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Legends in Consumer Behavior: C Whan Park
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Legends in Consumer Behavior: C Whan Park

Five Volume Set
Edited by:
  • Jagdish N. Sheth - Ph.D., Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, USA


January 2019 | 1 664 pages | SAGE India

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 set, consisting of five volumes, is a tribute to C. Whan Park.

Professor Park is a Robert E. Brooker Professor of Marketing at the University of Southern California. Prior to joining the USC Marshall School of Business, Los Angeles, California, Professor Park was the Albert Wesley Frey Distinguished Professor of Marketing at the Joseph M. Katz Graduate School of Business at the University of Pittsburgh (1979–1997).

He is one of the most innovative thought leaders who has pioneered many important areas in consumer behavior. His innovative publications include seminal papers in dyadic decision-making, “Joint Decisions in Home Purchasing: A Muddling-Through Process;” brand management, “Strategic Brand Concept-Image Management,” and brand attachment, “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers.” He has also published highly influential articles in the areas of brand familiarity, subjective and objective knowledge, cognitive and affective involvement, constructive decision-making, cost-efficient brand growth strategies, and brand naming strategies. Apart from this, Professor Park has coauthored Marketing Management (1987) with Dr Gerald Zaltman, and Handbook of Brand Relationships (2009) with Deborah J. MacInnis and Joseph Priester. His most recent book, Brand Admiration: Building a Business People Love, coauthored with Dr Deborah J. MacInnis and Dr Andreas Eisingerich, was published in October 2016.

Professor Park was the recipient of the 1987 Alpha Kappa Psi Award and has been a Fellow of Society of Consumer Psychology (2012) and a Fellow of Association for Consumer Research (ACR, 2015). He was the Editor of the Journal of Consumer Psychology (2008–2012) and is currently the Director of the Global Branding Center at the Marshall School of Business (2008–present).

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, Atlanta, Georgia. He is a past president of the ACR, as well as Division 23 (Consumer Psychology) of the American Psychological Association (APA). He is also a Fellow of the APA and the ACR. Professor Sheth co-authored Theory of Buyer Behavior (with J.A. Howard), a classic in consumer behavior published in 1969.

Volumes in this set:

Volume 1: The Role of Familiarity and Knowledge in Consumer Behavior
Editor: Mita Sujan

Volume 2: Involvement and Reference Group Influence
Editor: Joseph R Priester 

Volume 3:Decision-making and Choice Decisions
Editor: Richard J Lutz

Volume 4:Brand Strategy
Editor: Vanessa Patrick

Volume 5:Causes of Brand Attachment and Its Effect on Consumers’ Information Processing Evaluations and Behaviors
Editor: Debbie MacInnis

 
Volume 1: The Role of Familiarity and Knowledge in Consumer Behavior
 
Appendix of Sources
Jagdish N. Sheth
Series Introduction
Jagdish N. Sheth
Set Introduction
Mita Sujan
Volume Introduction: The Role of Familiarity and Knowledge in Consumer Behavior—The Contribution of C. Whan Park
Jagdish N. Sheth
Impact of Prior Familiarity and Cognitive Complexity on Information Processing Rules
 
A Test of the Relevance of Judgmental Models to Consumer's Evaluative Judgement
Charles M Schaninger
The Identification of Consumer Judgmental Combination Rules: Statistical Prediction vs. Structured Protocol
 
The Effect of Individual and Situation-related Factors on Consumer Selection of Judgmental Models
V Parker Lessig
Judgmental Rules and Stages of the Familiarity Curve: Promotional Implications
 
A Few Questions on Consumer Information Processing: Two Product Cases, Coffee and Toothpaste
James R Bettman
Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis
Meryl P Gardner and Vinod K Thukral
Self-perceived Knowledge: Some Effects on Information Processing for a Choice Task
Minhi Hahn and Deborah J MacInnis
The Adaptive Information Processing Hypothesis: Accounting for the V-Shaped Advertising Response Function
David L Mothersbaugh and Lawrence Feick
Consumer Knowledge Assessment
V Parker Lessig
Familiarity and Its Impact on Consumer Decision Biases and Heuristics
Daniel C Smith
Product Class Competitors as Sources of Innovative Marketing Strategies
Vanessa M Patrick and Deborah J MacInnis
Not as Happy as I Thought I'd Be? Affective Misforecasting and Product Evaluations
Deborah J MacInnis and Vanessa M Patrick
Looking through the Crystal Ball: Affective Forecasting and Misforecasting in Consumer Behavior
Easwar S Iyer and Daniel C Smith
The Effects of Situational Factors on In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for Shopping
V Parker Lessig and D H Lee
The Level and Nature of Product Knowledge and Ad Format Strategies
 
