...Ronald A. Fullerton Purpose The purpose of this paper is to show how 1940s and 1950s motivation research laid the foundations of present day consumer behavior as a discipline. Design/methodology/approach This research uses standard historical methodology – heavy reliance upon primary sources...

...Ben Wooliscroft; Ethan Pancer; Jay Handelman Purpose The purpose of this paper is to explore the historical origins of consumer well‐being as well as the factors that shaped its evolution. Design/methodology/approach The paper presents a review of original publications that highlight classic...

...Douglas B. Ward Purpose The purpose of this paper is to examine the way American businesses and marketers used research to shape the concept of the consumer at the turn of the twentieth century. Design/methodology/approach A historical, cultural approach is used to examine published...