Purpose - This autobiography sums up the life story of one of the contributors to the history of inquiry and instruction in the field of marketing, with special attention to the historical developments that have influenced the study of consumer behavior and the concept of branding. Design/methodology/approach - This paper is an autobiographical essay, a personal history. Findings - The reminiscence illustrates the way life experiences evolve, showing the interaction among personal growth, education, career choices and work experience that led to Professor Levy's contributions to the field of marketing education and its research literature. Originality/value - The paper describes a unique life, and an unusual explication of the personal life sources of influential ideas. It is novel in its large perspective and integrative narrative, and the unusual exposure of its various conceptual issues and links. It should be of interest to marketing historians, managers and scholars of marketing education.

This research explores the shopping cultures of the 1930s West End, arguing for the recognition of this as a significant moment within consumption history, hitherto overlooked in favour of the Victorian and Edwardian periods. The approach is interdisciplinary, combining in a new way studies of shopping routes and networks, retail architecture, spectacle, consumer types and consumption practices. The study first establishes the importance of shopping geographies in understanding the character of the 1930s West End. It positions this shopping hub within local, national and international networks. It also examines the gender and class-differentiated shopping routes within the West End, looking at how the rise of new consumer cultures during the period reconfigured this geography. In the second section, a case study of two new Modern shops, Simpson Piccadilly and Peter Jones, provides the focus for a discussion of retail buildings. Architecture is presented as an important way in which the West End was transformed and modernity articulated. Modernism was a significant arrival in the West End's retail sector: it provided a new architectural approach with a close, if often problematic, relationship with shopping. The study thus reassesses common assumptions about the fundamental irreconcilability of modernism with consumption, femininity and spectacle. The third section makes a more detailed examination of the staging of shopping cultures within the West End street, looking at window display, the application of light and decoration to facades, and participation in pageantry. The study thus revisits retail spectacle, an important strand within histories of shopping and of the urban, looking at how established strategies were adapted and developed to stage modernity, emerging consumer cultures and the West End itself during the 1930s.

Advertising is an integral part of our lives. We meet with advertising at every step. Adults can, for the most part, distinguish and understand advertising, but what about children? How advertising influences children? Are they ready for it? The aim of this thesisis to introduce the concept of advertising, advertising history in our country, legislation and also analysis of the impact of advertising on children.The first part of this analysis is given to parents and seeing how they perceive advertising, respectively its impact on children. The second part of the thesis represents the analysis of the impact of advertising on children, in a breakdown by the given ages.The work is aimed at children up to seven years, mainly on children attending a kindergarten. These children are divided by age into three categories, namely children under three years old, children under five years of age and children under seven years of age. The conclusion of the thesis summarizes the findings of my own analysis and presents possible recommendations.

O objetivo principal dessa pesquisa é compreender como teorias da psicologia contribuíram para a formação do conceito de consumidor na atualidade, em especial a proposta da Experiência elementar que se fundamenta em uma concepção de pessoa humana. Trata-se de uma pesquisa de investigação histórica e está inserida no âmbito da história do Marketing, da Psicologia Científica e da Psicologia do Consumidor, no período que compreende o final do século XIX e o século XX. No início do século XX, o Marketing como ciência se estruturou e ganhou espaço no meio acadêmico como disciplina independente da economia, o que possibilitou o surgimento dessa área de estudos e atividade. As condições econômicas e sociais dos Estados Unidos na virada do século XX propiciaram a aproximação das áreas do Marketing e da Psicologia principalmente no ambiente acadêmico e nos laboratórios de pesquisa experimental, através de estudos sobre comportamento, memória, motivação e aprendizagem. A criação da Divisão 23 (Divisão de Psicologia do Consumidor) na APA American Psychology Association, na década de 1960, legitimou os estudos dessa área específica, que derivaram na área de Marketing e nos estudos sobre o Comportamento do Consumidor. O desenvolvimento do Marketing Contemporâneo, a partir do final do século XX, carrega as influências da interface entre essas áreas e sugere a possibilidade de se relacionar o conceito de consumidor mais voltado ao sentido de pessoa, mas sem a fundamentação antropológica e filosófica condizente. Na busca por uma fundamentação que apoiasse essas tendências e ampliasse a discussão sobre o conceito de consumidor no mundo contemporâneo, nos aproximamos da abordagem da Experiência elementar de Luigi Giussani (2009). A escolha dessa abordagem para discussão do conceito de consumidor apoia-se no fato de propor análises sobre a pessoa, cuja profundidade pode proporcionar uma fundamentação mais rigorosa acerca do tema. A conclusão remete à ideia de que no século XXI existe uma possibilidade de se considerar o consumidor como pessoa, e que a abordagem da Experiência elementar pode ser pertinente para discutir essa aproximação a partir das novas tendências do Marketing, que buscam uma perspectiva mais humana para essa atividade. / The main objective of this research is to understand how Psychology theories have contributed to the formation of current consumer concept, especially regarding the proposal of Elementary experience, which is founded on a personal conception of the human being. This historical investigation research is inserted within the scope of the history of Marketing, of Scientific Psychology, as well as the Consumer Psychology, in the period encompassing the end of the 19th century and the 20th century. In the beginning of the 20th century, Marketing as a science was structured and gained space in the academic field as an independent discipline, apart from Economics, thus enabling the appearance of this study area and activity. The social and economic conditions of the United States at the turn of the 20th century made the approximation of the areas of Marketing and Psychology possible, mainly in the academic environment and in the laboratories of experimental research, through behavior, memory, motivational and learning researches. The creation of Division 23 (Consumer Psychology Division) in the APA American Psychology Association in the sixties has legitimated the studies on this specific area, which originated the area of Marketing and consumers behavioral studies. The development of modern Marketing, as of the end of the 20th century, carries on the interface influences between those two areas, suggesting the possibility of relating the concept of consumer to the concept of human being, in a more personal sense, but without the proper anthropological and philosophical grounding. The search for a founding basis, which could support those tendencies by enlarging the discussions regarding the consumer concept in todays world, has led us to approach the proposal of the Elementary experience, by Luigi Giussani (2009). The choice of this approach for discussing the consumer concept lies on the fact that establishes the proposition of analyses to be made about the individual, whose depth may supply a more rigorous foundation for this theme. The conclusion emerges from the idea that there is a possibility of considering a consumer as an individual in the 21st century, and that the approach based on these new Marketing tendencies tries to make possible a more humane perspective for this activity.

