Consumer Information Processing and Decision-Making: Origins, Findings, Applications, and Future Directions

Abstract This article chronicles the evolution of the two main paradigms within the Journal of Consumer Research: consumer information processing and behavioral decision-making. The work synthesizes interviews with preeminent scholars who have shaped these paradigms, featuring theoretical developments, key findings, and methodological innovations. This article also connects these perspectives to practical applications in advertising, branding, and retailing and identifies knowledge gaps to be addressed in future consumer research.