Received: 25 November 2021 | Accepted: 23 February 2024

DOI: 10.1002/jcpy.1417

R E SEA RCH A RTICLE

Historizing the present: Research agenda and implications for

consumer behavior

Dafna Goor1 | Anat Keinan2 | Nailya Ordabayeva3

1
London Business School, London, UK Abstract
2
Questrom School of Business, Boston This paper conceptualizes the phenomenon of historizing the present, defined as
University, Boston, Massachusetts, USA
3
emphasizing the historical significance of present events and treating the present
Tuck School of Business, Dartmouth
College, Hanover, New Hampshire, USA
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
Correspondence moment in history; (3) the present will be remembered in history; (4) the present
Dafna Goor, London Business School,
Regent's Park, London, NW1 4SA, UK.
echoes history) and demonstrate how historizing can be employed by marketers of
Email: [email protected] 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.

K EY WOR DS
collective action, ethical consumption, experiential consumption, history, political consumption, self
and identity, social movements, sustainability

I N T RODUC T ION phenomenon is relevant to a variety of consumer-­related

contexts and substantive marketing phenomena.
Contemporary consumer culture and recent popular We define historizing the present as emphasizing the
trends such as wellness and mindfulness idealize being historical significance of present events and viewing the
in the moment and focusing purely on the here and present from the perspective of history, and we introduce
now. Accordingly, marketers often encourage consum- a framework that identifies four modes of historizing
ers to seize the day and be fully present, rather than the present. Specifically, historizing can be done by em-
dwell on the past or think about the future (Black, 2015; phasizing how: (1) the present will shape history; (2) the
Ehrenreich, 2009; Haws & Poynor, 2008; Keinan & present is a unique moment in history; (3) the present
Kivetz, 2008; Levin, 2017; Smalley & Winston, 2022; will be remembered in history; (4) the present echoes his-
Tolle, 2004; Zauberman & Urminsky, 2016). tory. Historizing the present includes messages, slogans,
In this research, we examine an opposite type of rhet- and expressions such as “history in the making,” “will
oric that can be effectively used by marketers of for-­profit be written in the history books,” “this is a historic mo-
and nonprofit organizations alike—one that emphasizes ment,” “will alter the course of history,” “will go down
historical awareness and contextualizes present events in history” “shaping/making history,” “we are living
within a broader historical perspective. We conceptu- through history,” “unparalleled in history,” “a historic
alize this phenomenon as historizing the present. While first” and “be part of history.”
historizing the present has mostly been used in politi- We illustrate each mode of historizing the present in
cal discourse and campaigns, we demonstrate how this an analysis of 156 famous speeches by prominent leaders

Accepted by Lauren Block, Editor; Associate Editor, Melissa Bublitz

This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium,
provided the original work is properly cited.
© 2024 The Authors. Journal of Consumer Psychology published by Wiley Periodicals LLC on behalf of Society for Consumer Psychology.

98 | wileyonlinelibrary.com/journal/jcpy
 J Consum Psychol. 2025;35:98–120.
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HISTORIZING THE PRESENT    | 99

and U.S. presidential nominees in 34 elections. We then the present can be communicated through various vehi-
discuss the psychological consequences and mechanisms cles and media, including advertising campaigns, press
through which historizing the present can impact con- releases, social media posts and videos, public speeches,
sumers, including meaningfulness, solidarity and be- slogans, protest signs and posters, calls for action by
longingness, scarcity, creating a sense of urgency, moral nonprofits, social movements, and political candidates,
obligation, and efficacy and empowerment. Importantly, press interviews, manifestos and written statements,
we explore the behavioral implications of historizing the songs, art, and literature. Iconic phrases that historize
present across a series of prevalent consumer-­relevant the present include expressions such as “making the his-
substantive domains, including new product adoption, tory of tomorrow,” “this is history in the making,” “his-
experiential consumption, documentation, nostalgic tory has its eyes on you,” “today is a historic day,” “never
consumption, sustainable consumption, prosocial be- before in history,” “history will not forget,” and “we are
havior, social movements and civic action, and political living through history” (see Table 1). What these phrases
consumption. Building on the proposed framework, we have in common is framing present events as being im-
outline future research questions for empirically study- portant in the context of history.
ing the impact of historizing the present. In the general To systematically examine the phenomenon of his-
discussion, we highlight the broader societal implica- torizing the present, we build on frameworks that
tions of historizing the present as well as its implications consider criteria that observers may use to judge the his-
for consumer well-­being, managers, policy makers, edu- torical significance of past events (e.g., Bradshaw, 2006;
cators, and scholars. Counsell, 2004; Hunt, 2000; Lévesque, 2008;
Partington, 1980; Phillips, 2002; Seixas, 1997; Smith, 2022).
While these criteria focus on how people assess past
H I STOR I Z I NG T H E PR E SE N T events and do not consider how present events are histor-
ized, they can offer insight into aspects of an event that
We conceptualize historizing the present as emphasizing may shape observer perceptions of present events from a
the historical significance of present events and viewing historic perspective. Historical significance pertains to
the present from the perspective of history. Historizing the importance that lay people and historians assign to

TA BL E 1 Modes of historizing the present and how they are communicated.

Modes of historizing the present Description of modes and examples of how they can be communicated

The present will shape history Emphasizing how present events will impact history (in magnitude or consequences) or will
change the course of history (long-­term durable impact):
• Today we are making history
• Let's make history
• Shaping history together
• This will change the course of history; make the history of tomorrow; you shape history
every time you vote
The present is a unique moment in history Framing present events as novel, unique, or unusual:
• Never before in history; for the first time in history
• Once in a lifetime; once in a generation
• A historic first or last
• Never before; never done before; never happened before
• Unparalleled in history; historical precedent
• A special moment in history; only a few in history
• This is a truly historic day/time/moment
The present will be remembered in history Emphasizing how the present (event, actors, and their actions) will be remembered in history:
• History will not forget; historians will recall
• How will history remember you?
• History has its eyes on you; history will judge you
• Be on the right side of history. Which side of history will you be on? Where were you on the
day of the event?
• Will go down in history as
• When the history of our times is written
The present echoes history Making allegories and drawing parallels to other historic events:
• Labeling the event as [previous event] #2
• Comparing present to historic event: history is repeating itself; as big as; similar to;
reminds me of; is happening again. This is how [a past historic event] started
• Discussing how the event relates to other historic events
• Lessons from history
• History teaches us
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100 |    GOOR et al.

certain past events. Historians cannot study everything in the present. Past events can be considered significant
that has happened in the past; instead, they focus on a in the present because people recognize that they apply
selection of past events they consider to be significant to a current situation. People may make analogies and
(Bergman, 2020; Harcourt et al., 2011). Thus, historical connect experiences and events across time and space
significance is not necessarily an objective property of and may look back to see how others dealt with similar
an event, but rather the result of interpretation and judg- circumstances in the past.
ment (Counsell, 2004). Accordingly, different individu- Adapting these four criteria for judging past events
als and groups may view different events as historically as historic to describing and framing ongoing present
important. events, we identify four ways of emphasizing the histor-
Specifically, the extent to which an event is considered ical significance of a current event: (1) the present will
to be historic may vary across generations and ethnic shape history; (2) the present is a unique moment in his-
groups. For example, a 2016 survey asked Americans to tory; (3) the present will be remembered in history; and
list the top 10 historic events that occurred during their (4) the present echoes history. See Table 1 for examples of
lifetime that they thought “have had the greatest im- relevant expressions that communicate each of the four
pact on the country” (Pew Research Center, 2016). The modes of historizing the present. Below we describe each
majority of Americans mentioned September 11, 2001 of these modes in detail and illustrate them with relevant
(9/11), and the 2008 election of Barack Obama as U.S. quotes.
President. Interestingly, African American respondents
were more likely to rate Obama's election as the great-
est historic event in their lifetime compared to White or The present will shape history
Hispanic respondents. Similarly, the civil rights move-
ment ranked third—after Obama's election and 9/11— This mode of historizing the present emphasizes that the
on the list of the most significant events for African current event will impact and change the future in sig-
American respondents, but it was absent from the top 10 nificant ways and will thereby shape history. Common
list for White respondents. Rankings of historic events examples include phrases such as, “today we are making
may also vary across generations. For example, the U.S. history,” “shaping history,” “this will change/alter the
Supreme Court decision to legalize gay marriage made course of history,” “pivotal / critical moment in history,”
millennials' top 10 list, but was only occasionally men- “facing historic choice/turning point/junction,” and
tioned by Gen Xers and baby boomers. “making the history of tomorrow.” For example, “The
Historic events occur in different domains (politics, work of today is the history of tomorrow, and we are its
society, culture, economy and business, religion, na- makers” (Juliette Gordon Low, founder of Girl Scouts,
ture, and environment, science and technology) and 1860); “Roll up your sleeves, set your mind to making
vary along several dimensions, including valence (pos- history” (Carrie Chapman Catt, American leader in
itive vs. negative), duration (short vs. long), scope (local women's suffrage movement, 1913); “It is from number-
vs. global), expectation and agency (expected vs. unex- less diverse acts of courage and belief that human history
pected, planned vs. unplanned), and cause (human vs. is shaped” (Robert F. Kennedy, 1960); “We never hide
natural). What they all have in common is the impor- from history. We make history” (John McCain, 2008);
tance lay people and historians assign to them. “The main thing is to make history, not to write it” (Otto
Specifically, historical significance frameworks von Bismarck); “A small body of determined spirits fired
(e.g., Bradshaw, 2006; Counsell, 2004; Hunt, 2000; by an unquenchable faith in their mission can alter the
Lévesque, 2008; Partington, 1980; Phillips, 2002; course of history” (Mahatma Gandhi); “Make history or
Seixas, 1997; Smith, 2022) largely converge around four be part of it” (Phil Knight, CEO of Nike).
main aspects that contribute to a past event's historical
significance: impact, novelty, memory, and relevance.
(1) Impact: Events are more likely to be considered sig- The present is a unique moment in history
nificant if they had a momentous and long-­lasting im-
pact and resulted in significant change or consequences. This mode of historizing the present emphasizes the
The more people are affected by an event and the more novel, unique, or unusual nature of the present mo-
deeply people's lives are impacted by an event, the more ment and includes expressions such as, “never before
significant an event is considered to be. (2) Novelty and in history,” “for the first time in history,” “once in a
uniqueness: Events that are new, unusual or unique, lifetime,” “once in a generation,” “this is a truly his-
groundbreaking, or never seen before are likely to be toric day/time,” “a historic first/last, historic moment/
considered historic. (3) Memory: Events may be con- landmark/record,” and “on the verge of a historic day.”
sidered significant because they are remembered in a Examples include, “Never before in history has inno-
particular way and become part of a group's or society's vation offered promise of so much to so many in so
collective memory. (4) Relevance: Relevance refers to the short a time” (Bill Gates); “Never before in history
extent to which past events resonate and are applicable have human beings been called on to act collectively in
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HISTORIZING THE PRESENT    | 101

