mkt是研究什么的，欢迎大家来科普扫盲

jangle

狭义上，CB主要是指基于experiment对各种消费行为和消费者对各种营销策略反应的研究(这么说，做qualitative的同学不要介意，不过中国人做这块的比较少)
广义上，只要跟消费者行为有关的都可以算CB，JCR发的最多的是experiment，其次是qualitative方法的(主要是UA、UMW、加拿大和北欧的一些学校在做？)，偶尔也发一些quant的（比较近的，如Baohong Sun、Sam Hui等人发的一些）


如zjq所说，CB里最大的一块还是跟social psychology非常紧密的，很多做CB和OB的人也发top psychology journal，发science的也有一些，不过不同人对science的文章评价不一



引用MacInnis and Folkes (2010)的摘要:


Critics within the consumer behavior field have consistently debated three fundamental issues about the field’s defining properties and goals: (1) whether con-sumer behavior should be an independent discipline, (2) what is (and is not) consumer behavior, and (3) whether our field should be interdisciplinary. Taking the perspective of the sociology of science leads us to conclude that (1) consumer behavior is not an independent discipline; (2) consumer behavior is distinguished from other fields by its focus on a consumer role, emphasizing the acquisition, consumption, and disposal of marketplace products, services, and experiences; and (3) consumer behavior is not an interdisciplinary field.