"MAPping the Frontiers: Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion"

Gita Johar, D. Maheswaran, Laura Peracchio

© Journal of Consumer Research, June 2006
Volume: 33 | Pages: 139-49

Publication type: Journal article

Research Archive Topic: Marketing

Abstract

Information processing research published in the Journal of Consumer Research has produced theoretical advances in our understanding of consumer behavior. This article highlights two themes that have emerged in consumer research over the past 15 years. These are the interplay between motivation and cognition and the impact of implicit processes on consumer behavior. We examine these themes in three core areas of information processing research—memory, affect, and persuasion. We also discuss methodological innovations that have enabled theory building and conclude with suggestions for future theoretical work in consumer research.

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