O objetivo principal dessa pesquisa é compreender como teorias da psicologia contribuíram para a formação do conceito de consumidor na atualidade, em especial a proposta da Experiência elementar que se fundamenta em uma concepção de pessoa humana. Trata-se de uma pesquisa de investigação histórica e está inserida no âmbito da história do Marketing, da Psicologia Científica e da Psicologia do Consumidor, no período que compreende o final do século XIX e o século XX. No início do século XX, o Marketing como ciência se estruturou e ganhou espaço no meio acadêmico como disciplina independente da economia, o que possibilitou o surgimento dessa área de estudos e atividade. As condições econômicas e sociais dos Estados Unidos na virada do século XX propiciaram a aproximação das áreas do Marketing e da Psicologia principalmente no ambiente acadêmico e nos laboratórios de pesquisa experimental, através de estudos sobre comportamento, memória, motivação e aprendizagem. A criação da Divisão 23 (Divisão de Psicologia do Consumidor) na APA American Psychology Association, na década de 1960, legitimou os estudos dessa área específica, que derivaram na área de Marketing e nos estudos sobre o Comportamento do Consumidor. O desenvolvimento do Marketing Contemporâneo, a partir do final do século XX, carrega as influências da interface entre essas áreas e sugere a possibilidade de se relacionar o conceito de consumidor mais voltado ao sentido de pessoa, mas sem a fundamentação antropológica e filosófica condizente. Na busca por uma fundamentação que apoiasse essas tendências e ampliasse a discussão sobre o conceito de consumidor no mundo contemporâneo, nos aproximamos da abordagem da Experiência elementar de Luigi Giussani (2009). A escolha dessa abordagem para discussão do conceito de consumidor apoia-se no fato de propor análises sobre a pessoa, cuja profundidade pode proporcionar uma fundamentação mais rigorosa acerca do tema. A conclusão remete à ideia de que no século XXI existe uma possibilidade de se considerar o consumidor como pessoa, e que a abordagem da Experiência elementar pode ser pertinente para discutir essa aproximação a partir das novas tendências do Marketing, que buscam uma perspectiva mais humana para essa atividade. / The main objective of this research is to understand how Psychology theories have contributed to the formation of current consumer concept, especially regarding the proposal of Elementary experience, which is founded on a personal conception of the human being. This historical investigation research is inserted within the scope of the history of Marketing, of Scientific Psychology, as well as the Consumer Psychology, in the period encompassing the end of the 19th century and the 20th century. In the beginning of the 20th century, Marketing as a science was structured and gained space in the academic field as an independent discipline, apart from Economics, thus enabling the appearance of this study area and activity. The social and economic conditions of the United States at the turn of the 20th century made the approximation of the areas of Marketing and Psychology possible, mainly in the academic environment and in the laboratories of experimental research, through behavior, memory, motivational and learning researches. The creation of Division 23 (Consumer Psychology Division) in the APA American Psychology Association in the sixties has legitimated the studies on this specific area, which originated the area of Marketing and consumers behavioral studies. The development of modern Marketing, as of the end of the 20th century, carries on the interface influences between those two areas, suggesting the possibility of relating the concept of consumer to the concept of human being, in a more personal sense, but without the proper anthropological and philosophical grounding. The search for a founding basis, which could support those tendencies by enlarging the discussions regarding the consumer concept in todays world, has led us to approach the proposal of the Elementary experience, by Luigi Giussani (2009). The choice of this approach for discussing the consumer concept lies on the fact that establishes the proposition of analyses to be made about the individual, whose depth may supply a more rigorous foundation for this theme. The conclusion emerges from the idea that there is a possibility of considering a consumer as an individual in the 21st century, and that the approach based on these new Marketing tendencies tries to make possible a more humane perspective for this activity.