Journal of Marketing Management· 2026Q1
The dispositional dynamics of consumer wisdom in wise and unwise consumption decisions
- 0citations
- Q1SCImago
- 2026year
Short summary
Consumer wisdom is not a fixed trait but a dynamic process shaped by internal capacities interacting with situational, emotional, and contextual factors, as shown by analyzing 130 consumption decisions.
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Key points
- Consumer wisdom is conceptualized as a dynamic interaction between stable internal capacities and situational factors.
- The study analyzed 130 wise and unwise consumption decisions using trait-level measurement and the Critical Incident Technique.
- A dispositional dynamics model of consumer wisdom is proposed, identifying four decision pathways.
- These pathways are linked to distinct regulatory feedback trajectories (reinforcement, calibration, stagnation, erosion).
AI-generated from the title and abstract; the full text is not read.
Abstract
Consumer wisdom has been conceptualised as a stable yet adaptable capacity guiding mindful consumption; prior research has primarily focused on trait-level conceptualisations that offer limited insight into how wisdom is enacted or disrupted in real-world decisions. This study adopts a dispositional perspective, conceptualising consumer wisdom as the dynamic interaction between stable internal capacities and situational, emotional, and contextual conditions. We combine trait-level measurement using the Consumer Wisdom Scale with the Critical Incident Technique to analyse 130 wise and unwise consumption decisions. We propose the dispositional dynamics model of consumer wisdom, which identifies four distinct decision pathways – Deliberate Wisdom, Reflective Adaptation, Opportunistic Wisdom, and Reactive Defeat – through which consumer wisdom is enacted or constrained via distinct regulatory feedback trajectories (reinforcement, calibration, stagnation, and erosion).
The authors' abstract, as published at the source. Journal of Marketing Management, 2026 · DOI ↗
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General Decision SciencesDecision Sciences