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Decades of consumer research have tried to emphasize that the modern day consumer hastransformed completely. The Marketing Gurus continue to churn fanciful jargons to iterate that thepresent day consumer is not even a semblance of his past avatar. The point that is attempted to bedriven home is that the present day consumer's tastes, preferences, likes and dislikes, have allchanged. On the face of it one may like to endorse this school of thought. But on careful analysis, onewould be reasonable enough to conclude that the consumer has not changed, his basic characterremaining fairly stable over the ages. The present paper is a review based research article todiscuss the issues related to this.

Consumer Psychology: The more it changes the more it's the same thing