defense of the Earth. Now climate change is our global of historizing include phrases such as, “history teaches
enemy;” (Desmond Tutu) “It will go down in history us,” “history is repeating itself,” “similar to/reminds me
as a turning point for the music industry. This is land- of [a past event],” “this is as big as [a past event],” “this
mark stuff. I can't overestimate it!” (Steve Jobs on the is [a past event] #2,” “[a past event] is happening again,”
iPod and iTunes Music Store, 2003); “For surely this is “this is how [a past event] started,” and “lessons from
the first time in our nation's history that a significant history.” This mode of historizing discusses how a cur-
number of its religious leaders have chosen to move be- rent event relates to other historic events, and it refers to
yond the prophesying of smooth patriotism to the high past historic events or historic figures. It is often meant
grounds of a firm dissent based upon the mandates of to serve as a warning, create awareness for a cause, make
conscience and the reading of history” (Martin Luther a persuasive argument, or mobilize action. For exam-
King, Jr.); “Never before in the history of American ple, “Those that fail to learn from history are doomed
politics has a great issue been fought out as this issue to repeat it” (George Santayana/Winston Churchill);
has been by the voters themselves” (William Jennings “History, despite its wrenching pain, cannot be unlived,
Bryan, 1896). but if faced with courage, need not be lived again” (Maya
Angelou); “What is done cannot be undone, but one can
prevent it happening again” (Anne Frank); “History
The present will be remembered in history doesn't repeat itself, but it often rhymes” (Mark Twain);
“The historical sense involves a perception, not only of
The third mode of historizing the present constitutes the pastness of the past, but of its presence” (T.S. Eliot).
taking the perspective of future observers and emphasiz- To illustrate and examine how these modes of his-
ing how they might view the present moment. Examples torizing the present are manifested in the real world, we
include phrases such as, “history will not forget,” “will analyzed prominent public speeches by U.S. presiden-
go down in history as,” “history has its eyes on you,” “be tial nominees and leaders of social movements. Such
on the right side of history,” “how will history remember speeches seek to arouse and inspire audiences and mo-
you,” “they will ask where were you on this day,” “history bilize collective action to support the speaker's cause
will recall,” and “when historians will recall/when the and promote engagement in civic action. We analyzed a
history of our times is written.” For example, “Difficulty total of 156 speeches. These included 63 speeches avail-
is the excuse history never accepts” (Edward Murrow, able online delivered by U.S. presidential nominees at
American journalist); “We'll go down in history as the their parties' conventions in 34 elections between 1860
first society that wouldn't save itself because it wasn't and 2020, retained in the University of California Santa
cost effective” (Kurt Vonnegut, novelist); “When the his- Barbara repository (presi​dency.​ucsb.​edu; 1860, 1868,
tory of our times is written, will we be remembered as the 1904, 1908, and 1928 were missing speeches by one of
generation that turned our backs in a moment of global the two candidates; 1864, 1872, 1876, 1880, 1884, 1888,
crisis or will it be recorded that we did the right thing?” and 1892 were missing speeches by both candidates).
(Nelson Mandela); “Before history is written down in Since some presidential nominees had been or went on
books, it is written in courage” (George W. Bush); “I feel to become leaders of social movements, some speakers
that when the history of our times can be written, the su- (e.g., John F. Kennedy, Abraham Lincoln, Franklin D.
premely significant record will be the physical, psychic, Roosevelt, Theodore Roosevelt) appeared in both data-
and social changes women have undergone in these excit- bases, though the speeches did not overlap. Additionally,
ing decades” (Amelia Earhart); “History never looks like the analysis also included 93 speeches by leaders of so-
history when you are living through it” (John Gardner); cial movements supporting a wide range of causes (e.g.,
“History, like God, is watching what we do” (Bono, art- anti-­slavery, racial equity, women's rights and suffrage,
ist and activist); “When the history of the war is writ- anti–nuclear proliferation, anti-­ poverty, labor rights,
ten, I wonder to whom the greatest credit will be given; universal human rights, public service, and civic duty)
to the men who went to fight or to the women who are obtained from sojust.​net.
working in a way that many people hardly believed that The analysis revealed that the majority of the speeches
it was possible for them to work” (Lord Derby quoted by (68%) featured at least one instance of historizing the
Carrie Chapman Catt, 1916). present. Speakers who used historizing in their address
did so on average 2.25 times. Importantly, we found ev-
idence for all four modes of historizing the present. Out
The present echoes history of the total of 239 instances, 24% highlight that present
events will significantly change the future and shape his-
The fourth mode of historizing the present draws par- tory, 33% invoke unique and notable milestones, achieve-
allels and analogies between the current moment and ments, and opportunities, 13% take the perspective of
relevant past events to emphasize the significance of pre- future observers and emphasize how they might view
sent events and convey what might happen if action is, the present moment, and 41% draw parallels between the
or is not, taken in the present. Examples of this mode present and relevant past events (the sum exceeds 100%
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102 |    GOOR et al.

T A B L E 2 Quotes from speeches by U.S. presidential nominees

since a few instances invoked multiple modes of histor- and leaders of prominent social movements.
izing the present). Table 2 provides examples of relevant
quotes included in the analysis, illustrating each mode of Modes of historizing the present and quotes from famous speeches
historizing the present. The present will shape history
The analysis highlights the presence of distinct themes Presidential nomination speeches
that reflect the four modes of historizing the present. “Philadelphia is a good city in which to write American history.”
Next, we discuss the psychological consequences and (Franklin D. Roosevelt, 1936)
mechanisms through which historizing the present can “Standing as we do here tonight at this great watershed, this great fork
impact consumers and motivate individual and collec- of history, may we never be silenced, may we never lose our faith in
tive action. These include meaningfulness, solidarity freedom and in the better destiny of man.” (Adlai Stevenson, 1956)
and belongingness, scarcity and rarity, a sense of ur- “For the harsh facts of the matter are that we stand at this frontier at a
gency, moral obligation, and efficacy and empowerment. turning-­point of history.” (John F. Kennedy, 1960)
“We make history tonight—not for ourselves but for the ages.”
(Richard Nixon, 1968)

E X A M I N I NG T H E I M PAC T OF “We are now at the critical point, a turning point in our economic
history of our country.” (Jimmy Carter, 1980)
H I STOR I Z I NG T H E PR E SE N T
“We never hide from history. We make history.” (John McCain, 2008)

Historizing the present can evoke diverse psychologi- Social movement speeches
cal and behavioral consequences, as summarized in “We are now faced with the fact, my friends, that tomorrow is today.
Figure 1. We first discuss the psychological mechanisms We are confronted with the fierce urgency of now. In this unfolding
conundrum of life and history, there is such a thing as being too
by integrating relevant research from consumer behav- late.” (Martin Luther King, Jr., 1957)
ior and related disciplines. We then discuss the behavio-
“For better or for worse, your generation has been appointed by
ral consequences across important substantial domains history to deal with those problems and to lead America toward a
within consumer research. new age.” (Lyndon B. Johnson, 1963)
“At times, history and fate meet at a single time in a single place to
shape a turning point in man's unending search for freedom.”
Psychological consequences of (Lyndon B. Johnson, 1965)

