Stalking the Amphisbaena.

Stalking the Amphisbaena appeared in the Journal of Consumer Research in December 1996, written by Sidney J. Levy to mark the twenty-second anniversary of the journal. Taking as its emblem the amphisbaena, the mythical two-headed serpent able to look both backward and forward at once, Levy offered a nostalgic and wide-ranging meditation on the past and future of consumer research, a field he had helped to create. Sidney J. Levy was one of the founding figures of modern marketing thought, professor emeritus of behavioral science in management at Northwestern University's Kellogg School and later chair of marketing at the University of Arizona. His landmark work, including the 1955 essay The Product and the Brand, written with Burleigh Gardner, and his 1959 article Symbols for Sale, introduced the idea that consumers buy goods for their symbolic meaning as much as their function, reshaping the study of branding and consumer behavior.