11568 
1808621世纪数字化、智能化正在颠覆商业和社会基础结构，消费者的改变是变化之根本原因。消费者行为学作为营销学、营销管理、品牌管理、战略管理的基础，经历了半个世纪的发展，正面临重大的挑战。本文主要分为两大部分，首先简要回顾和评论了消费者行为学50年的演化，再集中勾画了处在突变中的消费者行为学——数字化消费者行为学的轮廓。最后，文章进行了扼要的展望。
消费者行为学50年：演化与颠覆
摘要
参考文献
1 埃森哲. 赢得并留住数字消费者[R]. 2013.
2 埃森哲. 中国消费者的数字化生存[R]. 2014.
3 波士顿咨询（BCG）. The Chinese digital consumer in a multichannel world[R]. 2014.
4 曹虎, 王赛, 乔林, 等. 数字时代的营销战略[M]. 北京: 机械工业出版社, 2017.
5 丹·艾瑞里著, 赵德亮, 夏蓓洁译. 怪诞行为学[M]. 北京: 中信出版社, 2010.
6 德尔·I. 霍金斯, 罗格·J. 贝斯特, 肯尼斯·A. 科尼著, 符国群译. 消费者行为学[M]. 第8版. 北京: 机械工业出版社, 2002: 前言.
7 凯文·莱恩·凯勒著, 卢泰宏, 吴水龙译. 战略品牌管理[M]. 第3版. 北京: 中国人民大学出版社, 2009.
8 卢泰宏, 周懿瑾. 消费者行为学——中国消费者透视[M]. 第2版. 北京: 中国人民大学出版社, 2015.
9 麦肯锡. iConsumer 2015中国数字消费者调查报告: 对选择和变化日益强烈的渴望[R]. 2015.
10 莫文J. C. , 米勒M. S. 著, 符国群译. 消费者行为学[M]. 第4版. 北京: 清华大学出版社, 2003: 3.
11 尼葛洛庞帝著, 胡泳, 范海燕译. 数字化生存[M]. 海口: 海南出版社, 1997.
12 尼古拉斯·克里思达基斯, 詹姆斯·富勒著, 简学译. 大连接[M]. 北京: 中国人民大学出版社, 2013.
13 特蕾西·塔腾, 迈克尔·所罗门著, 李季, 宋尚哲译. 社会化媒体营销[M]. 北京: 中国人民大学出版社, 2014: 20–23.
14 汪丁丁. 行为经济学要义[M]. 上海: 上海人民出版社, 2015.
15 郑毓煌. 理性的非理性[M]. 北京: 中国商业出版社, 2013.
16 迈克尔·R. 所罗门著, 卢泰宏, 杨晓燕译. 消费者行为学[M]. 第10版. 北京: 中国人民大学出版社, 2014.
17 Ajzen I. From intentions to actions: A theory of planned behavior[A]. Kuhl J, Beckmann J. Action control[C]. Berlin Heidelberg: Springer, 1985: 11–39.
18 Ajzen I. The theory of planned behavior[J]. Organizational Behavior and Human Decision Processes, 1991, 50（2）: 179–211. DOI:10.1016/0749-5978(91)90020-T
19 Arnould E J, Thompson C G. Consumer culture theory （CCT）: Twenty years of research[J]. Journal of Consumer Research, 2005, 31（4）: 868–882. DOI:10.1086/jcr.2005.31.issue-4
20 Baker M J, Saren M. Marketing theory: A student text[M]. London: SAGE, 2010: 263–268; 272.
21 Bartels R. The history of marketing thought[M]. 3rd ed. Columbus: Publishing Horizons, 1988: 194–198.
22 Blackwell R D, Miniard P W, Engel J F. Consumer behavior[M]. 9th ed. Ft. Worth, TX: Harcourt College Publishers, 2001.
23 Carter B, Brooks G, Catalano F, et al. Digital marketing for dummies[M]. Chichester, United Kingdom: John Wiley & Sons, 2007.
24 Charmonman S, Chorpothong N. Digital lifestyle and the road ahead[J]. The International Journal of the Computer, the Internet and Management, 2005, 13（SP3）: 2.1–2.8.
25 Clark L H. Consumer behavior volume Ⅱ the life cycle and consumer behavior[M]. New York: New York University Press, 1955.