Historizing the present “The choice is ours, and though we might prefer it otherwise, we must
choose in this crucial moment of human history.” (Martin Luther
King, Jr., 1967)
Nardini et al. (2021) and Lteif et al. (2024) propose that
The present is a unique moment in history
consumer research can offer important insights into the
Presidential nomination speeches
motivational, cognitive, and emotional forces that mobi-
lize consumers to take action, both individually and col- “Never before in the history of American politics has a great issue
been fought out as this issue has been by the voters themselves.”
lectively. Building on insights from their frameworks for (William Jennings Bryan, 1896)
understanding consumers' reactions to societal or global
“We are in the midst of the largest and the longest period of peacetime
issues, we investigate the psychological mechanisms that prosperity in our history.” (Lyndon B. Johnson, 1964)
underlie the effect of historizing the present on mobi- “Just to be alive in America, just to be alive at this time is an
lizing consumers' action. We argue that historizing the experience unparalleled in history. Here is where the action is.”
present can intentionally and unintentionally invoke sev- (Richard Nixon, 1972)
eral interesting and powerful psychological mechanisms. “Never before in our history have Americans been called upon to face
These include positive and negative emotions, such as three grave threats to our very existence, any one of which could
destroy us.” (Ronald Reagan, 1980)
hope or fear and despair, pride or guilt and shame, an-
ticipated regret, and fear of missing out (FOMO); as well “We meet at a special moment in history, you and I.” (William Clinton,
1992)
as cognitive and motivational responses such as creating
Social movement speeches
and stressing a sense of urgency, moral obligation and
legacy considerations, identity-­based motivations, soli- “In the long history of the world, only a few generations have been
granted the role of defending freedom in its hour of maximum
darity and belonging, perceived scarcity, purpose mak- danger. I do not shrink from this responsibility – I welcome it.”
ing, and self-­efficacy. (John F. Kennedy, 1961)
We begin by discussing the psychological mech- “I am happy to join with you today in what will go down in history
anisms—meaningfulness, solidarity and belonging, as the greatest demonstration for freedom in the history of our
scarcity and FOMO, a sense of urgency, and moral ob- nation.” (Martin Luther King, Jr., 1963)
ligation—associated with motivating consumers and “And we must rejoice as well, for surely this is the first time in our
compelling them to act (i.e., making them feel like they nation's history that a significant number of its religious leaders
have chosen to move beyond the prophesying of smooth patriotism
want to and have to do something). We then discuss to the high grounds of a firm dissent based upon the mandates
how historizing the present can also make consum- of conscience and the reading of history.” (Martin Luther King,
ers feel more efficacious and able to make an impact. Jr., 1967)
In Table 3, we follow up with an outline of research
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HISTORIZING THE PRESENT    | 103

TA BL E 2 (Continued) TA BL E 2 (Continued)

Modes of historizing the present and quotes from famous speeches Modes of historizing the present and quotes from famous speeches

The present will be remembered in history Social movement speeches

Presidential nomination speeches “History is repeating itself.” (Margaret Chase Smith, 1950)
“History will say that great as was the allied triumph in war, no less a “For thirty centuries history has been iterating and reiterating that,
victory was achieved at the peace table.” (James M. Cox, 1920) in a moral fight, woman is simply dauntless; and we all know,
even with our eyes shut upon Congress and our voters, that, from
“The very soul of America was touched as never before with a fear
the day that Adam ate of the apple and told on Eve, down to the
that our liberties were to be taken away. What America did needs
present day, man, in a moral fight, has pretty uniformly shown
no reiteration here. It is known of all men. History will acclaim it;
himself to be an arrant coward.” (Mark Twain, 1873)
poets will find it an inspiration throughout the ages.” (James M.
Cox, 1920) “The history of mankind is a history of repeated injuries and
usurpations on the part of man toward woman, having in direct
“Had we just papered over the differences between us with empty
object the establishment of an absolute tyranny over her.”
platitudes instead of frank, hard debate we would deserve the
(Elizabeth Cady Stanton, 1848)
contempt of our fellow citizens and the condemnation of history.”
(Hubert H. Humphreys, 1968)
“I believe that historians will recall that 1968 marked the beginning
of the American generation in world history.” (Richard Nixon, directions for examining how these insights could be
1968) applied and studied in various substantive consumer
“When the history of this period is written, I believe it will be recorded domains.
that our most significant contributions to peace resulted from our
trips to Peking and to Moscow.” (Richard Nixon, 1972) “… for
history has made us the leader, and we are obliged by history to
keep the highest standard possible.” (Robert Dole, 1996) Meaningfulness
Social movement speeches
“When the history of the war is written, I wonder to whom the greatest Meaning refers to the interpretation and understand-
credit will be given; to the men who went to fight or to the women ing of an object, an event, or an idea (Baumeister &
who are working in a way that many people hardly believed that Vohs, 2002). In consumers' lives, meaning making is a
it was possible for them to work.” (Lord Derby quoted by Carrie
fundamental need that allows consumers to construe
Chapman Catt, 1916)
coherent narratives of events and experiences and estab-
“With a good conscience our only sure reward, with history the final
judge of our deeds, let us go forth to lead the land we love, asking
lish a sense that the world is predictable and explainable,
His blessing and His help, but knowing that here on earth God's that challenges can be managed, and that aspirations
work must truly be our own.” (John F. Kennedy, 1961) can be achieved (Vohs et al., 2019). Consumers often
“So I ask you to join me in working long hours and nights and ascribe symbolic meaning to products that remind
weekends, if necessary, to pass this bill. And I don't make that them of past experiences or embody their goals and
request lightly, for from the window where I sit with the problems
desires (Belk, 1988; Fournier, 1998), and they imbue
of our country I recognize that from outside this chamber is
the outraged conscience of a nation, the grave concern of many products with meanings that represent social roles and
nations and the harsh judgment of history on our acts.” (Lyndon B. norms (Avery & Keinan, 2015; Kleine III et al., 1993;
Johnson 1965) Wooten, 2006).
The present echoes history Meaningfulness, according to Mead and Williams
Presidential nomination speeches (2023), is the sense that one's life has significance, purpose,
“Whatever its new trappings and new slogans, tyranny is the oldest and and connections beyond the present personal experience,
most discredited rule known to history.” (Franklin D. Roosevelt, either as an individual or as part of a group. Consumers
1940) consider their lives as meaningful when they feel that they
“Because tonight the contest is the same that we have faced at every matter in the world. Such feelings originate from activi-
turning point in history. … between those who have vision…
ties that have implications beyond the self, such as help-
and those who want only to maintain the status quo” (Lyndon B.
Johnson) ing others and praying (Baumeister et al., 2013). To fill
“This dedication to idealism runs through America's history.”
life with purpose, consumers need a sense of mission, a
(Richard Nixon, 1972) prospect of growth, and intentions to achieve their objec-
“Throughout the whole history of this country, we have seen, time and tives. Products can facilitate this sense of purpose and the
time and time again, that when we are united we are unstoppable.” pursuit of meaningful goals. For example, running gear
(William Clinton, 1992) may help with training for a marathon, and a savings ac-
“You have shown what history teaches us – that at defining moments count may facilitate buying a house. Finally, feeling con-
like this one, the change we need doesn't come from Washington. nected to people, places, time, and ideas generates a sense
Change comes to Washington.” (Barack Obama, 2008)
of continuity and increases meaningfulness in one's life
“That's why ‘stronger together’ is not just a lesson from our history,
(Baumeister & Vohs, 2002; Eichinger et al., 2022).
it's not just a slogan for our campaign, it's a guiding principle for
the country we've always been and the future we're going to build, To transcend beyond the present moment and place
a country where the economy works for everyone, not just those at and connect with others, consumers can use products,
the top.” (Hillary Rodham Clinton, 2016) services, and experiences such as dining in restaurants,
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104 |    GOOR et al.

FIGURE 1 Examining the impact of historizing the present.

visiting national sites, and wearing college T-­shirts. situations and events might relate to more than one
Consumers may find meaning even in the most mun- narrative and create tension among different prin-
dane products (Wang et al., 2021). However, mean- ciples, which might create a values gap (Baumeister
ingfulness is reached only when all three components & Vohs, 2002) that, in turn, could lower the sense of
(significance, purpose, connections) are fulfilled. meaning. Considering that most political, environmen-
Therefore, it is no surprise that consumers tend to per- tal, and social issues are multifaceted and complicated,
ceive experiential activities, such as celebrating a grad- future research should investigate how historizing the
uation or volunteering, to be purer sources of meaning present can help consumers navigate these tensions
than activities related to consumption, such as purchas- by shaping their sense of meaning and subsequent
ing a class ring or shopping (Mead & Williams, 2022; behavior.
Weingarten & Goodman, 2021). Consumers also prefer Undoubtedly, meaningfulness has a positive rela-
to savor meaningful experiences over pleasurable ones tionship with well-­b eing. It increases people's sense of
(Carter et al., 2023). This may be because meaningful stability and fulfillment and can help consumers cope
experiences are more likely to facilitate connections with stressful life events (Park & Baumeister, 2017).
with people, places, or processes. Nevertheless, even Pursuing meaning may lead consumers to invest their
everyday products like cookies or dolls can be infused time where they see it matters the most. It would be
with sacred meaning and used in rituals because they interesting to examine the effect of historizing the
are value-­expressive for individuals or because they present on consumers' prioritization of, commitment
increase social cohesion and societal integration (Belk to, and investment in different life domains—includ-
et al., 1989; Wang et al., 2021). ing their interest in material purchases—through the
Historizing the present helps consumers situate cur- pursuit of meaning (Goor et al., 2021). Historizing the
rent events within a larger historical framework and present could increase consumers' brand involvement
offers a sense of continuity beyond the present mo- and loyalty at the same time as it bolsters their quest
ment. It can put present events in a cultural context for societal change and collective action. Such action
and highlight their societal impact, which may influ- can enhance solidarity and belongingness, as discussed
ence consumers' sense of significance and connection. next.
By weaving current events into ongoing personal and
collective narratives, historizing can give consumers
a sense of purpose and direction and contribute to a Solidarity and belonging
sense of meaning (Nardini et al., 2021). In highlighting
a historical context that is larger than any particular Solidarity refers to unity and support among individuals
individual, moment, or location, historizing may em- or groups who share common goals, interests, or values.
power consumers and help them see their role in shap- It involves standing together in times of need, expressing
ing a future narrative. Finally, framing current events empathy and compassion for others, and working collec-
as part of historic collective narratives may increase tively to address shared challenges (for a full definition,
consumers' connection to others with a shared fate. see Chatzidakis et al., 2021). Sociologists and anthropol-
Indeed, meaningfulness increases interpersonal ap- ogists have studied “external solidarity,” which refers to
peal (Stillman et al., 2011). individuals' identification with groups other than their
It would be interesting to examine how historizing own; in contrast, consumer research has mostly focused
the present can affect consumers' need to own prod- on “internal solidarity”—that is, identification and rela-
ucts with symbolic meaning. It would also be interest- tionships among members of the same group that bolster
ing to explore the effect of historizing the present on belonging and commitment to collective goals and ac-
consumers' cause contribution and leadership as well tion (Chatzidakis et al., 2021).
as the likelihood of converting bystanders to upstand- Internal solidarity keeps people united in dif-
ers through the sense of meaning. Notably, complex ferent contexts, through communal life and
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HISTORIZING THE PRESENT    | 105

