Sidney Levy
Sidney Levy

MARKETING
Professor Emeritus of Marketing
Professor Emeritus of Behavioral Sciences

Print Overview

Sidney Levy is Professor Emeritus of Marketing and Behavioral Science in Management. He is recognized as one of the main contributors to marketing and consumer behavior in the twentieth century for his work on brand image, symbolism, and cultural meaning in marketing. With his Kellogg colleague, Philip Kotler, he challenged the view of marketing as restricted to commercial activities, and redefined the concept of Marketing as an all-encompassing phenomenon that could be applied to a broad range of social activities.

Professor Levy's insightful and timeless contributions to marketing scholarship are recognized by numerous awards. He was inducted as an Association for Consumer Research Fellow (1982), the highest honor accorded to academic consumer researchers for contributions to consumer research. Professor Levy was recognized as the American Marketing Distinguished Educator in 1988. He was the first person to receive the Living Legend of Marketing Award for exceptional contributions to marketing (1997), and he was a recipient of the Paul D. Converse award for outstanding contributions to the science of marketing (2000). In recognition of his role as one of the intellectual pioneers of Consumer Culture Theory (CCT), The Sidney J. Levy Award was created in 2008. The award is given to the best CCT dissertation article published in the preceding year.

Professor Levy joined the Kellogg faculty in 1961. Prior to his appointment at Northwestern, he was a lecturer at the University of Chicago (1958-1959). He received his PhD from the Committee on Human Development from the University of Chicago (1956). Professor Levy served as the chair of the marketing department from 1980 until 1993. He formally retired from Kellogg in 1991, but remained an active member of the faculty until 1997.



Print Vita
Education
PhD, 1956, Committee on Human Development, University of Chicago
PhB, 1946, Liberal Art, University of Chicago
MA, 1948, Committee on Human Development, University of Chicago

Academic Positions
Special Assistant to the Head of the Department of Marketing, Marketing, Eller College of Management, University of Arizona, 2004-present
Charles H. Kellstadt Distinguished Professor of Marketing, Marketing, Kellogg Graduate School of Management, Northwestern University-present
A. Montgomery Ward Professor of Marketing, Marketing, Kellogg School of Mangement, Northwestern University-present
Charles H. Kellstadt Distinguished Professor Emeritus of Marketing, Professor Emeritus of Behavioral Science in Management, Northwestern University, 1991-present
Visiting Professor of Marketing, Marketing, Kellogg Graduate School of Management, Northwestern University-present
Head of the Department of Marketing, Marketing, Eller College of Management, University of Arizona, 1997-2004
Chairman, Professor of Marketing, Marketing, Graduate School of Management, Northwestern University, 1980-1992
Professor of Behavioral Science in Management, Marketing, J.L. Kellogg Graduate School of Management, Northwestern University, 1961-1991
Lecturer, University of Chicago, 1958-1959

