In recent research on the influence of religious feelings on consumer ethics, concepts are expanding in both religious sentiment and consumer ethics. In terms of religious sentiment, in addition to religious attitudes related to qualitative aspects of devotion, spirituality as an attitude of self-sufficient discovery of the meaning and purpose of life is attracting attention. Consumer ethics has come to include not only psychological standards that discourage anti-social behavior, but also standards of pro-social behavior represented by recycling behavior. And as the concepts of both expand, it becomes difficult to grasp the full picture of the results derived from empirical research.

Therefore, with the aim of proposing a new structural hypothesis, 23 empirical papers on the influence of religious attitudes on consumer ethics were reviewed. As a result, it was revealed that: 1) religious involvement is often used as a concept to operationalize religious attitudes in many studies, and reproducibility of the influence of intrinsic religiosity was especially observed among them; 2) the equivalence between intrinsic religiosity and spirituality was demonstrated in terms of their influence on consumer ethics. Based on these suggestions, a structural hypothesis is proposed.

Brand Experience is supposed to be a key concept for firms in these new consumer consumption settings, such as “non-ownership” or “dematerialization”. Although brand experience has been studied for two decades and more, since the first academic definition of brand experience was proposed, research on its essence still seems insufficient. The author conducted a literature review of 107 relevant articles from 2015 to 2022, succeeding a previous study; a seminal review from 1991 to 2015. The purpose of this paper is to review the current state of the brand experience research and suggest future research directions. The results indicate that research on the impact of brand experience on brand loyalty and other outcomes has reached a plateau, but research on the concept of brand experience itself has not yet advanced. The author then proposed two research agendas for future brand experience research. This study will not only be of material value to the researchers, but will also provide useful insights to brand management practitioners.

This paper reviews the effect of feeling right by fit on consumers. 16 papers that used feeling right as a measurement scale are organized by the marketing mix. Through the review, it was found that 1) the object of feeling right differ between papers, 2)the measurement scale of feeling right differ between papers, 3) feeling right is closely related to processing fluency and engagement.

Time is an important concept in understanding recent consumer behavior. However, time studies on consumer behavior have been fragmented due to different research interests and backgrounds, making it challenging to comprehensively understand time-related consumer behavior. This study considers consumption as part of continuous life activities and scrutinizes the relationship between time and consumer behavior in three analytical levels: life, consumption, and purchasing/ shopping and usage activity levels, considering the “life-system approach.” Directions for future research are presented with three aspects of time, namely, “allocatable or exchangeable resources,” “environment/conditions in which consumption activities occur (context),” and “product attributes.”

In recent years, the importance of research on sexual minorities has increased both socially and academically. Sexual minorities refer to minorities in sexual orientation and gender identity, including lesbian, gay, bisexual, transgender, and queer. In consumer research, sexual minorities have received increasing attention from the perspective of Diversity, Equity & Inclusion. This article provides a systematic review of recent consumer research on sexual minorities to show the latest research trends and future directions. Existing studies can be broadly classified into two groups: studies on sexual minority consumers and studies on marketing stimuli in which sexual minorities appear. The former group of studies deals with consumer behavior specific to sexual minorities compared to heterosexuals. The latter group of studies examines the influence of homosexual images compared to heterosexual images, using advertising as the main subject matter. Future research prospects include diverse sexual minorities, interaction between heterosexual consumers and sexual minority consumers, sexual minorities in marketing activities other than advertising, and medium- and long-term effects.

Time pressure refers to the perceived impatience or stress that consumers experience when making decisions under time constraints. Nowadays, consumers have more opportunities to make decisions under time constraints, and it is necessary to organize the findings of existing studies on the impact of time pressure on consumer behavior. Therefore, this paper provides a comprehensive review of various empirical studies on time pressure. The results of the review revealed two points: the perception of time pressure changes the way consumers process information and make decisions, and it has positive and negative effects on perception formation and purchase intentions toward the product. We also discuss possible factors that contribute to the mix of positive and negative impacts: perceived risk due to product and perceived risk for the time constraint itself.