ABSTRACT
Before we get down to business, let me ask you a simple question: what is the single most important publication in the history of marketing and consumer research? No, not your favorite; no, not the most influential; no, not the most cited or anthologized. And, no, not one of your own! (How dare you? Have you no shame? What on earth is the academy coming to?) I mean the most important, the most meaningful, the one that set tongues wagging, the one that calls down the years, the one that resonated at the time of publication and still resonates today, the one that registered 8.9 on the academic Richter scale and succeeded in decisively shifting the tectonic plates of the discipline.