T A B L E 3 Future directions for examining the impact of TA BL E 3 (Continued)

historizing the present.
Characteristics of Are the different modes of historizing more effective
Modes of Historizing and underlying psychological mechanisms the message in calls for omission vs. commission (i.e., a call
to start or stop doing something; for example,
Modes of Which modes of historizing the present are more “Stop using plastic” vs. “Start using sustainable
historizing effective in impacting each of the psychological materials”)? Are they more effective in calls for
mechanisms (urgency, moral obligation, solidarity, fighting for change vs. resisting change?
scarcity, efficacy, meaningfulness)?
How does the source of a message impact the response
How does the effectiveness of historizing the present to historizing (i.e., internal vs. external objective
compare to other messages for mobilizing action? outsider claiming the event is historic)? Which
How do marketers choose which mode of historizing sources are more credible? Which media are more
to use? effective in communicating historizing messages?
Which modes of historizing are commonly used Examining the behavioral consequences of historizing the present in
together? substantive consumer domains
Underlying Which of the psychological mechanisms are more New product What are the costs and benefits of historizing the
mechanisms effective in mobilizing action? adoption launch of new products? How can historizing the
What additional psychological processes (cognitive, present be effectively used in product launches
affective, and motivational) are associated with to generate awareness and purchase interest?
historizing the present? In which industries are historizing new product
introductions more prevalent and effective? Can
When does historizing the present backfire and historizing the present generate awareness to the
paradoxically create the opposite effect broader impact of new technologies on society?
(helplessness rather than efficacy, polarization Are early adopters more responsive to historizing
rather than solidarity, despair rather than hope)? messages? Can historizing the present overcome or
What are intended and unintended consequences create resistance to new technologies?
of historizing the present?
Experiential Can historizing the present increase consumers'
Moderators and boundary conditions consumption interest in acquiring certain experiences? How
Characteristics of How does historizing the present impact different does historizing the present affect the way in
the consumer consumer segments? What individual differences which people participate in the experience?
influence and predict the response to historizing Does it increase interest in joint consumption?
the present? Does it impact the choice between experiential
What modes of historizing are most effective for and material goods? Can historizing the present
different types of potential audiences (those who impact the perceived value and willingness to
actively or passively support the cause, those who pay for historized experiences? Does it make
are involved or oppose it)? the experiences seem more meaningful? Does
it increase perceived scarcity? What type of
How do consumers' nostalgic tendencies and age shape experiences are historized?
their response to historizing?
Documenting How does historizing the present impact consumers'
What is the role of religiosity? Interdependence? behavior documenting behavior? Does it increase purchase
Moral identity? Political ideology? Do liberals vs. interest in souvenirs? Which modes of historizing
conservatives vary in their response to different are more effective in motivating documentation?
historizing appeals? How does historizing impact the way in which
When historizing relates to a brand or product, what consumers document the event (e.g., photo, video,
is the role of product involvement and familiarity, collecting keepsakes)? Does historizing affect the
brand loyalty, self-­brand connection, and being objective of documenting and disseminating the
part of the brand community? documentation (i.e., the intended audience and
Is historizing the present more appealing to innovators time frame for sharing it), and what aspects of the
and early adopters compared with the late majority event are documented?
and laggards? Are market mavens more likely to Nostalgic Does historizing the present increase interest in
respond to historizing? consumption nostalgic consumption and products related
How do need for uniqueness, time orientation, to past related historic events? Do historic
hyperopic (farsighted) tendencies, and events generate heightened nostalgia? How does
psychological dispositions of optimism vs. historizing current events impact positive and
pessimism impact response to historizing? negative perceptions of the past in comparison
to the present? Does it evoke specific past
Characteristics of Is historizing the present more common and more experiences? Are nostalgic consumers more likely
the context/ effective for positive or negative events? For to historize the present and respond to historizing
cause planned vs. unexpected and spontaneous events? messages?
For continuous vs. one-­t ime occurrences? For
a consensus vs. polarizing cause? For official Prosocial Which of the four modes of historizing the present is
institutionalized vs. grassroots activities? What is behavior more effective in inspiring prosocial acts? How
the role of the objective rarity and impact of the does historizing impact intentions to donate
event? time vs. money, or make first time vs. sustained
contributions? Does the source of historizing
Do historizing messages change over time, in early matter (e.g., official vs. unofficial sources)? How
vs. late stages in the movement, cause, event, does historizing influence motives for donating
organization, or technological innovation? (e.g., altruism, warm glow, gratitude, status and
How does media coverage historize the present? How social recognition, or material gain)?
is historizing different when done to create news
headlines and grab attention vs. to raise awareness
for a cause?

(Continues)
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106 |    GOOR et al.

TA BL E 3 (Continued)
Scarcity and rarity
Sustainable Can historizing the present help overcome the
consumption attitude-­b ehavior gap in sustainable consumption
(translate intention into actions)? Does historizing Scarcity is the state of being in short supply. In mar-
make climate change a more concrete issue? Which keting research, scarcity is defined as a subjective
mode of historizing can best call into attention the
sense of having more needs than available resources
gravity of the “boiling frog syndrome” and create
a heightened sense of urgency? Can focusing on (Mullainathan & Shafir, 2013; Roux et al., 2015).
specific extreme weather events and labeling them Consumer researchers have examined the impact of
as historic generate more awareness?
both objective and perceived scarcity across different
Social movements How have social movements employed the different
resources and domains, including constraints in fi-
and civic modes of historizing the present to mobilize
action collective action? Are there consistencies vs. nancial resources, food, products, and time (Bellezza
differences across various types of social et al., 2017; Blocker et al., 2022; Briers et al., 2006;
movements? Is historizing the present more
Fernbach et al., 2015; Hamilton et al., 2019; Hill, 2008;
effective in mobilizing bystanders or upstanders
who already participate in the movement? Which Inman et al., 1997; Nelson & Morrison, 2005; Shah
modes of historizing are more effective for et al., 2012; Sharma & Alter, 2012; Zhu & Ratner, 2015).
communicating to those who support vs. oppose
Resource scarcity focuses consumers' attention on the
the cause?
focal resource and boosts its perceived value (Shah
Political Can historizing elections encourage people to vote?
ideology and Which modes of historizing are more effective in et al., 2015; Spiller, 2011), and it can bolster various con-
consumption inspiring political engagement? Do liberals and sumer behaviors, such as interest in a wider range of
conservatives historize the present in different
marketing offers (Fan et al., 2019) as well as more crea-
ways? Do they try to evoke different reactions and
emotional responses? Are different political groups tive use of products (Mehta & Zhu, 2016).
more likely to historize the present? How does Framing present events as historic, rare, and unique
historizing impact media consumption and interest
may compel individuals to participate in and contrib-
in political news and debates?
ute to these once in a lifetime special happenings. Such
extraordinary and memorable occurrences may be per-
experiences (Chatzidakis et al., 2021) and rituals (Arnould ceived as “collectable experiences” that people can add
& Thompson, 2005). Candlelight vigils, sharing meals, to their “experiential checklist” or “experiential CV”
organized runs or parades, wearing symbolic colors, or (Bhattacharjee & Mogilner, 2014; Keinan et al., 2019;
simple gestures like kneeling in support for BLM are ex- Keinan & Kivetz, 2011). By increasing a sense of scarcity,
amples of recurring activities or behaviors that consum- historizing the present may create a fear of missing out
ers engage in together or individually to create a sense of (FOMO). When an event seems scarce, rare, or unique
unity or shared identity. Consumers often buy branded (e.g., a historic all-­time record-­breaking sporting event,
products and participate in ritualistic acts in order to such as the Olympics or the World Cup finals, a natu-
belong to brand communities and sustain a sense of sol- ral event such as an eclipse or a meteor shower, an im-
idarity with the group (Belk & Tumbat, 2005; Bellezza portant announcement such as a historic election result),
& Keinan, 2014; Schouten & McAlexander, 1995). consumers may feel compelled to be there when it hap-
Therefore, the feeling of “we”-­ness is strong within brand pens, to be part of the event, experience it in real time, or
communities: community members feel a connection to watch it live on TV (Vosgerau et al., 2006), and will likely
one another, even if they have never met, as they all share remember where they were when it happened or when
a link to something that is bigger and more important they heard about it. A sense of scarcity may motivate a
than themselves. This shared consciousness transcends desire not only to attend the experience and be part of
geographic boundaries (Muniz Jr & O'Guinn, 2001). it, but also to document it with videos, photos, or souve-
When leaders and consumers historize the present, nirs. Historizing the event by referring to it as “a historic
they contextualize contemporary challenges, experi- precedent/a historic first,” “never before in history,” or
ences, and struggles within a broader historical frame- asking “What will you tell your children? Where were
work, which can affect feelings of solidarity in several you on this day?” increases perceptions of scarcity and
ways. Recognizing historical patterns and movements rarity. Marketers use such expressions to sell event tick-
can create a sense of identification with past efforts to ets, souvenirs, and keepsakes and to motivate TV view-
address societal issues. This shared identification can ing and news coverage. Historic media events are often
inspire individuals to unite in collective efforts to bring positive or neutral (e.g., royal weddings and coronations,
about positive change (Nardini et al., 2021). A histori- the first moon landing), but may also be associated with
cal perspective can also reveal the long-­standing com- negative events (e.g., funerals of political figures, a press
mitment of certain groups to social causes, which can conference following tragic events). Even when historic
mobilize trust, collaboration, and action. Moreover, events are devastating, consumers may try to find ways
envisioning how current actions will affect history can to document and commemorate them and consider
increase a sense of shared destiny and thus increase sol- how they want these events to be remembered in the
idarity and a sense of belonging. Some forms of partici- future (Marcoux, 2017). Moreover, while media events
pation may be more passive, as discussed next. merely offer consumers opportunities to participate as
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HISTORIZING THE PRESENT    | 107

