How do researchers studying the cultural aspects of consumption theorize change? We propose four analytical workbench modes of process theorization in combination with nine genres of process-oriented consumer research, each presenting a distinctive combination of assumptions about the nature of change in market and consumption systems and consumers' role in these processes. Through this
... [Show full abstract] framework, we provide consumer researchers with a useful interpretive tool kit for deriving a process-oriented theorization from the unwieldy complexity of longitudinal data.