ABSTRACT

When Michael Solomon invited me to contribute to this volume, he suggested that I might tell what I think a scholar in the field of Consumer Behavior (CB) should know about what has been done, and what needs to be done in the future. I appreciate the generosity of the invitation. I will take his suggestion as a mandate and try to fulfill it. In doing so I will explain what I think is the domain of the study of consumer behavior, how it has been studied in the past, and how my own awareness and study of consumption came about. Then I will note the current nature of such study and where it might go.