Celebrating 40 years of Consumer Behavior Odyssey

​The Consumer Behavior Odyssey was launched in 1985 as a scholarly movement to rethink how we engage with consumer research. The Odyssey fundamentally reshaped the study of consumption by moving beyond positivist, experimental approaches toward rich, qualitative, and interpretive inquiry. It involved a group of researchers traveling across the United States to observe and document real-world consumption practices using ethnography, interviews, photography, and videography.

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The Odyssey also shows consumption as a cultural, symbolic, and experiential phenomenon embedded in everyday life. Its legacy lies in legitimizing interpretive methods and paving the way for what is now known as Consumer Culture Theory (CCT), expanding the epistemological and methodological boundaries of consumer research. 

We are honored to welcome Russell Belk and Søren Askegaard, two leading figures in consumer research, as keynote speakers to reflect on the Odyssey’s enduring legacy. It also invites a forward-looking dialogue: how can contemporary scholars continue to push boundaries, reimagine methods, and engage consumer research in transformative ways?