Abstract

This article presents, in the first part, a short review of past and current literature on role of consumption choices in the social context. Evolution of consumers' preferences has been recognized by many scholars as a key factor to understanding in the socio-cultural exchange the forms of communication and language. In relationship marketing paradigm and in consumer psychology, decision making of consumption is a useful process to explain how to create value for customer: shown as a way of achieving competitive advantage. The second part of work takes a look at the complexity of construct "customer value": from the debate in recent marketing investigations, several directions for future interdisciplinary research are provided.