Historizing the present: Research agenda and implications for consumer behavior

Goor, D, Keinan, A and Ordabayeva, N (2024) Historizing the present: Research agenda and implications for consumer behavior. Journal of Consumer Psychology. ISSN 1057-7408 (In Press) OPEN ACCESS


This paper conceptualizes the phenomenon of historizing the present, defined as emphasizing the historical significance of present events and treating the present from the perspective of history. The authors identify four modes of historizing the present (emphasizing that: (1) the present will shape history; (2) the present is a unique moment in history; (3) the present will be remembered in history; (4) the present echoes history) and demonstrate how historizing can be employed by marketers of for‐profit and nonprofit organizations in a variety of contexts. The paper examines the psychological implications of appreciating the historical significance of the present and outlines a research agenda for studying the downstream behavioral consequences of historizing the present across diverse substantive consumer domains. It concludes with an examination of the broader societal implications of historizing the present as well as its implications for consumer well‐being.

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Item Type: Article
Subject Areas: Marketing
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© 2024 The Authors. Journal of Consumer Psychology published by Wiley Periodicals LLC on behalf of Society for Consumer Psychology.

This is an article published under the terms of the
Creative Commons CC-BY Attribution Licence which permits use, distribution and reproduction in any medium, provided the original work is properly cited.

Date Deposited: 18 Mar 2024 15:41
Date of first compliant deposit: 18 Mar 2024
Subjects: History
Consumer behaviour
Last Modified: 20 Mar 2024 11:32
URI: https://lbsresearch.london.edu/id/eprint/3662

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