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<p>Consumer psychology (CP) is a branch of social psychology that examines consumers’ market behaviors. Differentiating between consumer psychology and general consumer behavior can be challenging. According to available research, a comprehensive systematic literature review, specifically targeting CP has not yet been conducted using an extensive theory development approach like the scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR) method. This study is purposed to close this crevice in research by answering the queries: What theories, theoretical constructs, concepts, contexts, and methodologies are explored in the existing CP literature? What gaps currently exist in CP research? What are the potential future research directions in CP? The review analyzed 44 journal articles published between 2018 and 2023, selected based on the SPAR-4-SLR procedure and the theory–context–characteristics–methodology outline. The review identified key journals and articles, prevalent theoretical and methodological approaches, contexts, and dominant themes in CP literature. Additionally, it proposes an innovative organizing framework to advance theory in the field. Also, the study has important implications for policy, practice, and future research.</p>

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Insights from half a decade of consumer psychology research

  • 期刊论文

  • 发表日期：

    2026年1月28日

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  • Samuel Narh Dorhetso

摘要

Consumer psychology (CP) is a branch of social psychology that examines consumers’ market behaviors. Differentiating between consumer psychology and general consumer behavior can be challenging. According to available research, a comprehensive systematic literature review, specifically targeting CP has not yet been conducted using an extensive theory development approach like the scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR) method. This study is purposed to close this crevice in research by answering the queries: What theories, theoretical constructs, concepts, contexts, and methodologies are explored in the existing CP literature? What gaps currently exist in CP research? What are the potential future research directions in CP? The review analyzed 44 journal articles published between 2018 and 2023, selected based on the SPAR-4-SLR procedure and the theory–context–characteristics–methodology outline. The review identified key journals and articles, prevalent theoretical and methodological approaches, contexts, and dominant themes in CP literature. Additionally, it proposes an innovative organizing framework to advance theory in the field. Also, the study has important implications for policy, practice, and future research.