DOI: 10.1111/ijcs.12979 ISSN: 1470-6423

Consumer cynicism: Interdisciplinary hybrid review and research agenda

Indirah Indibara, Deepa Halder, Sanjeev Varshney
  • Marketing
  • Public Health, Environmental and Occupational Health
  • Economics and Econometrics
  • Applied Psychology


Over the years, consumers have been questioning the intentions and actions of firms, resulting in a cynical attitude and behaviour. Due to the severity of the outcomes that cynical consumers may display, reputed journals and prolific researchers have addressed the core issue in their own unique ways. However, no single study offers a uniform, comprehensive, and contemporary review of consumer cynicism literature. Thus, we use an interdisciplinary approach to study the literature spanning 47 years (1976–2022) on cynicism in consumer research, psychology, and organizational domains through a hybrid review involving bibliometric and systematic literature reviews. Following the SPAR‐4‐SLR protocol, this review shows the most cited and co‐cited articles, researchers, and keywords in cynicism research. We infer that the consumer cynicism construct draws heavily from the organizational behaviour area, possessing the potential to be correlated with, and extended to interdisciplinary research. Also, we offer an all‐inclusive model of the predictors and predictands of consumer cynicism based on the ADO‐TCM framework. We close this study with its academic contributions, practical implications, and future research directions using the ADO‐TCM framework.

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