Helping Define the Field and Expand Its Horizons offers an insightful and comprehensive look at the early contributions of Jacob Jacoby in the realm of consumer behavior. This book explores Jacoby's pioneering work that laid the foundation for many core concepts in marketing and consumer research. From shaping our understanding of brand loyalty and decision-making to addressing the psychological mechanisms behind consumer behavior, this book presents groundbreaking research that continues to influence modern marketing strategies. With a focus on the intersection of psychology, marketing, and consumer behavior, Jacoby's work provides a historical context while expanding the boundaries of the field. Perfect for scholars, researchers, and marketing professionals, this book offers deep insights into the complexities of consumer behavior and its application to contemporary marketing practices. Whether you're looking to understand the foundational theories or dive deeper into behavioral science, Helping Define the Field and Expand Its Horizons serves as an essential resource for anyone serious about marketing research.