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Over the past 50 years, the discipline of marketing and the body of marketing knowledge associated with it have made enormous advances. In 1955, only two well-recog-nized marketing journals existed: Journal of Marketing and Journal of Retailing. The articles published in these two publications, with a few exceptions, tended to be highly descriptive and focused on the institutional dimensions of marketing practice. The domains of consumer research and quantitative marketing that now dominate much of market-ing scholarship were still embryonic and not yet recognized as the disciplined, theory-based approaches to scholarship and marketing practice that they have become. It was in 1956 that Wendell Smith wrote the first aca-demic article that suggested that consumers differ on important dimensions. This important article, the first on