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The past, present, and future of consumer research
Maayan S Malter1, Morris B Holbrook1, Barbara E Kahn2
1Columbia Business School, Columbia University, New York, NY USA.
Marketing Letters
|August 25, 2020
Summary
This study traces the evolution of consumer behavior research, highlighting current shifts in consumption and predicting future trends. It offers insights for generating novel research questions in marketing.
Area of Science:
- Marketing
- Consumer Behavior
- Retailing
Background:
- Consumer behavior research has evolved as a multidisciplinary field within marketing.
- Current changes in retailing and consumption patterns necessitate updated research approaches.
Purpose of the Study:
- To document the historical evolution of research trends in consumer behavior.
- To identify current changes in consumption and retailing.
- To forecast future research directions in the field.
Main Methods:
- Historical documentation of research trends (concepts, methods, aims).
- Analysis of current changes in retailing and consumption.
- Survey of leading scholars for future predictions.
Main Results:
- Consumer behavior research has evolved significantly over time.
- Technological advancements and changing consumer values are key drivers of consumption shifts.
- Scholars predict diverse future research avenues.
Conclusions:
- Understanding consumption phenomena is crucial for generating new research questions.
- The field of consumer behavior is dynamic and influenced by external factors.
- Future research will likely focus on adapting to evolving consumer landscapes and technological integration.
Keywords:
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