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.

Volume I: Early Work: Situations, Symbolism, and Critiquing the Dominant Paradigm Volume Introduction: Once Upon A Time: Preamble to Russell W. Belk Legends Volume One by Hope Jensen Schau Occurrence of Word-of-Mouth Buyer Behavior as a Function of Situation and Advertising Stimuli Application and Analysis of the Behavioral Differential Inventory for Assessing Situational Effects in Buyer Behavior Situational Variables and Consumer Behavior The Objective Situation as a Determinant of Consumer Behavior Assessing the Effects of Visible Consumption on Impression Formation A Free Response Approach to Developing Product-Specific Consumption Situation Taxonomies Effects of Consistency of Visible Consumption Patterns on Impression Formation Determinants of Consumption Cue Utilization in Impression Formation: An Association Derivation and Experimental Verification The 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 Discrepancy A Modest Proposal for Creating Verisimilitude in Consumer-Information—Processing Models and Some Suggestions for Establishing a Discipline to Study Consumer Behavior Perspectives of Other Scholars A Commentary on Belk’s Early Work - Alladi Venkatesh “In the Beginning…” - Elizabeth C. Hirschman Russ Belk: The Early Years - Dennis Rook Hope Schau Interviews Russell Belk Research Methods, Media, and Objects Have Become Much Richer Volume 2. An Alternative Approach: Re-enchanting Consumption Volume Introduction: Better the Devil You Know: A Thumbnail Hagiography - John F. Sherry, Jr. Manifesto for a Consumer Behavior of Consumer Behavior Against Thinking Art versus Science as Ways of Generating Knowledge about Materialism What Should ACR Want to Be When It Grows Up? The Role of the Odyssey in Consumer Behavior and in Consumer Research A 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 Learned The History and Development of the Consumer Behavior Odyssey Ella’s Elephants and the Three Blind White Guys Unpacking My Library: The Marketing Professor in the Age of Electronic Reproduction Videography in Marketing and Consumer Research (with Robert V. Kozinets) You Ought to be in Pictures: Envisioning Marketing Research Camcorder Society: Quality Videography in Consumer and Marketing Research (with Robert V. Kozinets) The Modeling–Empiricism Gap: Lessons From The Qualitative–Quantitative Gap in Consumer Research Multimedia Approaches to Qualitative Data and Representations Examining Markets, Marketing, Consumers, and Society through Documentary Films Visual and Projective Methods in Asian Research Perspectives of Other Scholars The Man Who Moved Mountains... - Marylouise Caldwell Russell Belk: The Odyssian Wanderer - Pauline Maclaran The Passions and Publications of Russell Belk - Jonathan E. Schroeder John F. Sherry, Jr., Interviews Russell Belk Ten Questions for Russell Belk Volume 3. Materialism and Consumer Culture: Questioning What Matters in Life Volume Introduction: The Journey from Materialism to Legitimations of Materialism, Consumer Desires, and Consumer Cultures - Güliz Ger Worldly Possessions: Issues and Criticisms Materialism: Trait Aspects of Living in the Material World Materialism 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 Wealth Third World Consumer Culture Effects of Identification with Comic Book Heroes and Villains of Consumption on Materialism among Former Comic Book Readers Attachment to Possessions Cross-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 Culture Consumption, Mass Consumption, and Consumer Culture Nationalism and Ideology in an Anticonsumption Movement (with Rohit Varman) Philosophies for Less Consuming Societies Perspectives of Other Scholars Russell W. Belk on Materialism and Consumer Culture - A. Fuat Firat The Materialisation of Russell Belk - Per Ostergaard Materialism and Consumer Culture: Questioning What Matters in Life - Karin M. Ekström Güliz Ger Interviews Russell Belk “My Perspective Shifted From More Psychological To More Sociological” Volume 4. Consumer Sense of Self and Identity Volume Introduction - John W. Schouten Explanations for Congruence between Patron Stereotypes and Patron Self Concepts Generational Differences in the Meanings of Things, Products, and Activities Identity and the Relevance of Market, Personal, and Community Objects Possessions and the Extended Self Possessions and the Sense of Past Artifacts, Identity, and Transition: Favorite Possessions of Indians and Indian Immigrants to the United States (with Raj Mehta) Metaphoric Relationships with Pets Material 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 Identity Representing Global Consumers: Desire, Possession, and Identity People and Things Possessions and Self Disney Discourses of Self and Other: Animality, Primitivity, Modernity, and Postmodernity (with Shona Bettany) Extended Self in a Digital Age Shared Possessions/Shared Self (with Rosa Llamas) Tourist Photographs: Signs of Self (with Joyce Hsiu-yen Yeh) Perspectives of Other Scholars Beyond ‘Beyond the Extended Self’: Russ Belk on Identity - Aaron Ahuvia Russell Belk: Exploring New Academic Frontiers of Consumption and Self-Identity - Ayalla Ruvio Epic Consumer Research - Kelly Tian John Schouten Interviews Russell Belk “Everything I Research Teaches Me Something about Myself” Volume 5. Historical and Cultural Approaches to Consumption Volume Introduction - Janeen Arnold Costa and Gary J. Bamossy Cultural and Historical Differences in Concepts of Self and Their Effects on Attitudes toward Having and Giving Images 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 Cultures The Benefits and Problems of Market Socialism for Chinese Consumers Moving Possessions: An Analysis Based on Personal Documents from the 1847–1869 Mormon Migration Battling