Print Research
Articles
Levy, Sidney. 2003. Roots of marketing and Consumer Research at the University of Chicago. Consumption, Markets and Culture.: 99-110.
Reprinted in:
Handbook of Consumer Behavior, edited by Margaret Hogg, Thousand Oaks, CA: Sage Publications, 2005.
Levy, Sidney. 2002. Revisiting the Marketing Domain. European Journal of Marketing. 36(3): 299-304.
Levy, Sidney. 2001. The Psychology of an Online Shopping Pioneer. Advances in Consumer Research. 28(1): 222-226.
Levy, Sidney. 1999. Book Review: The Enjoyment of Reading Books. Journal of Marketing. 62(4): 99-101.
Levy, Sidney. 1998. Marketing at the Millennium. Corporate Report.
Levy, Sidney. 1996. Stalking the Amphisbaena. Journal of Consumer Research. 23(3): 163-176.
Levy, Sidney. 1993. Book Review: Ethics in Marketing. Journal of Public Policy and Marketing. 12(1): 137-139.
McGrath, MaryAnn and Sidney Levy. 1993. Giving Voice to the Gift. Journal of Consumer Psychology. 2(2): 171-191.
Levy, Sidney. 1992. Constructing Consumer Behavior: A Grand Template. Advances in Consumer Research. 19(1): 1-6.
McGrath, MaryAnn and Sidney Levy. 1992. The Disposition of the Gift and many Happy Returns. Journal of Retailing. 68(1): 40-64.
Levy, Sidney. 1991. I Was Just Thinking….: 2-4.
Levy, Sidney. 1991. Consorting with Consumer Behavior. ACR Newsletter.: 2-5.
Levy, Sidney. 1991. An Appreciation of the 1991 ACR Conference. ACR Newsletter.
Levy, Sidney. 1991. A Brief History.: 2-6.
Levy, Sidney. 1991. Autodriving: A Photoelicitation Technique. Journal of Consumer Research. 18(3): 257-272.
Dholakia, RubyRoy and Sidney Levy. 1987. Effect of Recent Economic Experiences on Consumer Dreams, Goals, and Behavior in the United States. Journal of Economic Psychology. 8(4): 429-444.
Levy, Sidney. 1985. Review of "Advertising, the Uneasy Persuasion: Its Dubious Impact on American Society" by Michael Schudson. American Journal of Sociology. 91(1): 159-161.
Levy, Sidney. 1985. Dreams, Fairy Tales, Animals, and Cars. Psychology & Marketing. 2(2): 67-81.
Levy, Sidney. 1983. Psychosocial Themes in Consumer Grooming Rituals. Advances in Consumer Research. 10(1): 329-333.
Levy, Sidney. 1983. How Comparative is Comparative Advertising. Advances in Consumer Research. 10(1): 381-382.
Levy, Sidney. 1983. Interdisciplinary Marketing Study. Advances in Consumer Research. 10(1): 9-10.
Levy, Sidney. 1981. Personal Narratives: A Key to Interpreting Consumer Behavior. Western Folklore. 40(1): 94-106.
Levy, Sidney. 1981. Symbols, Selves, and Others. Advances in Consumer Research. 9(1): 542-543.
Levy, Sidney and Philip Kotler. 1979. A Rejoinder: Toward a Broader Concept of Marketing's Role in Social Order. Journal of the Academy of Marketing Science. 7(3): 233-237.
Levy, Sidney. 1979. The Fine Art of Marketing. ACUCAA Bulletin.
Levy, Sidney. 1978. Hunger and Work in a Civilized Tribe, or the Anthropology of Market Transactions. American Behavioral Scientist.: 557-570.
Reprinted in:
Perspectives in Consumer Behavior, edited by Harold H. Kassarjian and Thomas S. Robertson, Scott-Foresman, 1981.
Levy, Sidney. 1977. Consumer Behavior in the United States. Nikkei Research Journal.
Levy, Sidney. 1975. The Human Side of Interviewing. Marketing Research.
Kotler, Philip and Sidney Levy. 1973. Buying is Marketing Too. Journal of Marketing. 37(1): 54-59.
Levy, Sidney. 1973. Consumer Views of Bank Services. Journal of Bank Research.
Kotler, Philip and Sidney Levy. 1971. Demarketing, Yes, Demarketing. Harvard Business Review. 49(6): 74-80.
Kotler, Philip and Sidney Levy. 1970. Beyond Marketing: The Furthering Concept. California Management Review. 12(2): 67-73.
Kotler, Philip and Sidney Levy. 1969. Broadening the Concept of Marketing. Journal of Marketing. 33(1): 10-15.
Reprinted in:
Perspectives in Marketing Management: Readings, edited by Frederick D. Sturdivant, vol. 33, Scott-Foresman, 1971.
Marketing and the Social Environment: A Readings Text, edited by Leonard L. Berry and James S. Hensel, vol. 33, Petrocelli Books, 1973.
Marketing in Private and Public Nonprofit Organizations: Perspectives and Illustrations, edited by Ralph M. Gaedeke, vol. 33, Goodyear, 1977.
Readings in Public and Nonprofit Marketing, edited by Christopher H. Lovelock and Charles B. Weinberg, vol. 33, Scientific Press, 1978.
Levy, Sidney. 1966. What Kind of Corporate Objectives. Journal of Marketing. 30(4): 53-58.
