Contemporary consumers, societies, and ecologies face many challenges to well-being. Consumer researchers have responded with new attention to what engenders happiness and flourishing, particularly as a function of consuming more wisely. Consumer wisdom has been conceptualized as the pursuit of well-being through the application of six interrelated dimensions: Responsibility, Purpose, Flexibility, Perspective, Reasoning, and Sustainability (Luchs, Mick, and Haws 2020). However, up to now, the roles of marketing management and government policies with respect to enabling and supporting consumer wisdom have not been thoroughly and systematically considered. To do so, we adopt an integrative approach based on a range of theoretical and empirical insights from both wisdom research in the social sciences and in consumer research. We weave those insights into the stages of an expanded version of the circular economy model of the value cycle, within which we also include the traditional four Ps of the marketing mix. This approach allows us to identify how marketing practices and public policies can enable and support consumer wisdom, resulting in advancements to well-being and the common good as well as restorations to the missions and reputations of business and government.

当代的消费者，社会和生态环境面临着许多挑战。消费者研究人员对引起幸福和繁荣的事物给予了新的关注，特别是作为更明智地消费的一种作用。消费者智慧已被概念化为通过六个相互关联的维度追求幸福感：责任，目标，灵活性，远见，推理和可持续性（Luchs，Mick和Haws 2020）。但是，到目前为止，尚未全面系统地考虑营销管理和政府政策在支持和支持消费者智慧方面的作用。为此，我们采用基于社会科学和消费者研究中的智慧研究的一系列理论和经验洞察力的综合方法。我们将这些见解编织到价值周期的循环经济模型的扩展版本的各​​个阶段，其中还包括传统的营销组合的四个P。这种方法使我们能够确定营销实践和公共政策如何能够启用和支持消费者的智慧，从而促进福祉和共同利益的发展，并恢复企业和政府的使命和声誉。