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More than 50 years of consumer behavior research: What will the future look like?

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  • Kahn, Barbara E.
  • Wilson, Anne V.

Abstract

To understand how consumer behavior research has evolved and what the future might hold, we first summarize the intellectual trajectory of scholarship in the area and briefly describe the research paradigms that developed over time. We report on the trends in research topics over the years and the “hot topics” projected for the near future. We also discuss the internal and external forces that fundamentally shape research and scholars. These forces provide both constraints and opportunities that will define the future of the field. We predict that some forces, unfortunately, incentivize scholars to examine more minor, less influential research questions. However, new sources of data and areas of inquiry are simultaneously providing opportunities for innovation and creativity in exploring how consumer behavior will change or evolve in response to macroeconomic factors, such as social issues, political movements, or rapid technological advances.

Suggested Citation

  • Kahn, Barbara E. & Wilson, Anne V., 2025. "More than 50 years of consumer behavior research: What will the future look like?," Journal of Business Research, Elsevier, vol. 186(C).
    • Handle: RePEc:eee:jbrese:v:186:y:2025:i:c:s0148296324005319
    DOI: 10.1016/j.jbusres.2024.115027
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