Levy, Sidney. 1963. The Public Image of Government Agencies. Public Administration Review. 23(1): 25-29.
Levy, Sidney. 1963. New Dimension in Consumer Analysis. Harvard Business Review. 41(6): 129-140.
Levy, Sidney. 1963. Cigarette Smoking and the Public Interest Opportunity for Business Leadership. Business Horizons. 6(3): 37-44.
Levy, Sidney. 1960. Humanized Appeals in Fund Raising. Public Relations Journal. 16: 17-18.
Levy, Sidney. 1960. This Way to Self-Improvement. Personnel Journal. 38(10): 373-376.
Levy, Sidney. 1960. Symbols of Substance, Source, and Sorcery. Art Direction.
Levy, Sidney. 1959. Symbols for Sale. Harvard Business Review. 37(4): 117-124.
Reprinted in:
Perspectives in Consumer Behavior, edited by Kassarjian and Robertson, vol. 37, Scott-Foresman, 1981.
Handbook of Consumer Behavior, edited by Margaret Hogg, vol. 37, Thousand Oaks, CA: Sage Publications, 2005.
Levy, Sidney. 1958. Direct Mail Is a ScapeGoat. Art Direction.
Levy, Sidney. 1957. The meaning of a Brand Image. Art Direction.
Levy, Sidney. 1957. Creativity and Brand Imagery. Art Direction.
Levy, Sidney and Burleigh Gardner. 1955. The Product and the Brand. Harvard Business Review. 33(2): 33-39.
Reprinted in:
Marketing Management and Administrative Action, edited by Britt and Boyd, vol. 33, McGraw-Hill, 1963.
Modern Marketing Strategy, edited by Busch Chapman, vol. 33, Harvard Business Review, 1964.
The Role of Advertising, edited by Sandage and Fryburger, vol. 33, Irwin, 1969.
Perspectives in Marketing Management, edited by Sturdivant, vol. 33, Scott-Foresman, 1971.
Levy, Sidney. 1951. Artful Contrivers: A Study of Engineers. Personnel. 28: 148-153.
Levy, Sidney. 1949. Non-Directive Techniques in the Study of Developmental Tasks of Adolescence. School Review. 57(5-6): 300-309.
Levy, Sidney. 1948. Analysis of a non-directive Case with Follow-up Interview. Journal of Abnormal and Social Psychology. 43(1): 78-89.
Levy, Sidney. 1947. A Comparative Study of the Academic Ability and Achievement of Two Groups of College Students. Journal of Educational Psychology. 38(5): 307-310.
Book Chapters
Levy, Sidney. 2006. "History of Qualitative Research Methods in Marketing." In Handbook of Qualitative Research Methods in Marketing, edited by Russell Belk, Aldershot, UK: Edward Elgar Publishing, Ltd.
Levy, Sidney. 2006. "Consumption of Stories." In Handbook of Qualitative Research Methods in Marketing, edited by Russell Belk, Aldershot, UK: Edward Elgar Publishing, Ltd.
Levy, Sidney. 2006. "How New, How Dominant?." In Toward a Service-Dominant Logic of Marketing: Dialog, Debate and Directions, Armonk, NY: M.E. Sharpe.
Levy, Sidney. 2001. "Household Policies: A Converse idea." In 15th Paul D Converse Symposium, American Marketing Association.
Levy, Sidney. 1997. "Consumers Confront New Information Technologies." In COTIM-97 Conference Proceedings, Brussels: University of Rhode Island.
Levy, Sidney. 1994. "What is Qualitative Research." In Marketing Manager's Handbook [edited by Sidney J Levy, George R Frerichs, Howard L Gordon], 270-286. Dartnell.
Levy, Sidney. 1991. "Marketing Stages in Developing Nation." In Proceedings, Third International Conference on marketing and Development, 430-434.
Levy, Sidney. 1991. "A Perspective on the Copenhagen Symposium on Marketing and Semiotics." In Marketing and Semiotics: Selected Papers from the Copenhagen Symposium, edited by Hanne Hartvig Larsen, David Glen Mick, Christian Alsted, Lennard Højbjerg, Lars Thøger Christensen, 227-236. Handelshojskolens Forlag.
Levy, Sidney. 1990. "Two Tiers of Marketing." In Marketing 2000 and Beyond [W Lazer, et al], 188-190. American Marketing Association.
Levy, Sidney. 1988. "Marketing Research as a Dialogue." In The Frontier of Research in the Consumer Interest [edited E Scott Maynes], 653-658. American Council on Consumer Interests.
Levy, Sidney. 1986. "Meanings in Advertising Stimuli." In Advertising and Consumer Psychology [edited by Jerry Olson and Keith Sentis], vol. 3, 214-226. Praeger Publishers.
Levy, Sidney. 1985. "Familiar Interlude: Autodriving in Consumer Analysis." In Proceedings, Association of Consumer Research.
Levy, Sidney. 1983. "Synchrony and Diachrony in Product Perceptions." In Proceedings, American Marketing Association.
Levy, Sidney. 1981. "Brands, Trademarks, and the Law." In Review of Marketing, edited by Ben M. Enis and Kenneth J. Roering, American Marketing Association.
