As scholars seek to contribute to improving consumer welfare throughout the world through future research and writing, a valuable exercise is to review a selection of the earliest work in what we might call the new social conscience of marketing. # e purpose of this chapter is to conduct such a selective review to serve three distinct purposes. First and most fundamentally, it is to alert present-day scholars to signi! cant past work on particular topics. Second, it is to describe the approaches used and some of the principal ! ndings. Last, it is to re$ ect on such work and o er what the authors see as implications for present-day scholars considering working in, or near to, the particular domain. Such implications may highlight unresolved issues that have present-day relevance and/or identify methodological challenges requiring new theory or conceptual development.