ABSTRACT
As with most areas of study, the topical focus of contemporary research projects in consumer psychology are not all new. In this chapter, we trace the work of psychologists who can be characterized as pioneers in the eld of consumer psychology. Our review is selective and not exhaustive. Our intention is to illustrate how the training, creativity, and motivation of early researchers provided a signi cant part of the foundation of the eld as we know it today and as re ected by chapters in this volume.