Perspectives of Other Scholars
Merrie Brucks
Objective and Subjective Knowledge as Constructs
Akshay Rao
Park’s Familiarity and Its Impact
C. Whan Park
A Conversation
Mita Sujan
A Conversation with C. Whan Park
 
Volume 2: Involvement and Reference Group Influence
 
Appendix of Sources
Jagdish N. Sheth
Series Introduction
Jagdish N. Sheth
Set Introduction
Joseph R Priester
Volume Introduction: The Antecedents and Consequences of Consumer Involvement: Theory, Information Processing, Persuasion, and Behavior—The Contribution of C. Whan Park
Banwari Mittal
A Theory of Involvement in Consumer Behavior: Problems and Issues
Henry Assael and Seoil Chaiy
Mediating Effects of Trial and Learning on Involvement-associated Characteristics
Gordon W McClung
The Effect of TV Program Involvement on Involvement with Commercials
Deborah J MacInnis
The Differential Role of Characteristics of Music on High- and Low-involvement Consumers' Processing of Ads
Karen Russo France and Reshma H Shah
The Impact of Emotional Valence and Intensity on Ad Evaluation and Memory
Karen Russo France
The Impact of Program Affective Valence and Level of Cognitive Appraisal on Advertisement Processing and Effectiveness
Stewart Shapiro and Deborah J MacInnis
Understanding Program-induced Mood Effects: Decoupling Arousal from Valence
V Parker Lessig
Students and Housewives: Differences in Susceptibility to Reference Group Influence
V Parker Lessig
Promotional Perspectives of Reference Group Influence: Advertising Implications
S Mark Young
Types and Levels of Involvement and Brand Attitude Formation
Gordon W McClung and William J Sauer
Viewer Processing of Commercial Messages: Context and Involvement
S Mark Young
Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation
Martin S Roth and Philip F Jacques
Evaluating the Effects of Advertising and Sales Promotion Campaigns
Rajesh Sethi and Daniel C Smith
Cross-functional Product Development Teams, Creativity, and Innovativeness of New Consumer Products
Rajesh Sethi and Daniel C Smith
How to Kill a Team’s Creativity: Density, Cohesiveness, and Autonomy Might Seem Critical to Group Innovation. But Don’t Take Them Too Fa
 
Perspectives of Other Scholars
Frank Kardes
C. Whan Park’s Influence on Influence
Judy Zaichkowsky
Ode to CW, a Lifelong Intellectual Contributory
C. Whan Park
A Conversation
Joseph R Priester
A Conversation with C. Whan Park
 
Volume 3: Decision-making and Choice Decision
 
Appendix of Sources
Jagdish N. Sheth
Series Introduction
Jagdish N. Sheth
Set Introduction
Richard J Lutz
Volume Introduction: Decision-making and Choice Decision—The Contribution of C. Whan Park
Jagdish N. Sheth
A Theory of Multidimensional Brand Loyalty
James R Bettman
Product Quality Judgment: Information Processing Approach (with Frederick W Winter) Implications of a Constructive View of Choice for Analysis of Protocol Data: A Coding Scheme for Elements of Choice Process
William J Bahr
A Situational Analysis of Communication Effect: A New Product Purchase by Mail Order
V Parker Lessig and James R Merrill
The Elusive Role of Price in Brand Choice Behavior
 
A Conflict Resolution Choice Model
 
A Seven-point Scale and a Decision-maker’s Simplifying Choice Strategy: An Operationalized Satisficing-plus Model
Daniel C Smith
Product-level Choice: A Top-down or Bottom-up Process?
Robert W Hughes, Vinod Thukral and Roberto Friedmann
Consumers’ Decision Plans and Subsequent Choice Behavior
Richard J Lutz
Decision Plans and Consumer Choice Dynamics
 
Joint Decisions in Home Purchasing: A Muddling-through Process
SJ Chan and PL Yu
High-stake Decision Making – An Empirical Study Based on House Purchase Processes
Sung Youl Jun and Deborah J MacInnis
Choosing What I Want Versus Rejecting What I Do Not Want: An Application of Decision Framing to Product Option Choice Decisions
Joseph C Nunes
Incommensurate Resources: Not Just More of the Same
Vanessa M Patrick
Paying Before Consuming: Examining the Robustness of Consumers’ Preference for Prepayment
Joseph W Alba
Perspectives of Other Scholars / Muddle, Muddle, Toil, and Trouble
James R Bettman
Commentary on CW Park’s Contributions to Consumer Research
C. Whan Park
A Conversation
Richard J Lutz
A Conversation with C. Whan Park
 
