Malter Maayan S, Holbrook Morris B, Kahn Barbara E, Parker Jeffrey R, Lehmann Donald R
Columbia Business School, Columbia University, New York, NY USA.
The Wharton School, University of Pennsylvania, Philadelphia, PA USA.
Mark Lett. 2020;31(2-3):137-149. doi: 10.1007/s11002-020-09526-8. Epub 2020 Jun 13.
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.
在本文中，我们记录了消费者行为领域内研究趋势（概念、方法和目标）的演变，从其早期发展至今，该领域作为市场营销中的一个多学科研究领域。我们描述了零售业和现实世界消费的当前变化，并就如何利用消费现象的观察结果来提出新的、有趣的消费者行为研究问题提供建议。随着技术进步以及消费者价值观和目标的转变，消费持续变化。我们无法确切知晓未来事物的具体形态，但我们对一批顶尖学者进行了调查，并总结了他们对该领域未来二十年发展方向的预测。