spectators, other historic occurrences may allow or re- It would be interesting to examine how the use of dif-
quire more active participation and immediate attention. ferent communication modalities to historize the pres-
ent, such as visual vs. verbal means of communications
(Amit et al., 2009, 2013), or text messages vs. email, can
Sense of urgency affect the sense of urgency (Kaju & Maglio, 2018). Short
messages on social media and WhatsApp groups may
A sense of urgency refers to a state of heightened focus convey more urgency than blog articles and opinion col-
and motivation characterized by a proactive approach umns. Furthermore, consumers may extrapolate from
to addressing challenges and pursuing opportunities. temporal closeness to other dimensions of closeness. For
Urgency increases awareness of the existence and impact instance, messages on X (Twitter) may push consum-
of a current issue, and it involves recognizing the impor- ers to act because they feel not only the need to do so
tance of acting promptly to address a problem, seize an immediately but also to gain greater social closeness to
opportunity, or prevent negative outcomes. The recog- others. Finding ways to create a sense of urgency among
nition that a situation requires immediate attention is consumers is relevant to many social issues and con-
linked to the perception of time sensitivity and a need to sumption contexts. For example, in the context of rais-
act decisively. Urgency ignites the motivation required ing awareness of global warming and the environmental
for change because without it, consumers may be com- consequences of human activity, the task of bolstering a
placent, believing that things are fine as they are and ac- sense of urgency is particularly challenging and crucial
cepting the status quo (Kotter, 1996). (Lteif et al., 2024), and so is elevating consumers' moral
An extreme event can heighten consumers' concerns obligation, as discussed next.
about the issue at hand and their perceptions that the
event is personally relevant. Direct or authoritative calls
for action, such as “climate change now,” can then in- Moral obligation
crease consumers' sense of urgency to act as climate
upstanders (Lteif et al., 2024). Similarly, the act of Moral obligation encompasses a sense of inherent duty
characterizing and interpreting current events and cir- to act rightly, which is driven by one's conscience, rather
cumstances in a historical context can dramatize and than solely by contractual obligations or social rules. It
make the events seem more critical and consequential, generates a sense of personal responsibility to act in ac-
thus eliciting a sense of urgency. Historizing the present cordance with what is ethical, even in the absence of a legal
through comparison to and allegories of past historic mandate (Nelson et al., 2006; Zimmerman, 1996). Moral
events, or by the mere idea that history is in the making, obligation is often considered to be a stable trait that is
can draw attention to the severity of present-­day chal- part of one's moral identity (Aquino & Reed II., 2002;
lenges. Examining how societies responded to past emer- Hart, 2015; Singer, 1981). It therefore shapes one's self-­
gencies—or considering how they might react to recent concept, motivations, and emotional systems (Hardy &
events—in a suboptimal manner may prompt individu- Carlo, 2005; Oyserman, 2007). A personal sense of moral
als to realize the gravity of the current situation and feel obligation strongly impacts consumer decision mak-
a sense of urgency to address it effectively. The thought ing and can predict behavior better than social norms
of a potential disaster can lead consumers to prepare for (Gorsuch & Ortberg, 1983; Jennings et al., 2015). However,
it in order to minimize potential damage; for example, research shows that moral obligation can vary by context,
by stockpiling food (Humphreys & Thompson, 2014). such as across cultural environments (Miller, 2001) and
Moreover, situational urgency is one of the key factors marketing appeals (Nelson et al., 2006). Indeed, emo-
influencing consumer preferences in prosocial contexts tional guidelines and situational feedback can generate
(Forgas & Cromer, 2004). feelings of anger, guilt, pride, and decoupling, influenc-
It is important to study and understand both the de- ing consumers' moral judgments and decisions (Amit
sirable and undesirable effects of creating a sense of & Greene, 2012; Bhattacharjee et al., 2013; Nardini
urgency through historizing the present. For example, et al., 2021; Paharia, 2020; Steg & Vlek, 2009; Tausch
the tendency to catastrophize can increase feelings of et al., 2011). These emotions, especially future-­oriented
pain and depression (Turner et al., 2000). Moreover, emotions such as anger and hope, can motivate consum-
viewing the present from a historical perspective may ers to act (White et al., 2019; Wlodarczyk et al., 2017).
elicit fear, existential threat, and concerns about mor- Notably, moral obligation encourages consumers to
tality (Arndt et al., 2004). Although precarious situ- act to benefit the social good in various domains. For ex-
ations that elicit a sense of urgency may increase the ample, it predicts charitable giving (Moore et al., 1985),
need to protect oneself and avoid further personal risk, donating blood (Pomazal & Jaccard, 1976; Zuckerman &
recent research demonstrates that consumers may be Reis, 1978), sustainable consumption (Steg & Vlek, 2009),
more likely to make altruistic choices for others in ur- and paying taxes (Gorsuch & Ortberg, 1983). Consumer
gent situations compared to non-­u rgent situations (Liu research shows that moral responsibility also plays an im-
et al., 2023). portant role in brand communities. The feeling of moral
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108 |    GOOR et al.

obligation contributes to group cohesion, and in times of envision a path to the desired goal, and that it can pre-
threat to the brand community, it is the driving force be- dict collective action for the greater good (Anderson &
hind collective action (Muniz Jr & O'Guinn, 2001). Galinsky, 2006; Magaletta & Oliver, 1999; Wlodarczyk
To make moral decisions, consumers must evaluate et al., 2017). For example, women prefer products made
an action and its potential outcomes based on historical by other women because they hold stronger action ef-
references and context. Historizing the present ampli- ficacy beliefs than men that their purchase choices
fies the meaning of current actions and may work both can facilitate gender equality in business (Schnurr &
by stressing the impact of the present on the future and Halkias, 2023). If efficacy is perceived to be low, even
by using historical references to past events. Thus, his- motivated consumers will not take action (Tausch
torizing the present equips consumers with the wisdom et al., 2011). These insights stress the importance of per-
of the past while highlighting the need to take action in ceived efficacy among individuals and groups and its im-
the present. Variations of the famous saying “history pact on mobilizing consumers for action.
repeats itself,” originally attributed to the 19th-­c entury The term “collective efficacy” refers to a group's com-
philosopher Georg Wilhelm Frederich Hegel, have been mon belief in its ability to work together effectively and
used by many philosophers and politicians, including achieve specific outcomes. Collective efficacy fosters a
Winston Churchill, Karl Marx, and George Santayana, sense of shared responsibility and empowerment, mobi-
not only to allude to recurring patterns in society but lizing people to collaborate toward common goals (Chen
also to argue that historical references are essential for & Bliese, 2002). According to White et al. (2019), the
the development of society, and that if we do not re- perception of collective efficacy, together with messages
member past events and act based on acquired insights, communicating others' behaviors (collective action), are
tragedies will reoccur (e.g., “History repeats itself, first particularly effective in motivating consumers to engage
as tragedy, second as farce” (Karl Marx, 1852)). in sustainable actions.
Historizing the present may also invoke a sense of Historizing the present can bolster feelings of collec-
moral obligation by evoking the future through legacy tive efficacy in several ways. First, by highlighting past
concerns. For example, consumers supporting ani- successful collective efforts, historizing the present can
mal rights may be motivated to leave a positive legacy show that collective action can lead to meaningful change.
and a better world for future generations (Beers, 2006). Knowing that others have made a difference in the past
Similarly, legacy considerations can increase eco-­ can boost individuals' and groups' confidence in their
friendly consumption, as those reflecting on their legacy ability to bring about change in the present. Moreover,
are more likely to choose sustainable options and engage by comparing current and past consumer movements,
in ethical consumption (Zaval et al., 2015). Thus, histor- individuals can identify patterns, strategies, and tactics
izing the present can induce a sense of moral obligation that were effective in driving positive outcomes. In this
through either past-­or future-­oriented appeals, adding way, historizing the present can empower consumers and
to the power and versatility of this mechanism. counter feelings of helplessness. Furthermore, it may help
consumers see how far certain social and environmen-
tal issues have come over time and envision how current
Efficacy and empowerment events may impact the future. Recognizing progress can,
in turn, motivate consumers to continue the momentum
Efficacy refers to one's ability or capacity to produce an and reinforce the notion that their actions are part of the
intended effect (Bandura, 1977). Self-­efficacy (i.e., the be- collective effort and that every contribution matters.
lief that one's action will result in the intended impact) is Next, we discuss how historizing the present and
crucial for motivating individuals and groups to take initi- the psychological mechanisms it evokes can impact
ative, set ambitious goals, persist in the face of challenges, subsequent consumer behavior in diverse substantive
and engage in purposeful endeavors. Consumers are more domains. This discussion highlights opportunities for
motivated to act when they believe they have the skills and future research with implications for both consumers
abilities to make a difference (Armitage & Conner, 2001; and marketers. In the general discussion, we explore the
Paharia & Swaminathan, 2019; White et al., 2011, 2019). broader societal implications of this phenomenon.
For example, consumers are likely to choose eco-­friendly
products or adopt challenging sustainable behaviors
when they believe their behavior will have an impact on BE H AV IOR A L CON SE QU E NC E S
society (Lteif et al., 2024; Peattie, 2001). In the sociopoliti- OF H I STOR I Z I NG T H E PR E SE N T
cal context, political efficacy (i.e., perceived ability to in- A N D I M PL ICAT ION S FOR
fluence the political environment through action) predicts SU B STA N T I V E D OM A I N S W I T H I N
social activism among consumers and advocacy groups CON SU M E R R E SE A RC H
(Velasquez & LaRose, 2015).
Consumer research shows that self-­efficacy is associ- The phenomenon of historizing the present lends itself to
ated with hope, power, and risk-­taking, and the ability to multiple domains within consumer research, including
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HISTORIZING THE PRESENT    | 109

