The evolution of consumer decision making: A bibliometric analysis and literature review

This bibliometric review comprehensively examines the evolution of Consumer Decision Making (CDM) research from 1987 to 2024, focusing on integrating Artificial Intelligence (AI) into consumer behavior studies. Analyzing 2,167 articles from the Scopus database, this study delineates the intellectual landscape of CDM, uncovering three primary schools of thought and a significant trajectory of growth in AI-based decision-making research. The investigation reveals a pivotal shift from traditional behavioral and psychological models to advanced technological paradigms, highlighting the increasing incorporation of AI and machine learning in understanding consumer behavior. The review maps the expansion of CDM research across technological and geographical dimensions and introduces an adaptive/bounded rationality framework, proposing a future conceptual direction. The findings underscore a nuanced understanding of consumer decision processes, influenced by technology-driven insights and global research contributions. This study reflects the dynamic nature of consumer decision-making, accentuated by technological advancements and global diversification, offering a valuable perspective for future research in this evolving field.