“Inside” versus “Outside” Trends
Psych 🧠 - 328/500
Hello Reader.
We are back with another study in the field of Marketing. Quick question:
What is it?
This paper analyzes 21 years of research articles, using a technique called topic modeling to automatically identify recurring themes.
The goal is to understand how the field of consumer research is evolving and highlight areas for future research.
Particularly how marketing perspectives can contribute to important emerging topics.
Major findings:
"Outside" topics are gaining traction: Emerging topics like Food Waste, Sustainability, Online Commerce, and technology adoption are increasingly prevalent and impactful in non-marketing journals, offering opportunities for marketing contributions.
Shift in methodological approaches: Marketing journals are increasingly relying on experimental research, while non-marketing journals are more frequently using empirical modeling techniques like data mining and statistical estimation.
Impactful topics within marketing: Word of Mouth is emerging as highly cited topics in marketing journals, suggesting their importance for understanding consumer behavior.
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What do I need to know:
This paper provides a valuable roadmap for the future of consumer research and staying attuned to emerging trends to drive progress and address pressing societal challenges.
Consumer research benefits from a multidisciplinary perspective: Understanding consumer behavior requires insights from both marketing and non-marketing fields.
Marketing can contribute to impactful emerging topics: Applying marketing theories and methods to areas like food waste, sustainability, and technology adoption can expand the field's scope and impact.
Methodological diversity is essential for progress: Embracing a wider range of research methods can unlock new insights and address emerging consumer research questions.
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