new product adoption and diffusion of innovations, ex- innovators and early adopters to late majority and lag-
periential consumption, documenting behaviors such as gards (Moore & McKenna, 1999). While innovators are
buying souvenirs and taking photos, nostalgic consump- more receptive to new technologies, late adopters might
tion, prosocial behaviors, sustainable consumption, civic look for more evidence of product benefits. Thus, com-
action, and political consumption. Next, we discuss how paring innovative products to past products from a his-
historizing the present adds a timely and novel perspec- torical perspective and stressing the potential impact of
tive for studying each of these phenomena and opens the new products may cast new products to late adopters as
door to new research directions. Table 3 lists promising less risky and highlight the adoption benefits over losses.
questions for future research within each of these sub- Similarly, historizing the present might be effective for
stantive domains. interdependent (vs. independent) consumers, who are
less likely to adopt radical (vs. incremental) innovation
(Ma et al., 2014) but may respond more to messages in-
New product adoption voking collective memory and social identity due to a
collaborative mindset.
Every year, around 30,000 new products make their Finally, historizing the present by drawing parallels
debut in the marketplace, yet a staggering 95% fail and between the present and relevant past events can serve
92% of startups fold in the first 3 years of operation as a simulation tool for predicting cultural inertia ver-
(Piloto, 2021). Research has documented many chal- sus evolution. By studying historical development and
lenges in marketing new products. Adopting new prod- adoption of disruptive technologies through different
ucts requires behavioral change, which can be difficult stages (e.g., Golder et al., 2009), analysts can learn about
because consumers incur financial, social, and psycho- shifts in societal norms and devise strategies to mitigate
logical risk and switching costs, and tend to see greater resistance to change. This can help innovators and or-
benefits in the products they own than in new, unfamil- ganizations manage change and disruption in different
iar products (Fisher & Price, 1992; Rogers, 2003). audiences.
The four modes of historizing the present can help
address these challenges and generate interest in new
products. They might do this, for example, by provid- Experiential consumption
ing a broader perspective on innovation through les-
sons from the past and future impact on history or by Experiential consumption entails consumer involvement
stressing the historic significance of new products. These in events and activities in order to acquire life experi-
messages can be communicated in product launches by ences (Van Boven & Gilovich, 2003). Prior research sug-
highlighting how a new product represents a unique mo- gests that experiential consumption generates greater
ment that will be remembered and have a strong impact. happiness and well-­being outcomes than consumption of
Historizing new technologies is often aimed not only at material goods because it is better integrated into con-
generating purchase interest but also awareness of these sumer identity, enhances social relationships, and lowers
technologies' impact on society (e.g., “AI is going to be social comparisons. These outcomes and mechanisms
the most significant development of human history,” are achieved not only through actual consumption, but
Sam Altman, CEO of OpenAI; “ChatGPT isn't just a also through recall of past events or consideration of fu-
seminal moment in AI history; it's a seminal moment ture experiences (Gilovich et al., 2015).
in human history,” Bhavin Shah, CEO of Moveworks). Given the benefits of and growing demand for ex-
Interestingly, considering current events in a historical periences, it is important to study the antecedents of
context may create a collective mindset that can elicit cul- experiential consumption and to devise strategies for
tural or social germination: developing new ideas, inno- designing positive consumption experiences. Historizing
vative thinking, and novel initiatives (Lteif et al., 2024). the present can play a role in shaping consumer inter-
Moreover, new product adoption hinges on prod- est in experiential consumption. Stressing the rarity and
ucts' complexity, visibility, and user compatibility uniqueness of current events can increase demand for
(Gourville, 2006). By viewing product launch through experiences by boosting events' experiential value, pos-
a historical lens, new products could be: (1) more eas- itive emotions, and desire to collect unique experiences
ily understood, lowering perceived usage complexity; (2) (Keinan & Kivetz, 2008, 2011). Future research may ex-
linked to events that are part of consumers' social iden- amine how a sense of scarcity induced by historizing the
tity and values, increasing perceived product-­consumer present may affect preference for material goods versus
compatibility; and (3) linked to visions of a potential fu- ephemeral experiences (Tully et al., 2015).
ture, bolstering the product's perceived societal impact Comparing present events to historic counterparts
and visibility, which may ultimately increase the speed can contextualize cultural practices and traditions that
of adoption. would enhance the meaning and appreciation of current
Future research can examine the effect of historiz- events. The cultural thread can weave similarities into
ing the present on different consumer segments—from the social narrative, commemorating historical moments
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110 |    GOOR et al.

and stressing cultural legacy. Furthermore, knowledge gave unprecedented access to video accounts of the war
of historical practices can inspire consumers to seek au- in Ukraine, shaping public opinion (Johnson, 2022).
thentic and traditional forms of experiential consump- Historizing the present can impact how collective
tion. This might involve engaging in activities that were current experiences are documented by consumers.
valued across generations and preserving their integrity. Realizing the uniqueness and collective impact of cur-
Notably, by recognizing a significant impact of cur- rent events may motivate consumers to document. Past
rent events on the future, historizing the present can documentation may focus consumers on what aspects
increase a sense of collective meaning and meaningful- of events to document and how. Historizing the pres-
ness, social identity, and solidarity, which comprise es- ent can also inspire documentation through collect-
sential elements of experiential consumption and enrich ing and buying souvenirs and memorabilia (Atasoy &
collective experiences. Finally, the historic context may Morewedge, 2018; Brunk et al., 2018; Marcoux, 2017),
shape consumers' temporal perspective taking. Future keeping sentimental possessions (Winterich et al., 2023),
research can examine how historizing the present influ- as well as taking photos that illustrate one's personal,
ences hyperopic (farsighted) versus myopic perspectives authentic perspective (Barasch et al., 2017) and other
and, in turn, self-­control and preferences for experiences forms of memorialization (Anderson & Hamilton, 2023;
(Kivetz & Keinan, 2006). Robinson et al., 2022). Furthermore, it can offer consum-
ers a means of building archival records that can impact
collective narratives and future change.
Documenting behavior

Consumer research on the documentation of events Nostalgic consumption

and experiences has focused on the documentation of
personal experiences such as vacations, celebrations, Consumer research has examined nostalgic consump-
milestones, and funerals (Barasch et al., 2017; Diehl tion, involving collecting and consuming products,
et al., 2016; Gentry et al., 1995; Zauberman et al., 2009). artifacts, and paraphernalia associated with the past
For example, researchers study how photographing he- (Holbrook, 1993). Examples include vinyl records,
donic experiences shapes enjoyment (Barasch et al., 2018; cars, books, pens, perfume, television programs, food,
Nardini et al., 2019). clothes, watches, jewelry, furniture, toys, memora-
Little work has examined documentation of collective bilia, photographs, and family heirlooms (Beverland
events from a personal perspective (DeBerry-­Spence & et al., 2021; Brown et al., 2003; Brunk et al., 2018;
Torres, 2022). Yet, documentation of historic events is Curasi et al., 2004; Grayson & Shulman, 2000; Huang
increasingly common. During the COVID-­19 pandemic, & Fishbach, 2021; Loveland et al., 2010; Marcoux, 2017;
the marketplace saw soaring demand for both high-­tech Price et al., 2000; Sarial-­Abi et al., 2017; Sturken, 2007;
and traditional low-­tech tools that enable documenta- Türe & Ger, 2016). Certain events may increase consum-
tion, including diaries, guides, and books for journaling ers' nostalgic feelings. For example, the COVID-­19 pan-
(Whitney, 2005), and Zoom workshops for creative jour- demic generated heightened nostalgia (Xia et al., 2021;
naling (Phadke, 2020). Yeung, 2020).
In addition to documenting their own experiences Since nostalgia is associated with juxtaposing the past
of collective events, individuals also consume various with certain features of our present lives (Davis, 2011),
forms of documentation created by others. For example, historizing the present is relevant for nostalgic consump-
the COVID-­19 pandemic generated a growing interest tion. In particular, comparing the present to similar his-
in documentaries, movies, books, and famous diaries toric events can encourage the consumption of products
that feature others' personal stories and accounts of associated with those events. Thus, products that lever-
past events such as the Great Plague of London (1665– age nostalgia could use historizing to emphasize the his-
1666) and the 1918–1920 Great Influenza epidemic torical significance of past and present events associated
(Smith, 2020; Yan, 2020). with their offerings. The four modes of historizing we
These behaviors are important to study not only be- identified can be further used to appreciate the historical
cause of their growing prevalence but also because of significance of past events; for example, they could be
their societal impact. Consumer documentation of per- employed by museums and other organizations that wish
sonal and historic events, as well as the dissemination to preserve and commemorate these events. It would be
and consumption of this documentation, shape collective interesting to study which modes are more likely to en-
memory and narratives and influence the course of pres- courage the commemoration, interest, and nostalgic
ent and future events, policies, and social movements. In consumption of products associated with historic events.
2020, the footage of George Floyd's murder posted on so- It would be similarly interesting to understand how indi-
cial media sparked one of the largest protest movements viduals' nostalgic tendencies shape their response to the
in U.S. history. In 2022, the ubiquity of smartphones historizing of present events.
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HISTORIZING THE PRESENT    | 111

