Journal of Consumer Behaviour
Scope & Guideline
Transforming Research into Real-World Insights
Introduction
Aims and Scopes
- Consumer Decision-Making Processes:
The journal focuses on the cognitive and emotional processes that drive consumer decisions, including the roles of motivation, perception, and social influences. - Impact of Digital Technologies:
A significant area of research includes how digital technologies, such as social media and e-commerce platforms, shape consumer behavior and brand interactions. - Sustainability and Ethical Consumption:
The journal explores themes related to sustainable consumption practices, environmental values, and the impact of corporate social responsibility on consumer choices. - Cultural and Social Influences:
Research often examines how cultural, social, and demographic factors influence consumer behavior, particularly in context-specific settings. - Psychological and Neuromarketing Insights:
The journal integrates psychological theories and neuromarketing techniques to understand consumer emotions and behaviors, contributing to the field's theoretical depth. - Brand Relationships and Identity:
Explorations of how consumers form relationships with brands, including brand loyalty, authenticity, and the influence of social identity on consumption.
Trending and Emerging
- Metaverse and Virtual Consumption:
A growing number of studies are exploring consumer behaviors within virtual environments, including avatar identification and the implications of immersive experiences on purchasing decisions. - Artificial Intelligence and Consumer Interaction:
Research on the impact of AI technologies on consumer behavior, including chatbots and personalized marketing, is trending as brands increasingly adopt these innovations. - Health and Well-Being:
Themes surrounding consumer health, wellness, and the psychological impacts of consumption choices have gained prominence, particularly in the context of post-COVID-19 behaviors. - Social Media Influence and Engagement:
The role of social media influencers in shaping consumer preferences and behaviors is a rapidly emerging area of study, reflecting the changing dynamics of marketing. - Sustainability and Ethical Consumerism:
There is a notable increase in research focused on sustainability, eco-friendly products, and the motivations driving ethical consumption among consumers. - Consumer Emotions and Experience:
Research is increasingly delving into the emotional aspects of consumer experiences, including how feelings influence purchasing decisions and brand perceptions.
Declining or Waning
- Traditional Marketing Strategies:
There is a noticeable decline in research focused on traditional marketing strategies as the emphasis shifts towards digital and experiential marketing approaches. - Static Consumer Demographics:
Research that solely examines static demographic factors (such as age or gender) without considering dynamic socio-cultural influences is becoming less frequent. - Consumer Loyalty Programs:
Studies specifically addressing the effectiveness of traditional consumer loyalty programs are waning, with more focus shifting to holistic customer experience and engagement strategies. - Basic Consumer Behavior Models:
Simplistic models of consumer behavior that do not account for the complexities of modern consumer interactions are being replaced by more nuanced frameworks. - Passive Consumption:
Themes centered on passive consumption habits are declining as research increasingly focuses on active consumer engagement and participation in brand narratives.
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