Research in Consumer Behaviour: Assessment of the Past and Agenda for the Future

Research on consumer behaviour has prospered leaps and bounds owing to swelling scholarly interest in the dynamic nature of the domain. This paper traces the quantitative evaluation of the knowledge domain of consumer behaviour in retrospect and offers guidelines for future research. We retrieved the data from the Scopus Knowledge Repository. We employ bibliometric analyses, including citation analysis, co-citation analysis, co-word analysis, bibliographic coupling, and co-authorship analysis, to answer the specific research questions using the automated algorithm on the VOSviewer platform. The results indicate that the knowledge domain of consumer behaviour has six major intellectual structures: branding, buying behaviour, technology, social psychology, the service environment, and social media. The findings show that understanding consumer behaviour is a challenging and tedious task as this concept is dynamic and constantly evolving. We propose several research questions that have emerged from science mapping and content analysis.