The consumer decision journey: A literature review of the foundational models and theories and a future perspective

Susana Santos and Helena Martins Gonçalves

Technological Forecasting and Social Change, 2021, vol. 173, issue C

Abstract: The consumer decision journey model has become increasingly important to understand consumer decision-making processes. Although the term originally emerged with Court et al. in 2009, the various current perspectives of the consumer journey suggest the existence of distinct literature and theoretical roots that have yet to be fully explored in detail. The objective of the paper is to semi-systematically review the main theories and models that constitute the foundation on which the consumer journey has evolved. Furthermore, given the lack of academic studies reflecting on the influence of more recent technologies based on artificial intelligence on the consumer journey, this study aims to fill this gap in an attempt to mold further theory development around the consumer journey concept. 74 relevant papers were retrieved mainly from a detailed search on SCOPUS, as well as a backward and forward citation analysis. A thematic analysis resulted in the identification of three literature streams that contribute to the consumer journey literature. This represents a furthering of the theoretical knowledge regarding the consumer journey and its foundations. By also discussing a future perspective, a holistic and comprehensive basis is provided to structure and assist how marketing managers can perceive the consumer decision journey.

Keywords: Consumer decision journey; Classical consumer behavior models; Decision analysis; Hierarchy of effects; Semi-systematic literature review (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:173:y:2021:i:c:s0040162521005503

DOI: 10.1016/j.techfore.2021.121117

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