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The past, present, and future of consumer research.
Marketing Letters  (IF2.8),  Pub Date : 2020-06-13, DOI: 10.1007/s11002-020-09526-8
Maayan S Malter,Morris B Holbrook,Barbara E Kahn,Jeffrey R Parker,Donald R Lehmann

In this article, we document the evolution of research trends (concepts, methods, and aims) within the field of consumer behavior, from the time of its early development to the present day, as a multidisciplinary area of research within marketing. We describe current changes in retailing and real-world consumption and offer suggestions on how to use observations of consumption phenomena to generate new and interesting consumer behavior research questions. Consumption continues to change with technological advancements and shifts in consumers’ values and goals. We cannot know the exact shape of things to come, but we polled a sample of leading scholars and summarize their predictions on where the field may be headed in the next twenty years.