Contemporary shift in consumer decision making fused cognitive information processing with value-centric and experiential motives. Researchers showed how information search, cue evaluation, and risk reduction shape choices, while mental accounting and transaction utility reframed budgeting within purchase decisions. At the same time, hedonic and experiential perspectives highlighted affect, identity, and multi-sensory consumption, culminating in a broad consumption-values framework that spans functional, social, emotional, epistemic, and ethical dimensions.