Moreover, by reminding consumers of past experi- (White & Peloza, 2009), gender identity (Winterich
ences, nostalgia not only connects them to the past but et al., 2009), religiosity (Stavrova & Siegers, 2014), social
also facilitates future narratives and enables them to class (Piff et al., 2010), interdependence (Allen, 2018),
better cope with existential threats. Nostalgic consump- psychological entitlement (Campbell et al., 2004; Goor
tion can therefore have psychological benefits, such as et al., 2020) and moral identity (Winterich et al., 2013).
enhanced self-­worth and self-­continuity (i.e., perceived To the extent that historizing the present taps into con-
connection between one's past and present selves), in- sumers' sense of moral obligation, solidarity, and shared
creased life meaning, improved social connectedness, faith, it may differentially impact these various con-
and reduced loneliness (Routledge et al., 2011; Sedikides sumer segments.
et al., 2008; Vess et al., 2012; Wildschut et al., 2006; Zhou Prosocial behavior is also influenced by distinct
et al., 2008). Thus, historizing the present, by giving rise motives, including altruism (i.e., purely benefiting the
to nostalgic feelings, may contribute to positive well-­ cause), emotional reward and regulation (i.e., feelings
being outcomes. of “warm glow,” empathy, love, or gratitude), reputa-
Notably, besides past-­oriented nostalgia, consumers tion (i.e., receiving social recognition), and material gain
may anticipate feeling nostalgic in the future and pro- (e.g., receiving tax benefits for donation), as well as by
actively document events and collect artifacts related to social norms (Barasch et al., 2014; Berman et al., 2015;
present experiences they would like to commemorate. Cavanaugh et al., 2015; Khan et al., 2020). Choice de-
Thus, historizing the present could potentially contrib- faults and simple nudges can also influence prosocial be-
ute to the future-­ oriented production (not just past-­ havior (Banker et al., 2022; Goswami & Urminsky, 2016;
oriented consumption) of nostalgia. Johnson & Goldstein, 2003). Historizing the present
could be tailored to invoke some of these factors (e.g.,
by highlighting how past generations overcame similar
Prosocial behavior struggles to create a social norm). Notably, perceived ef-
ficacy, which may be bolstered by historizing, increases
Consumers' prosocial behavior is directed toward ben- prosocial behavior. For example, highlighting a single
efiting others in need and includes acts such as helping, victim (vs. a group) increases donations to a cause be-
volunteering, cooperating, sharing, donating, purchas- cause it bolsters the perceived impact and reduces the
ing ethical products, and abiding by social norms like perceived cost of helping (Jenni & Loewenstein, 1997). It
paying taxes (for a review, see Labroo et al., 2023). would be interesting to examine the impact of historizing
Mobilizing consumers to act prosocially can be chal- the present by highlighting certain (individual) stories of
lenging due to psychological and social barriers such as historical characters on mobilizing prosocial behavior.
the empathy gap and diffusion of responsibility (Batson
et al., 2002; Latané & Darley, 1970; Rathje et al., 2021).
Examining the effect of historizing the present on Sustainable consumption
prosocial behavior would answer recent calls for con-
sidering an intersocial perspective (which considers in- Historizing the present could also impact sustainable
teractions among people, entities, and societies) when and socially responsible consumption. While many con-
studying prosocial behavior. Prosocial behavior is often sumers agree that it is important to protect the environ-
required during events of historical significance (e.g., do- ment and natural resources, intentions to do so do not
nating blood, clothes, and other resources to the victims always translate to behavior (Fennis et al., 2011; Keinan
of natural disasters). Historizing such ongoing events et al., 2020). Thus, a major challenge in encouraging
can increase a sense of moral obligation, urgency, and sustainable and green consumption is addressing the
solidarity. It would be interesting to examine which of attitude-­behavior gap (White et al., 2019). This is partly
the four modes of historizing the present might be more because consumers may not consider sustainable behav-
effective for inspiring prosocial acts, and for which types ior to be urgent (Trudel, 2018) or their individual actions
of affected groups and audiences. For example, is it to be impactful (Tausch et al., 2011). Global warming is
more effective to emphasize the uniqueness of an event an abstract and long-­term phenomenon that requires
or to draw parallels to relevant past events, and are some sustained action. According to Lteif et al. (2024), the
forms of historizing more effective for encouraging peo- mindset behind collective climate action includes gath-
ple to donate time versus money or to make first time ering, groundswell of support and collective efficacy,
versus sustained contributions? Additionally, the source germinating ideas and initiatives, gluing grassroot ini-
of historizing might matter. Future research can com- tiatives through trust, and galvanizing collective efforts
pare the effectiveness of historizing by official versus into actions. Historizing the present might tackle envi-
unofficial sources. ronmental challenges by raising the sense of urgency,
Furthermore, extant work identifies individual char- solidarity, and moral obligation needed to mobilize con-
acteristics that correlate with prosociality, such as agree- sumers to engage in community-­based climate action.
ableness (Graziano & Eisenberg, 1997), self-­monitoring Environmental movements can use historizing language
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112 |    GOOR et al.

to emphasize collective motives, ethical importance, and judge you” or “what side of history will you be on?”). The
future impact. For example, climate activists highlight effectiveness of historizing messages may also depend
humanity's collective fate and urgency of action by situ- on the social cause. Touraine (1985) offers a typology of
ating environmental issues in historical perspective and a variety of social movements, including the pursuit of
proclaiming that this is “one of the biggest crises human- collective interest; reconstruction of a social, cultural,
ity has faced” and that this is a pivotal moment in his- or political identity; defense of status or privileges; so-
tory to address it. Historizing the present can also call cial control of the main cultural patterns; creation of a
into attention the gravity of the “boiling frog syndrome” new order; and national conflicts. It would be interest-
by comparing global warming to historic measures that ing to examine how historizing the present manifests in
developed gradually into dramatic outcomes. In con- different types of movements, to identify the consisten-
trast to causes that involve clear, concrete, short-­term cies versus differences across the various types of social
threats and solutions, the longer-­horizon nature of cli- movements, and more broadly to examine how social
mate change means that environmental organizations movements may effectively employ the different modes
may need to work harder to motivate immediate action. of historizing the present to mobilize collective action.
Further, since sustainable outcomes require action on a
very large scale, historizing and highlighting collective
efficacy may be particularly helpful. It would also be Political ideology and consumption
interesting to study whether focusing on specific facts
or events (e.g., record-­h igh temperature or rainfall) and There is a growing interest in consumer research on the
framing them as historic would be more effective than impact of political ideology on consumption behavior.
discussing climate change in broader terms. It would be Historizing the present may intersect with consumers'
important as well to study how historizing the present political actions and political ideology in interesting
can mobilize action in contexts in which consumers feel ways. First, historizing is often used by political lead-
overwhelmed, powerless, and uncertain, as is often the ers to mobilize voting and campaign support (Table 2),
case with climate change. Finally, it would be interesting and different modes of historizing could be more effec-
to identify the types of consumers who may be more af- tive in inspiring political action and activism in the audi-
fected by historizing appeals that invoke future genera- ence. For instance, the analysis of presidential nominees'
tions and legacy concerns, and when such appeals might speeches reveals that echoing the past is more popular
backfire and lead to apathy, skepticism, or denial. than other modes of historizing. Yet, it is unclear if this
mode is more effective than others in inspiring the au-
dience to act. Distinct modes of historizing might also
Social movements and civic action have diverging appeal as a function of audience political
ideology. For instance, liberals are more open to change
Consumer researchers are recognizing the importance (Jost, 2009; Jost et al., 2008), whereas conservatives are
of studying social movements and how nonprofit organi- more receptive to nostalgic appeals that paint the past in
zations promote engagement and participation in civic a positive light (Kenny, 2017; Lammers & Baldwin, 2018).
action (Lteif et al., 2024; Nardini et al., 2021). One of Thus, liberals (vs. conservatives) may be more influ-
the greatest challenges of social movements, and a key enced by historizing appeals that focus on future impact
to their success, is mobilizing consumers to participate (vs. appeals that make references to past relevant events).
in collective action—empowering people to rise to- Historizing the present may also interact with con-
gether and turning them from bystanders to upstanders sumers' political ideologies to inspire nonpolitical
(Chenoweth, 2021; Chenoweth & Stephan, 2011; Nardini action. For example, companies often appeal to con-
et al., 2021). Future research can examine how historizing sumers' political beliefs and values by taking a political
the present impacts different consumer segments as well stance to bolster sales and attract or retain custom-
as different types of social movements. Consumers and ers (Bhagwat et al., 2020; Hydock et al., 2020). It will
potential audiences of social movements could be seg- be interesting to examine how historizing on the part
mented based on the extent of their support for the cause. of firms might impact consumer purchases differently
For example, the climate justice group 350.​org segments depending on the type of issue (e.g., sociocultural such
its “spectrum of allies” into active supporters, passive as same-­sex marriage vs. economic such as minimum
supporters, those who are neutral or uninvolved, passive wage), company stance (e.g., official statement vs. con-
opponents, and active opponents (https://​train​ings.​350.​ tribution or donation vs. ad campaign), spokespeople
org/?​resou​rce=​spect​r um-​of-​allies; Chenoweth, 2021). and partners (e.g., celebrities, social activists, political
Converting passive supporters into active advocates (e.g., candidates, nonprofits). The framing of historizing at-
by saying, “let's make history together”) may require dif- tempts may also matter because of the distinct moral
ferent modes of historizing the present than encourag- values that liberals and conservatives prioritize (Haidt
ing passive and active opponents to defect or keeping & Graham, 2007). For instance, liberals may respond
passive opponents neutral (e.g., by saying, “history will more to historizing appeals that highlight individual
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HISTORIZING THE PRESENT    | 113

