Historizing the present: Research agenda and implications for consumer behavior
提出了“将当下历史化”的概念，即强调当前事件的历史意义，并识别了四种模式。研究探讨了营销者如何利用这一现象，以及其对消费者心理和行为的影响，为未来研究提供了方向。
Abstract This paper conceptualizes the phenomenon of historizing the present , defined as emphasizing the historical significance of present events and treating the present from the perspective of history. The authors identify four modes of historizing the present (emphasizing that: (1) the present will shape history; (2) the present is a unique moment in history; (3) the present will be remembered in history; (4) the present echoes history) and demonstrate how historizing can be employed by marketers of for‐profit and nonprofit organizations in a variety of contexts. The paper examines the psychological implications of appreciating the historical significance of the present and outlines a research agenda for studying the downstream behavioral consequences of historizing the present across diverse substantive consumer domains. It concludes with an examination of the broader societal implications of historizing the present as well as its implications for consumer well‐being.