摘要: Purpose – This paper aims to review the life and work of one America’s earliest social researchers, Robert Staughton Lynd (1892-1970). In doing so, it also re-introduces Lynd’s seminal Middletown studies a wider audience within academic consumer research. Design/methodology/approach Using historical-biographical method, light is shed on developments that led publication way these were received by various audiences. Findings The critical impetus interwar researcher was some extent an outcome his own entanglement with professional marketing advertising, Protestant religiosity. insight has important bearings for research as well culture theory today. Research limitations/implications Market comes in many forms. Throughout its history, market benefitted from overlapped rise To fully understand...
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