The Early Years: Attitudes, Brand Loyalty, and Perceived Risk delves into the foundational research by Jacob Jacoby on the psychological factors influencing consumer behavior. This book highlights his early studies on how attitudes shape consumer decisions, how brand loyalty develops, and how perceived risk impacts purchasing choices. Jacoby's groundbreaking work in these areas provided the first in-depth exploration of the cognitive and emotional elements that drive consumer decisions. The book offers readers an essential understanding of the key psychological concepts that continue to inform modern marketing strategies. By examining these core topics, Jacoby sets the stage for future marketing and consumer behavior research. A must-read for marketing professionals, academics, and researchers, The Early Years is a critical resource for those seeking to understand the origins of many modern consumer behavior theories and how they are applied today in brand management, advertising, and consumer psychology.