In a previous review article [Brown, James R. and Dant, Rajiv P. (2008a), "Scientific Method and Retailing Research: A Retrospective," Journal of Retailing, 84 (April), 1-13], we had discussed the substantive domains, the methodological approaches, and the inferential tools that researchers used to test their conceptual frameworks in 164 articles published in the Journal of Retailing during 2002-2007. In this article, we continue this introspective process, by reviewing the theories used in 173 articles published in the Journal of Retailing in the 2004-2009 (to Issue 2) time period, and classifying those theories according to their application to various substantive issues. A total of 119 different theories were used across these 173 articles, which we sub-grouped into twelve broad-based theoretical categories: (1) marketing theories, (2) microeconomic theory, (3) consumer choice theory, (4) social exchange theory, (5) information processing theory, (6) satisfaction theory, (7) reference price theory, (8) competitive theory, (9) attribution theory, (10) other psychological theories for individuals, (11) other social psychological/sociological theories, and (12) other theories. We also examine the methodological approaches and tools used to test those theories. A number of research gaps are identified for future retailing scholarship.