Consumer Research in the 2000s and 2010s: A Quantitative Assessment and Qualitative Review

Abstract: This thesis presents and analyses the results of a bibliometric mapping study of the field of consumer research between 2000 and 2019, aiming to provide a simultaneously descriptive and analytical account of consumer research that identifies the overall structure of the field, as well as the major sub-specializations within it. By utilizing Pierre Bourdieu’s social theory and sociology of science, I analyse the central tendencies exhibited by consumer researchers with regards to the conventions they follow, the literatures they draw from and the way they relate to each other’s texts. My empirical material is made up of bibliometric datasets relating to article publishing in a sample of academic journals specific to consumer research, which I analyse by utilizing the visualization of similarities (VOS) mapping technique and its associated software VOSviewer. After providing sections on previous studies, my theoretical framework, and the methodology I utilize, I present and analyse my findings, wherein I identify several trends within consumer research for the 2000–2019 period. I find that the field is largely split into two main camps, where one focuses on identifying causalities in individual consumer behaviour and the other focuses on social and cultural aspects of consumption. The gap between these two camps increases when comparing the 2000s to the 2010s. I also identify several prominent authorships and articles within consumer research and highlight the strategies by which these achieved prestige within the field, as well as provide a stylized map of the field.