Historizing the present: Research agenda and implications for consumer behavior

IF 4 2区管理学 Q2 BUSINESS

Journal of Consumer Psychology Pub Date : 2024-03-12 DOI:10.1002/jcpy.1417

Dafna Goor, Anat Keinan, Nailya Ordabayeva

引用次数: 0

Abstract

This paper conceptualizes the phenomenon of historizing the present, defined as emphasizing the historical significance of present events and treating the present from the perspective of history. The authors identify four modes of historizing the present (emphasizing that: (1) the present will shape history; (2) the present is a unique moment in history; (3) the present will be remembered in history; (4) the present echoes history) and demonstrate how historizing can be employed by marketers of for-profit and nonprofit organizations in a variety of contexts. The paper examines the psychological implications of appreciating the historical significance of the present and outlines a research agenda for studying the downstream behavioral consequences of historizing the present across diverse substantive consumer domains. It concludes with an examination of the broader societal implications of historizing the present as well as its implications for consumer well-being.

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以史为鉴：研究议程和对消费者行为的影响

本文将 "当下历史化 "现象概念化，将其定义为强调当下事件的历史意义，并从历史的角度对待当下。作者指出了将当下历史化的四种模式（强调：(1) 当下将塑造历史；(2) 当下是历史上独一无二的时刻；(3) 当下将被历史铭记；(4) 当下呼应历史），并展示了营利性和非营利性组织的营销人员如何在各种情况下运用历史化。本文探讨了欣赏现在的历史意义所带来的心理影响，并概述了在不同的实质性消费领域研究历史化现在的下游行为后果的研究议程。最后，论文还探讨了将现在历史化的广泛社会意义及其对消费者福祉的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Consumer Psychology Multiple-

CiteScore

8.40

自引率

14.60%

发文量

期刊介绍： The Journal of Consumer Psychology is devoted to psychological perspectives on the study of the consumer. It publishes articles that contribute both theoretically and empirically to an understanding of psychological processes underlying consumers thoughts, feelings, decisions, and behaviors. Areas of emphasis include, but are not limited to, consumer judgment and decision processes, attitude formation and change, reactions to persuasive communications, affective experiences, consumer information processing, consumer-brand relationships, affective, cognitive, and motivational determinants of consumer behavior, family and group decision processes, and cultural and individual differences in consumer behavior.