Editorial overview: Consumer behavior

The field of consumer behavior addresses a rich array of basic and applied issues of interest to a wide range of scholars. The present collection of 30 articles reviews state of the art research in four broad domains of consumer behavior including: firstly, perception (e.g. aesthetics, attitudes, brands, judgement and decision-making, metacognition, numbers, sensory marketing); secondly, goals and motivation (e.g. evolutionary motives, identity, intertemporal tradeoffs, goals, materialism, self-control); thirdly, interpersonal processes (e.g. collaborative consumption, consumer-brand relationships, power, prosocial consumer behavior, service failures); and finally, societal level issues (e.g. corporate social responsibility, culture and diversity, environmentalism, health behavior, social media marketing and the digital self). As a set, these reviews highlight the exciting, dynamic, and far reaching nature of consumer behavior.