Morris B. Holbrook

Integrating Compositional and Decompositional Analyses to Represent the Intervening Role of Perceptions in Evaluative Judgments

In the study of preference formation, compositional methods (e.g., linear compensatory attitude models) and decompositional techniques (e.g., conjoint analysis) have developed a...

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

Journal Article The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun Get access Morris B. Holbrook, Morris B. Holbrook Search for other works by this a...

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

The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to bra...

Hedonic Consumption: Emerging Concepts, Methods and Propositions

This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delin...

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

Journal Article Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising Get access Morris B. Holbrook, Morris B. Holbrook Search for other works by this...

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

This study develops and tests a hierarchical model of advertising effects on viewing time. The ads studied represent a sample of commercials aired during prime-time broadcasts, ...

Does an absence of brand equity generalize across product classes?

A previous study viewed brand equity as a price premium measured by the increment that a brandname contributes to the price of a product when controlling for its quality (as det...

Product quality, attributes, and brand name as determinants of price: The case of consumer electronics