50 Years of Consumer Behavior: Evolution and Overthrow

In 21st century, the basic structures of business and society have been overthrown by digitization and intellectualization. Changes in consumers are the primary cause of these changes. As the basis of marketing, marketing management, brand management, and strategic management, consumer behavior is facing a big challenge after half century development. There are two main parts in this paper. The first part reviews the evolution of consumer behavior in 50 years, and then the second part gives the sketch of digital consumer behavior which reflects the mutation of consumer behavior. At the end, it makes simple prospects.