harm and protection due to their individualizing moral Implications of historizing the present for
values, whereas conservatives may respond more to his- society and consumer well-­being
torizing that highlights duty, group interests, and loy-
alty due to their binding moral values (Fernandes, 2020; Our conceptualization seeks to advance the litera-
Kidwell et al., 2013). ture on transformative consumer research (Block
Finally, firms' historizing appeals in nonpolitical ini- et al., 2022; Bublitz et al., 2016, 2019, 2023; Chatzidakis
tiatives or campaigns (e.g., product introductions, unique et al., 2021; Cross & Dellande, 2023; Davis et al., 2016;
collaborations, and deals) may fare differently in liberal Gollnhofer et al., 2019; Hill, 1995; Kozinets &
and conservative segments. On the one hand, liberal Handelman, 2004; Lteif et al., 2024; Nardini et al., 2021,
consumers may be more susceptible to historizing that 2022; Nøjgaard, 2023; Spielmann et al., 2023) by ex-
frames the present as being unique, owing to their stron- amining not only how historizing the present impacts
ger desire to differentiate horizontally through the ex- consumption but also how it impacts society and con-
pression of unique personal characteristics (Ordabayeva sumer well-­b eing.
& Fernandes, 2018). On the other hand, conservatives Historizing the present can raise historical conscious-
may be more amenable to firms' historizing attempts ness and draw consumers' attention and awareness to
across contexts, due to their stronger support for the overlooked societal issues and problems. For example,
free-­market system and market actors in general (Jost awareness of historical power imbalance and discrim-
et al., 2003). ination can increase consumers' sensitivity to matters
In sum, historizing the present can be used by a such as cultural appropriation and structural racism
broad set of actors to impact behavior across a wide (Lin et al., 2023). However, a broader historical perspec-
range of consumer-­relevant domains. In Table 3, we tive and considerations of how current events relate to
propose directions for future research to further un- the past and the future create a contrast with the pop-
pack the modes of historizing the present, its under- ular present-­focused wellness and mindfulness trends.
lying mechanisms, behavioral consequences, and Mindfulness practices encourage consumers to “be
boundary conditions related to the consumer, context, in the present” (i.e., focus on the here and now rather
and message characteristics. than dwell on the past or worry about the future). The
wellness movement has been criticized for distracting
consumers from political discourse by focusing on posi-
GE N E R A L DI SC US SION tivity, self-­care, and present orientation at the expense of
dealing with social problems. Critics of positive psychol-
Boundary-­breaking consumer research considers the ogy argue that the practice of positive thinking requires
broad impact of the studied phenomenon on various deliberate self-­ deception and repressing or blocking
stakeholders, including academics, consumers, prac- out of unpleasant possibilities and negative thoughts
titioners, policymakers, educators, media, and society (Ehrenreich, 2009). This can lead to, among other things,
(Davis et al., 2016; Hill, 1995; MacInnis et al., 2020). optimistic bias and dismissal of disturbing news, and ul-
Examining the phenomenon of historizing the present timately can undermine preparedness (Cerulo, 2019).
and its implications enhances our understanding of Thus, a key challenge for social movement leaders
the psychological processes that mobilize consumers' who historize the present is doing so in a way that in-
individual and collective action in diverse consump- stills hope, empowerment, and optimism but still raises
tion domains, such as sustainable consumption, ex- awareness of social problems as well as the adversaries,
periential consumption, and new product adoption. obstacles, and effort involved in addressing these prob-
Emphasizing the historical significance of ongoing lems. According to Ehrenreich (2009, p. 206), “the threats
events and treating the present from the perspective we face are real and can be vanquished only by shaking
of history can help organizations and marketers em- off self-­absorption and taking action in the world,” and
power and inspire consumers and create a sense of while we may not always succeed, “we can have a good
purpose, efficacy, solidarity, urgency, scarcity, and time trying.” For example, consistent with this duality,
moral obligation. Moreover, this paper answers a re- nonprofit organizations may try to both raise aware-
cent call to broaden consumer research on individual ness of a cause and create positive uplifting fundraising
behavior to include the collective actions of consumers occasions that include family-­friendly experiences and
standing together in a community (Lteif et al., 2024). events, music, food, live performances, and camaraderie.
We explore how historizing the present may promote Moreover, the notion of self-­care is particularly inter-
both individual behavior and collective coordinated esting to study in the context of social movements and
behavior of individuals in groups. We conclude with historical consciousness (Ratner et al., 2023). While this
a discussion of the implications of historizing the pre- term is often associated with justifying selfish behavior
sent for: (1) society and consumer well-­b eing, (2) inter- and disregarding others' suffering, the practice of self-­
disciplinary research, and (3) the consumption of mass care was popularized in the context of social activism
media and education. in the 1960s and ‘70s’. It is rooted in the work of Black
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114 |    GOOR et al.

women of the Black Power movement to counter ac- et al., 2010; Bublitz et al., 2016, 2019), online reactions to
tivists' burnout and to encourage self-­care. As Angela political advertising and debates (Hill, 1989; Lovett &
Davis (2018) explained, practicing radical self-­ care Shachar, 2011), content analyses of secondary data and
“means we're able to bring our entire selves into the institutional archives, historical documents, and con-
movement.” With the rise of the women's rights and civil stant comparative methods (Hill & Hirschman, 1996).
rights movements, this medical idea of self-­care became Scholars could build on such methods and integrate
political (Harris, 2017). different accounts to paint a fuller picture of the phe-
Future research can further examine the positive impli- nomenon. Exploring historizing the present in various
cations of historizing the present for consumer well-­being substantive domains can meaningfully integrate and
and explore how they can be leveraged in various contexts advance distinct traditions within consumer research.
to benefit consumers and society. Such well-­being impli-
cations may include a sense that one's life has significance,
connecting with others through shared fate, making sense Implications for the consumption of mass
and coping with present events, fostering resilience, opti- media and education
mism, self-­transcendence, and self-­actualization, and hav-
ing a better and more informed understanding of present Mass media often historizes the present for the purpose
events and the complex world we live in. of grabbing viewers and readers' attention by using news
headlines such as “for the first time in history,” “historic
victory/loss,” “historic all-­time record,” and “a historic
Implications for interdisciplinary day.” Beyond making consumers tune in, media cover-
consumer research age that historizes the present can serve a broader pur-
pose of raising historical consciousness and awareness
Recently, there has been a push to promote interdisci- of important social issues (McCombs & Shaw, 1993;
plinary scholarship and diversity of ideas, methods, McQuail, 2010). For example, the “Made by History”
and populations studied in consumer research (Block section in the Washington Post is edited by a team of pro-
et al., 2021). Our research agenda addresses these calls fessional historians who argue that “in order to make his-
by identifying a phenomenon that has a major impact on tory, we first have to understand how history has made
consumers as well as the society at large. Historizing the us,” paraphrasing Martin Luther King, Jr. (the original
present is not only a timely topic but also a timeless one, quote was: “Instead of making history, we are made by
spanning generations and cultures, as we identify many history,” 1954). This section offers historical analyses
parallels in historizing the present across geographies to “situate the events making headlines in their larger
and time periods. historical context,” including highlighting “parallels be-
Studying this phenomenon can generate novel re- tween the past and present” (Rosenwald et al., 2021).
search that spans different research traditions, units Historizing the present may be particularly important
of analysis (individuals and groups), decision contexts, for creating awareness among younger generations, who
time frames, and consumer roles. Consistent with re- are considered by some to be chronically myopic and
cent calls for boundary-­breaking consumer research, lacking adequate historical knowledge (Goldberg, 2023).
our proposed research agenda expands beyond implicit Over the last decade, historians and educators have been
boundaries and is embedded in local and global po- raising concerns about the alarming decline of histori-
litical, social, cultural, and legal systems (MacInnis cal knowledge and awareness among younger genera-
et al., 2020). tions (Goldberg, 2023; St. George, 2023). Social media,
Another approach to producing boundary-­breaking smartphones, and artificial intelligence are further con-
research is shattering methodological boundaries. Our tributing to this problem, by exposing consumers to mis-
research offers numerous methodological opportuni- information in place of having informed conversations
ties, as the study of historizing the present lends itself and discussions (Haidt, 2022; Haidt & Twenge, 2021).
to a variety of quantitative and qualitative approaches In addition to reliable media articles and traditional
and research paradigms using diverse primary and sec- textbooks, educators need to develop effective tools for
ondary source materials. We illustrate the phenomenon making the subject of history and important historical
using databases and collections of public speeches by events more relevant and relatable to students (Bickford
political figures and social movement leaders. This sug- et al., 2020; Chugh, 2022). Some directions may include,
gests that, in addition to traditional experiments and for example, using storytelling on social media platforms
surveys studying the impact of historizing the pres- (Barnett, 2022; Holmes, 2019), feature films (Fear, 2023;
ent, researchers could analyze nonprofits' calls for ac- Tamkin, 2023), interactive tools, in-­depth conversations,
tion and marketing communications, public speeches, and personal stories, experiences, and photography
protest signs, artifacts, videos and photos posted on (Brooks, 2018; Westervelt, 2015).
social media, media coverage, real-­ time and retro- Additionally, consumer researchers can apply con-
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