Levy, SidneySidney LevySidney Levy and Sidney Levy. 1981. "Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior." 49-61.
Levy, Sidney. 1980. "Social Division and Aesthetic Specialization: The Middle Class and Musical Events." In Symbolic Consumer Behavior, Proceedings of Conference on Consumer Esthetics and Symbolic Consumpti, edited by Elizabeth Hirschmann and Morris Holbrook, Association of Consumer Research and the Institute of Retail Management.
Levy, Sidney. 1980. "Aesthetic Attributes and Arts Consumers." In Marketing in the Arts, edited by Michael P. Mokwa, William M. Dawson and E. Arthur Prieve, Praeger Press.
Levy, Sidney. 1976. "Marcology 101, or, the Domain of Marketing." In Proceedings, American Marketing Association.
Reprinted in:
Marketing Theory [edited by SW Brown and RP Fisk], Wiley, 1984.
Levy, Sidney. 1974. "Myth and Meaning in Marketing." In Proceedings, American Marketing Association.
Levy, Sidney. 1974. "Marketing and Aesthetics." In Proceedings, American Marketing Association.
Levy, Sidney. 1973. "The Public Image of Government Agencies." In Conducting the People's Business [edited by Hills, et al], University of Oklahoma.
Levy, Sidney. 1973. "Imagery and Symbolism." In The Dartnell Marketing Manager's Handbook, edited by Steuart Henderson Britt, Dartnell.
Levy, Sidney. 1973. "Focus Group Interviewing." In New Perspectives in Bank Marketing Research, Bank Marketing Association.
Levy, Sidney. 1970. "Promotional Behavior." In Managerial Analysis in marketing, edited by Frederick D. Sturdivant, Scott-Foresman.
Levy, Sidney. 1968. "Mammon and Psyche." In Explorations in Consumer Behavior [edited by Sommers and Kernan], University of Texas: Bureau of Business Research.
Levy, Sidney. 1968. "Making the Changing Scene." In Proceedings, Textiles and Clothing College Teachers.
Levy, Sidney. 1966. "Social Class and Consumer Behavior." In On Knowing the Consumer, edited by Joseph Newman, Wiley.
Reprinted in:
Managerial Marketing Policies and Decisions, edited by Meloan, Smith, and Wheatley, Houghton Mifflin, 1970.
Buyer Behavior, edited by Howard and Ostlund, Knopf, 1973.
Perspectives in Consumer Behavior, edited by Kassarjian and Robertson, Scott-Foresman, 1981.
Levy, Sidney. 1965. "The Behavioral Sciences and the Marketing Curriculum - Segregation vs. Integration." In Proceedings, American Marketing Association.
Levy, Sidney. 1963. "Symbolism and Life Style." In Proceedings, American Marketing Association.
Reprinted in:
Readings in Marketing, edited by Cateora and Richardson, Meredith Publishing Company, 1967.
Perspectives in Marketing Theory, edited by Kernan and Sommers, Appleton-Century Crofts, 1968.
Marketing and its Environment, edited by Scott and Marks, Wadsworth, 1969.
Perspectives in Marketing Management, edited by Sturdivant, Scott-Foresman, 1971.
Levy, Sidney. 1962. "Phases in Changing Interpersonal Relations." In Merrill-Palmer Quarterly of Behavior and Development, Wayne State University Press.
Levy, Sidney. 1959. "Symbols by Which We Buy." In Advancing marketing efficiency, edited by Lynn Stockman, 409-416. Chicago: American Marketing Association.
Reprinted in:
Classics in Consumer Behavior, edited by Boone, Pennwell Corp, 1977.
Levy, Sidney. 1958. "Motivation Research." In Community Organization, 1958 Proceedings, 85th Annual Forum of National Conference on Social Welfa, New York: Columbia Press.
Other
Levy, Sidney. "The Meaning of Work." May.
Books
Levy, Sidney. 1999. Brands, Consumers, Symbols. Thousand Oaks, CA: Sage Publications.
Levy, Sidney. 1994. Marketing Manager's Handbook. Dartnell.
Levy, Sidney and Bobby Calder. 1990. Total Marketing: A Study of Image. Research and Studies Division, US Army Recruiting Command.
Levy, Sidney. 1980. The Symbolic Analysis of Companies, Brands, and Customers, Twelfth Annual Albert Wesley Frey Lecture. University of Pittsburgh.
Levy, Sidney. 1978. Marketplace Behavior. AMACOM.
Levy, Sidney. 1978. Slow-Scan Televideo Communication of Scientific and Technical Information. Northwestern University.
Levy, Sidney and Gerald Zaltman. 1975. Marketing, Society, and Conflict. Prentice-Hall.
Levy, Sidney. 1967. Promotion: A Behavioral View. Prentice-Hall.
Levy, Sidney. 1962. Living With Television. Aldine Press.

 
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