Ego depletion in consumer behavior: A review, synthesis, and research agenda

Abstract This research aims to identify, analyze, and map the intellectual structure of the topic of ego depletion in consumer behavior through the bibliometric strategies of namely co‐citation analysis and bibliographic coupling. We performed the co‐citation analysis covering 20 years of research, divided into two 10‐year analyses. The bibliographic coupling analysis focused on recent research covering the last decade, divided into two five‐year analyses. The results presented the most important research, authors, research centers, and journals on the topic, as well as the factors derived from the co‐citation and bibliographic coupling analysis, the evolution of the theme between the analysis and subsequent periods, and the agenda for future research. The main contribution of this article is the proposition of an agenda for future research on ego depletion and its effects on consumer behavior.