Integrating Consumer Behavior Theories: Understanding Modern Consumer Decision-Making

<em>This paper synthesizes recent consumer behavior research published in the Journal of Consumer Research between 2020-2024, addressing a significant gap in the consistent application of established theories across different contexts. The study examines key theoretical frameworks, including the Theory of Planned Behavior and the Stimulus-Organism-Response model, and their application in understanding modern consumer decision-making. Through a systematic literature review of 105 articles, the research highlights the complex interplay between rational and emotional factors in consumer behavior, the importance of psychological comfort and attachment in product relationships, and the role of framing and context in decision-making. The findings emphasize the need for theory integration, contextual application, and methodological diversity in future consumer research. This synthesis offers a holistic view of consumer behavior, bridging various theoretical approaches to provide a nuanced understanding of how consumers navigate the modern retail landscape.</em>