This article introduces the consumer job journey as a more holistic perspective by which to understand consumption journeys undertaken to acquire and use goods and services. It aids scholars and managers by helping make evident some key consumer decisions and behaviors that otherwise would be invisible. Four tenets lay the foundation for the concept of a consumer job journey, establishing some key differences relative to a traditional perspective on consumption journeys. A consumer job journey involves a sequence of goal-directed steps (and associated evaluative criteria) in pursuit of an overall job and the consumer actions directed by these steps to acquire, assemble, and integrate market and nonmarket resources. Propositions highlight the consumer’s role as an active project manager who continually adapts their resource configuration given job journey goal priorities, psychological tensions, and disruptions. In combination, the tenets and propositions highlight both research gaps and unique managerial implications.

本文将消费者工作旅程作为一个更全面的视角来介绍，以了解为获取和使用商品和服务而进行的消费旅程。它帮助学者和管理者明确一些关键的消费者决策和行为，否则这些决策和行为是不可见的。四个原则为消费者工作旅程的概念奠定了基础，与传统的消费旅程观点建立了一些关键差异。消费者工作旅程包括一系列以目标为导向的步骤（和相关的评估标准），以追求整体工作，以及由这些步骤指导的消费者行动，以获取、组装和整合市场和非市场资源。提议突出了消费者作为积极的项目经理的角色，他们根据工作旅程目标的优先级、心理压力和中断不断调整他们的资源配置。结合起来，这些原则和主张突出了研究差距和独特的管理意义。