| Abstract: |
This working paper synthesizes a stream of marketing studies to propose an
integrative framework explaining how contemporary marketing actions shape
consumer outcomes. Across the reviewed studies, a common pattern emerges:
external marketing stimuli do not affect behavior directly; rather, they
operate through internal psychological states such as trust, confidence,
well-being, happiness, attachment, engagement, and brand love. The broader
contribution of this synthesis is threefold. First, it demonstrates that this
research stream is unified by a stimulus–psychology–outcome logic rather than
by separate topical interests. Second, it shows that successful marketing
increasingly depends not only on persuasion but also on consumer well-being,
social meaning, and emotional resonance. Third, it reveals that marketing can
generate both positive and negative consequences, with stress, skepticism,
greenwashing, and brand hate appearing as important counterforces. On this
basis, the paper develops a proposition-based framework and outlines a future
agenda for consumer-centered marketing research in digital and emerging-market
contexts. |