Morris B. Holbrook: an historical autoethnographic subjective personal introspection

Abstract

PurposeThis paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer research in particular.Design/methodology/approachThe paper pursues an approach characterized by historical autoethnographic subjective personal introspection or HASPI.FindingsThe paper reports the personal history of MBH and – via HASPI – interprets various aspects of key participants and major themes that emerged over the course of his career.Research limitations/implicationsThe main implication is that every scholar in the field of marketing pursues a different light, follows a unique path, plays by idiosyncratic rules, and deserves individual attention, consideration, and respect … like a cat that carries its own leash.Originality/valueIn the case of MBH, like (say) a jazz musician, whatever value he might have depends on his originality.