26 Clark L H. Consumer behavior: Research on consumer reactions[M]. NY: Harper & Brothers, 1958.
27 Court D, Elzinga D, Mulder S, et al. The consumer decision journey[J]. McKinsey Quarterly, 2009, 3（3）: 1–11.
28 Edelman D C. Branding in the digital age[J]. Harvard Business Review, 2010, 88（12）: 62–69.
29 Engel J F, Kollat D T, Blackwell R D. Consumer behavior[M]. New York: Holt, Rinehart & Winston, 1968.
30 Fullerton R A. The birth of consumer behavior: Motivation research in the 1940s and 1950s[J]. Journal of Historical Research in Marketing, 2013, 5（2）: 212–222. DOI:10.1108/17557501311316833
31 Hawkins D I, Mothersbaugh D L. Consumer behavior: Building marketing strategy[M]. 12th ed. New York: McGraw-Hill/Irwin, 2012.
32 Helgeson J G, Mager J, Kluge E A. Consumer research: Some history, trends, and thoughts[A]. Sheth J N, Tan C T. Historical perspective in consumer research: National and international perspectives[C]. Singapore: Association for Consumer Research, 1985: 155–159.
33 Howard J A. Consumer behavior: Application of theory[M]. New York: McGraw-Hill, 1977.
34 Howard J A, Sheth J N. The theory of buyer behavior[M]. New York: John Wiley and Sons, 1969.
35 Hirschman E C. Humanistic inquiry in marketing research: Philosophy, method, and criteria[J]. Journal of Marketing Research, 1986, 23（3）: 237–249. DOI:10.2307/3151482
36 Hudson L A, Ozanne J L. Alternative ways of seeking knowledge in consumer research[J]. Journal of Consumer Research, 1998, 14（4）: 508–521.
37 Kollat D T, Blackwell R D, Engel J F. The current status of consumer research: Developments during the 1968-1972 period[A]. Venkatesan M. Advances in consumer research[C]. Ann Arbor, Michigan: Association for Consumer Research, 1972, 3: 576–585.
38 Kotler P T, Armstrong G. Principles of marketing[M]. 17th ed. Upper Saddle, N. J.: Pearson, 2017.
39 Kotler P, Keller K L. Marketing management[M]. 15th ed. Upper Saddle River, NJ: Pearson, 2015: 623–628.
40 Krishnan B C. Legends in marketing: Jagdish Sheth[M]. India: Sage Publications, 2010.
41 Lawson R. Consumer behavior[A]. Baker M J, Saren M. Marketing theory: A student text[C]. London: SAGE, 2010: 264; 269–270.
42 Leedecker C H. Historical dimensions of consumer research[J]. Historical Archaeology, 1991, 25（2）: 30–45. DOI:10.1007/BF03373513
43 Negroponte N. Being digital[M]. New York, United States: Alfred A. Knopf, Inc., 1995.
44 Rowles D. Digital branding: A complete step-by-step guide to strategy, tactics and measurement[M]. 3rd ed. London: Page, 2014.
45 Ryan D, Jones C. Understanding digital marketing: Marketing strategies for engaging the digital generation[M]. London: Page, 2009.
46 Schiffman L G, Kanuk L L. Consumer behavior[M]. Englewood Cliffs, N. J.: Prentice-Hall, 1978.
47 Schiffman L G, Wisenblit J. Consumer behavior[M]. 11th ed. Englewood Cliffs, N. J.: Pearson-Hall, 2015.
48 Scott W D. The psychology of advertising[M]. Boston: Small, Maynard & Co., 1908.
49 Sirgy J M. Self-concept in consumer behavior: A critical review[J]. Journal of Consumer Research, 1982, 9（3）: 287–300. DOI:10.1086/jcr.1982.9.issue-3
50 Solomon M R. Consumer behavior: Buying, having, and being[M]. 11th ed. Boston: Pearson, 2005.
51 Wang X, Bendle N T, Mai F, et al. The journal of consumer research at 40: A historical analysis[J]. Journal of Consumer Research, 2015, 42（1）: 5–18. DOI:10.1093/jcr/ucv009
引用本文
卢泰宏. 消费者行为学50年：演化与颠覆[J]. 外国经济与管理, 2017, 39(6): 23–38.
导出参考文献，格式为：
