‘Inside’ versus ‘Outside’ Trends in Consumer Research

Given its multi-faceted nature, consumer research has evinced interest from scholars both within and outside the marketing domain, resulting in ongoing knowledge contributions a diverse range of disciplines. We conduct comprehensive review comparison across (“inside”) non-marketing (“outside”) disciplines to identify which topics are most least focused on each disciplinary domain emerging as impactful. also (FT50) journals at forefront cutting-edge demonstrate their progression impactful field. Based our findings, we key gaps under-researched areas substantive interest, highlight where could offer unique perspectives, provide concrete suggestions directions further progress stimulate research.