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.

中文翻译：

---

消费者研究的过去、现在和未来。

在本文中，我们记录了消费者行为领域的研究趋势（概念、方法和目标）的演变，从早期发展到现在，作为营销中的一个多学科研究领域。我们描述了零售和现实世界消费的当前变化，并就如何使用对消费现象的观察来产生新的和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，消费不断发生变化。我们无法知道未来事物的确切形状，但我们对领先学者的样本进行了调查，并总结了他们对未来 20 年该领域可能走向何方的预测。