Volume 4: Brand Strategy
 
Appendix of Sources
Jagdish N. Sheth
Series Introduction
Jagdish N. Sheth
Set Introduction
Vanessa Patrick
Volume Introduction: Brand Strategy—The Contribution of C. Whan Park
Bernard J Jaworski and Deborah J MacInnis
Strategic Brand Concept-image Management
Deborah J MacInnis, Xavier Drèze and Jonathan Lee
Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE)-based Brand Equity Measure
Sandra Milberg and Robert Lawson
Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency
Daniel C Smith
The Effects of Brand Extensions on Market Share and Advertising Efficiency
Michael S McCarthy and Sandra J Milberg
The Effects of Direct and Associative Brand Extension Strategies on Consumer Response to Brand Extensions
Sung Youl Jun and Allan D Shocker
Composite Branding Alliances: An Investigation of Extension and Feedback Effects
Sandra J Milberg and Michael S McCarthy
Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies
Sung Youl Jun and Deborah J MacInnis
Formation of Price Expectation in Brand Extensions and Impact on Brand Extension Evaluation
HaeEun Helen Chun, Andreas B Eisingerich and Deborah J MacInnis
Strategic Benefits of Low Fit Brand Extensions: When and Why?
Robert Lawson and Sandra Milberg
Memory Structure of Brand Names
Deborah J MacInnis and Andreas B Eisingerich
Brand Architecture Design and Brand Naming Decisions
Deborah J MacInnis and Andreas Eisingerich
Brand Architecture Design
 
Perspectives of Other Scholars
Rohini Ahluwalia
From the Portrait of Scholar to a Legend
Jennifer Edson Escalas
Dr. C.W. Park: An Extraordinary Marketer
C. Whan Park
A Conversation
Vanessa Patrick
A Conversation with C. Whan Park
 
Volume 5: Causes of Brand Attachment and Its Effect on Consumers’ Information Processing Evaluations and Behaviors
 
Appendix of Sources
Jagdish N. Sheth
Series Introduction
Jagdish N. Sheth
Set Introduction
Debbie MacInnis
Volume Introduction: Causes of Brand Attachment and Its Effect on Consumers’ Information Processing Evaluations and Behaviors
Deborah J MacInnis and Joseph Priester
Brand Attachment: Constructs, Consequences and Causes
Deborah J MacInnis and Joseph Priester
Beyond Attitudes: Attachment and Consumer Behavior
Deborah J MacInnis
What’s In and What’s Out: Questions on the Boundaries of the Attitude Construct
Joseph Priester, Deborah J MacInnis and Zhong Wan
The Connection-Prominence Attachment Model (CPAM): A Conceptual and Methodological Exploration of Brand Attachment
Deborah J MacInnis and Joseph R Priester
Research Directions on Strong Brand Relationships
Deborah J MacInnis, Joseph Priester, Andreas B Eisingerich and Dawn Iacobucci
Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers
 
Brand Attachment: Theory and Practice
Deborah J MacInnis and Joseph R Priester
Brand Attachment and a Strategic Brand Exemplar
Andreas B Eisingerich, Gratiana Pol and Jason Whan Park
The Role of Brand Logos in Firm Performance
Andreas B Eisingerich and Gratiana Pol
The Power of a Good Logo
Matthew Thomson and Deborah J MacInnis
The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands
Alexander Fedorikhin and Matthew Thomson
Beyond Fit and Attitude: The Effect of Emotional Attachment on Consumer Responses to Brand Extensions
Lan Luo, Xinlei (Jack) Chen and Jeanie Han
Dilution and Enhancement of Celebrity Brands through Sequential Movie Releases
Leigh Anne Novak Donovan, Joseph R Priester and Deborah J MacInnis
Brand Forgiveness: How Close Brand Relationships Influence Forgiveness
Andreas B Eisingerich and Jason Whan Pa
Attachment–Aversion (AA) Model of Customer–Brand Relationships
Andreas B Eisingerich and Jason Whan Park
From Brand Aversion or Indifference to Brand Attachment: Authors’ Response to Commentaries to Park, Eisingerich, and Park’s Brand Attachment–Aversion Model
 
Two Types of Attractive Research: Cute Research and Beautiful Research
Deborah J MacInnis and Andreas Eisingerich
The Science Behind Brand Admiration
 
Perspectives of Other Scholars
Bernd Schmitt
Experiencing Brand Attachment: Now and In the Future
Matthew Thomson
Attachment and Consumer–Brand Relationships
 
A Conversation with C. Whan Park
Debbie MacInnis
A Conversation with C. Whan Park

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Jagdish N. Sheth

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. ... More About Author

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ISBN: 9789352808236
₹12,500.00