Potential Contributions From Contemporary Social Science Literature: Expanding Cultural Understanding in Consumer Research

This paper reviews the social sciences to identify theories and concepts that can contribute to research on cultural consumer behavior. A review of the top ten cited journals from five disciplines revealed 323 relevant articles from the last two years that were content analyzed. These works were classified based on cultural dimensions recently studied by social scientists: language and communication; religion and beliefs; ethnicity, race and nationality; family and gender; government and law; and regionalization and globalization. Our study identifies theories, concepts and underexplored phenomena that can advance the field and our understanding of the role of culture.