The schools were forever changed, for these new people thought and behaved according to an arts-and-science ethos, including the preoccupation with research as the nexus of faculty life. Curricula were revised and faculties were transformed, largely by bolstering them with people trained in mathematics, statistics, and the behavioral sciences. In response, deans tripped over one another in the rush to perform their institutional penance. The charge of these reports to business schools was clear and adamant: Get respectable! In particular, they urged that the curriculum and faculty attention be infused with the mathematical and behavioral-science foundations underlying the decision-making process. Although done independently, each of these reports recommended essentially the same cure for America's business schools -stop teaching descriptive material and start emphasizing theory and research.
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(1959), sponsored by the Carnegie Foundation. Three major reports emerged -Dahl, Haire and Lazarsfeld (1959) and Gordon and Howell (1959), both sponsored by the Ford Foundation, and Pierson et al. The closest one got to consumer behavior were two functions, "buying" and "selling." Business-school graduates learned in spite of their training, corporate employers became disillusioned with the educational process, and eventually the problem was dumped in the laps of foundations for study. Charitably, this was a descriptive approach to the discipline, and students used more picturesque designations. In marketing, for example, one learned about "functions," a euphemism for what practitioners did on a day-to-day basis. (The political turmoil later in that decade did not seriously disrupt most American business schools, although it had a profound effect on other sectors of higher education.) Prior to that, business schools focused on vocational training. Much as we would like to take all the credit, ACR's founders were helped immeasurably by a heady atmosphere that drove higher education, beginning in the early 1960s. My comments might be dangerously effete, of course, and readers should recognize this limitation. Owing to my longevity, a benevolent request to reminisce about the organization's formative period was extended and I acceded. My reflections do not constitute a history of ACR. Conceivably, these emic versions of the organization's history might yield to a satisfactorily etic amalgamation (to the "truth," in a positivist sense), but we who have offered them are content that they be regarded in the postmodern sense of experienced reality -what that period represented uniquely to each of us. Several recollections of ACR's origins have been spawned by this period of celebration (e.g., Cohen 1995, Engel 1994, Kassarjian 1995, Wells 1995) which, because they are recollections, do not agree in every detail. It is a privilege to do this, but I must begin with a huge caveat. As one of the surviving dinosaurs of ACR's pre-history, I have been asked to reflect on these early years -to offer some perspective on what happened and why -in an attempt to explain the events that shaped the organization's evolution. The origins of this association, which has served as the nexus for so many of our careers, can be traced to a cadre of people who seized the opportunity to declare a new discipline -what we now call consumer research. Any worthwhile organization respects its history, for therein lies its heritage and legacy. The events which conspired to produce consumer behavior as a discipline are recounted and traced to the ACR ethos which developed over the subsequent 25-year period.Īs we pause to commemorate -indeed, celebrate -the Association for Consumer Research's first twenty-five years, it is useful to reflect on our beginnings. This paper reflects on ACR's formative years, on the conditions and people surrounding the association's establishment in 1969. Kardes and Mita Sujan, Provo, UT : Association for Consumer Research, Pages: 553-560.Īdvances in Consumer Research VolPages 553-560ĭECLARING A DISCIPLINE: REFLECTIONS ON ACR'S SILVER ANNIVERSARY Kernan (1995) ,"Declaring a Discipline: Reflections on Acr's Silver Anniversary", in NA - Advances in Consumer Research Volume 22, eds. The events which conspired to produce consumer behavior as a discipline are recounted and traced to the ACR ethos which developed over the subsequent 25-year period.
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ABSTRACT - This paper reflects on ACR's formative years, on the conditions and people surrounding the association's establishment in 1969.