's Best Scientists 2026 revealed!
Morris B. Holbrook

Morris B. Holbrook

Award Badge
Business and Management
USA
2026

D-Index & Metrics

Business and Management

D-Index
77
Citations
71722
World Ranking
179
National Ranking
89

Research.com Recognitions

  • 2026 - Research.com Business and Management in United States Leader Award

Overview

Morris B. Holbrook is affiliated with Columbia University in the United States and has contributed to research primarily within the field of Business, Management and Accounting. Their work encompasses several subfields including Marketing, Applied Psychology, Tourism, Leisure and Hospitality Management, Organizational Behavior and Human Resource Management, and Visual Arts and Performing Arts.

The main topics addressed in Holbrook's research include:

  • Consumer Behavior in Brand Consumption and Identification
  • Consumer Retail Behavior Studies
  • Behavioral Health and Interventions
  • Wine Industry and Tourism
  • Customer Service Quality and Loyalty
  • Art History and Market Analysis
  • Reformation and Early Modern Christianity

Holbrook has a record of publications in influential academic journals. Their frequent publication venues are:

  • Journal of Customer Behaviour (5 papers)
  • Marketing Letters (1 paper)
  • Journal of Global Scholars of Marketing Science (1 paper)

Recent papers authored or co-authored by Holbrook include:

  • "The past, present, and future of consumer research," 2020, Marketing Letters
  • "Commentary: Consumption experiences, customer value, subjective personal introspection, the photographic essay, and semiological/hermeneutic interpretation," 2021, Journal of Global Scholars of Marketing Science
  • "What For Art Thou, Marketing?", 2024, Journal of Customer Behaviour
  • "How to Win the Research Crap Shoot," 2024, Journal of Customer Behaviour
  • "Reflections on Collections and the Meanings of Music from Midcentury - Part 1: Listening," 2023, Journal of Customer Behaviour

The researcher has collaborated with several co-authors across their works, including:

  • Maayan Malter
  • Barbara E. Kahn
  • Jeffrey R. Parker
  • Donald R. Lehmann
  • Raquel Sánchez-Fernández

Best Publications

  • The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun

    Morris B. Holbrook;Elizabeth C. Hirschman

  • The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty:

    Arjun Chaudhuri;Morris B. Holbrook

  • Hedonic Consumption ; Emerging Concepts, Methods and Propositions

    Elizabeth C. Hirschman;Morris B. Holbrook

  • Hedonic Consumption: Emerging Concepts, Methods and Propositions

    Unknown

  • The Nature of Customer Value: An Axiology of Services in the Consumption Experience

    Morris B. Holbrook

  • Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising

    Morris B. Holbrook;Rajeev Batra

  • Consumer Value: A Framework for Analysis and Research

    Morris B. Holbrook

  • The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior

    William J. Havlena;Morris B. Holbrook

  • On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity

    Michela Addis;Morris B. Holbrook

  • Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay

    Morris B. Holbrook

  • Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes

    Morris B. Holbrook

  • Introduction to consumer value

    Morris B. Holbrook

  • Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time

    Thomas J. Olney;Morris B. Holbrook;Rajeev Batra

  • Play as a Consumption Experience: The Roles of Emotions, Performance, and Personality in the Enjoyment of Games

    Morris B. Holbrook;Robert W. Chestnut;Terence A. Oliva;Eric A. Greenleaf

  • Some Exploratory Findings on the Development of Musical Tastes

    Morris B. Holbrook;Robert M. Schindler

  • The Millennial Consumer in the Texts of Our Times: Experience and Entertainment:

    Morris B. Holbrook

  • Beyond Attitude Structure: Toward the Informational Determinants of Attitude:

    Morris B. Holbrook

  • Special Session Summary Customer Value C a Framework For Analysis and Research

    Morris B. Holbrook

  • Echoes of the Dear Departed Past: Some Work in Progress on Nostalgia

    Morris B. Holbrook;Robert M. Schindler

  • Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect

    Arjun Chaudhuri;Morris B. Holbrook

  • The value of value: Further excursions on the meaning and role of customer value

    Martina G. Gallarza;Irene Gil-Saura;Morris B. Holbrook

Frequent Co-Authors

Elizabeth C. Hirschman
Elizabeth C. Hirschman University of Virginia
Robert M. Schindler
Robert M. Schindler Rutgers, The State University of New Jersey
Joel Huber
Joel Huber Duke University
Donald R. Lehmann
Donald R. Lehmann Columbia University
Jagdish N. Sheth
Jagdish N. Sheth Emory University
Clifford J. Shultz
Clifford J. Shultz Loyola University Chicago
Pierre Berthon
Pierre Berthon Bentley University
Rajeev Batra
Rajeev Batra University of Michigan–Ann Arbor
Russell W. Belk
Russell W. Belk York University
Barbara B. Stern
Barbara B. Stern Rutgers, The State University of New Jersey

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