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Professor Holbrook has taught marketing strategy, sales management, consumer behavior, and commercial communication in the culture of consumption. He has conducted research on the validity of perceptual and preference mapping and on consumer aesthetics applied to responses toward radio listening, jazz recordings, and classical music. His current research studies consumption experiences, nostalgia, communication effects, semiotics, and hermeneutics in marketing, as well as symbolic consumption in works of art, interpretive methods, techniques of visual representation, and aspects of consumer responses to pop culture and entertainment.

Taste versus the Market: An Extension of Research on the Consumption of Popular Culture In Journal of Consumer Research (2007)
Author(s): Morris Holbrook

Disentangling Effacement, Omnivore, and Distinction Effects on the Consumption of Cultural Activities: An Illustration In Marketing Letters (2002)
Author(s): Morris Holbrook, Michael Weiss, John Habich

The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty In Journal of Marketing (2001)
Author(s): Arjun Chaudhuri, Morris Holbrook

The Myth of Creative Advertising Design: Theory, Process, and Outcome In Journal of Advertising (2001)
Author(s): Gita Johar, Morris Holbrook, Barbara Stern

Popular Appeal Versus Expert Judgments of Motion Pictures In Journal of Consumer Research (1999)
Author(s): Morris Holbrook

Thinking About Values in Prospect and Retrospect: Maximizing Experienced Utility In Marketing Letters (1997)
Author(s): Joel Huber, John Lynch, Kim Corfman, Jack Feldman, Morris Holbrook, Bertrand Munier, David Schkade, Itamar Simonson

Industrial Purchasing Behavior: A Reappraisal In Journal of Business Administration (1972)
Author(s): Noel Capon, Morris Holbrook, James Hulbert

Industrial Purchasing Behavior: Some Final Comments In Journal of Business Administration (1972)
Author(s): Noel Capon, Morris Holbrook, James Hulbert