Worldliness in the New Zion: Mercantilism versus Homespun in Nineteenth-Century Utah The Mountain Man Myth: A Contemporary Consuming Fantasy (with Janeen Arnold Costa) Pimps for Paradise: Missionaries, Monetary Funds, and Marketers Chinese 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 Scholars Russell Belk: Consumer Historian - Terrence H. Witkowski Belk’s Adventure in Cross-Cultural and Historical Consumer Research - Xin Zhao Russell Belk—Vicarious Role Model - Jan Brace-Govan Janeen Costa and Gary Bamossy Interviews Russell Belk “There is Much to Be Learned from Earlier Technological Revolutions” Volume 6. Globalism and Consumption Volume Introduction:Knowing Wisdom, Madness And Folly: Russell W. Belk’s Contribution to Globalism and Consumption - Samuel K. Bonsu A Critical Assessment of International Tourism (with Janeen Arnold Costa) Third World Tourism: Panacea or Poison? The Case of Nepal International Tourism: An Assessment and Overview (with Janeen Arnold Costa) Hyperreality and Globalization: Culture in the Age of Ronald McDonald Consumption 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 Brand Cultures, Consumers, and Corporations Perspectives of Other Scholars Russell Belk—A Model Glocal Brand - Dannie Kjeldgaard An Insider’s Perspective: Russell Belk’s Contribution to the Field of Globalism and Consumption - Ekant Veer Is This Guy Human?! Appreciation for Russell Belk: A True Legend in the Field of Consumer Behavior - Lisa Peñaloza Samuel Bonsu Interviews Russell Belk Knowing the Man: Interview with Russ Belk Volume 7. Gift-Giving, Sharing, and Consumption Holidays Volume 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 Otnes Gift-Giving Behavior It′s the Thought that Counts: A Signed Digraph Analysis of Gift-Giving Effects of Gift-Giving Involvement on Gift Selection Strategies A Child′s Christmas in America: Santa Claus as Deity, Consumption as Religion Me and Thee Versus Mine and Thine: How Perceptions of the Body Influence Organ Donation and Transplantation Halloween: An Evolving American Consumption Ritual Gift Giving as Agapic Love: An Alternative to the Exchange Paradigm Based on Dating Experiences (with Gregory S. Coon) Materialism and the Modern U.S. Christmas Materialism and the Making of the Modern American Christmas Christmas Shopping Scenes: From Modern Miracle to Postmodern Mall (with Wendy Bryce) Studies in the New Consumer Behavior The Perfect Gift The 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? Sharing The Nature and Effects of Sharing in Consumer Behavior (with Rosa Llamas) Perspectives of Other Scholars Impure and Multiple! Taking Full Advantage of Belk’s Extensions of Giving - Domen Bajde Is There a Santa Claus? Authentic Christmas and Social Constructionism - Junko Kimura Lessons I’ve Learned from Reading Russ - Eileen Fischer Cele Otnes Interviews Russell Belk Gifts, Sharing, and Rituals: Interview with Russell Belk Volume 8. Collecting, Luxury, and the Production of Consumer Desire Volume Introduction: Desire for Journeys—Journeys of Desire - Søren Askegaard Acquiring, Possessing, and Collecting: Fundamental Processes in Consumer Behavior Collectors and Collecting Nouveaux 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 Households Of 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-Materialism Leaping Luxuries and Transitional Consumers The 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 Collections Been There, Done That, Bought the Souvenirs: Of Journeys and Boundary Crossing Marketing and Envy Benign Envy Perspectives of Other Scholars The Road Not Taken - Margaret K. Hogg The Empire of Desire: A Commentary about Researcher Passion - Rosa Llamas Russ Belk: Into the Epicenter of Consumer Motivations and Meanings - David Glen Mick S øren Askegaard Interviews Russell Belk “Views on CCT versus BDT/CIP are Really Incommensurate” Volume 9. Discipline and Liberation in Consumption Volume Introduction: Russ Belk’s (Belkian) Perspective on Discipline and Liberation in Consumption: A Convergence of the Cosmopolitan and the Carnivalesque - Craig J. Thompson Learning 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 Celebrations ACR Fellow’s Address: Awards, Rewards, Prizes, and Punishments I′d Like to Buy the World a Coke: Consumptionscapes of the “Less Affluent World (with Güliz Ger) Romanian Consumer Desires and Feelings of Deservingness Sexual Consumption in the Time of AIDS: A Study of Prostitute Patronage in Thailand (with Per ∅stergaard and Ronald Groves) May the Farce Be with You: On Las Vegas and Consumer Infantalization Men and Their Machines The Cult of Macintosh (with Gülnur Tumbat) Exchange Taboos From an Interpretive Perspective Selling God’s Book Dirty 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 Scholars Ramblin’ Man - Stephen Brown Discipline and Liberation in Consumption - Morris B. Holbrook Carnival and Ideology in Consumer Culture - Rohit Varman Craig Thompson Interviews Russell Belk “I Like to Think that I am a Promiscuous Reader" Volume 10. Magic and Religion in Consumption Practices Volume Introduction: The Scent of the Spirit—Belk’s Take on Religion, Myth and Consumer Culture - Robert V. Kozinets Heaven 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 Possessions Once 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 Self Possessions, Self, and the Sacred Consuming 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 Culture Marketing 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 Desire Perspectives of Other Scholars Professor Finds God At Wal-Mart: Russ Belk on Religion - Thomas C. O’Guinn The Sacred and Beyond: A Commentary on the Work of Russ Belk - Diego Rinallo Consumer Behavior and the Sacred - Darach Turley Robert Kozinets Interviews Russell Belk Magic and Religion Questions and Answers