Using Bibliometrics to Evaluate the Journal of Consumer Research: Possible Future Consumer Research Directions

ASSOCIATION FOR CONSUMER RESEARCH

Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802

Using Bibliometrics to Evaluate the Journal of Consumer Research: Possible Future Consumer Research Directions Brian Chabowski, University of Tulsa, USA Charles Wood, University of Tulsa, USA Tomas Hult, Michigan State University, USA

This study takes the perspective of paradigm development and reviews all of the articles published in the Journal of Consumer Research (JCR) since 1998 through 2011. Based on 27,510 citations from 651 JCR articles during the 1998–2009 time period, we evaluate recent developments during 2010-2011, as well.

[to cite]: Brian Chabowski, Charles Wood, and Tomas Hult (2013) ,"Using Bibliometrics to Evaluate the Journal of Consumer Research: Possible Future Consumer Research Directions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

[url]: http://www.acrwebsite.org/volumes/1014688/volumes/v41/NA-41

[copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. Using Bibliometrics to Evaluate the Journal of Consumer Research: Suggested Future Consumer Research Directions Brian R. Chabowski, The University of Tulsa, USA Charles M. Wood, The University of Tulsa, USA G. Tomas M. Hult, Michigan State University, USA

ABSTRACT domain (MacInnis 2011), the discipline itself is the object of analysis The academic discipline of consumer research continues to de- in this study. velop and grow. Many recent trends offer to enrich and enliven the field in almost endless ways, and a renewed sense of the field’s scope METHOD and direction has been proposed recently (Deighton et al. 2010; Ma- To evaluate the intellectual structure of recent consumer re- cInnis and Folkes 2010). Such future-looking views are needed to search, we used 27,510 citations from 651 articles published in JCR advance the field. It has been 21 years since Hoffman and Holbrook from 1998 through 2009. Importantly, we excluded 2010–2011 which (1993) published their bibliometric study of the Journal of Con- allowed us to examine recent published works in JCR by evaluating sumer Research (JCR) that helped to solidify the unique contribu- this two-year period in light of our established findings. Addition- tors and intellectual structure of consumer research. This provided ally, standard protocol in intellectual structure research was carried a foundational understanding of influential consumer research that out and the data were gathered from the Thomson Reuters Web of set the tone until today. More recently, an examination of 20 years Science (WOS) database. Ancillary research material was excluded of research highlighted the emergence of “consumer culture theory” to focus the study on developments in mainstream peer-reviewed (Arnould and Thompson 2005, 868). However, uncertainty about the consumer research. future direction and unique contribution of consumer research is ever To effectively illustrate the recent intellectual structure of JCR, present. As such, our understanding of its intellectual structure as a the citation data required purification and development for co-citation field requires a fresh take on the uniquely important and significant analysis. This step is critical since the conclusions gleaned from cita- theoretical perspectives in the domain. tion data on their own are minimal. In contrast, co-citation analysis In that spirit, we conduct a complete analysis of all JCR articles allows researchers to evaluate the interrelationships between distinct from 1998 through 2011. The purpose of this study is to reliably as- units of analysis (e.g., articles or ideas). Though authors (Hoffman sess and establish the scope and contribution of mainstream consum- and Holbrook 1993) and journals (Baumgartner and Pieters 2003) er research and to offer suggestions concerning promising opportu- have been levels of analysis in previous research, this study empha- nities and emerging directions based on past research. We base our sizes the thematic relationships between the most influential publica- bibliometric analysis on 27,510 citations from 651 JCR articles and tions in JCR. This is distinct from other types of analysis. Though rely on the sociology of philosophies literature to provide a basis for other approaches such as content analysis are valuable in evaluating interpreting our findings and offer possible suggestions to research- a research domain, the importance of MDS is that the method allows ers. Our study follows the rationale of intellectual historians who for the relational analysis of published articles. In other words, the seek to identify and track the key networks of ideas that have shaped ability to determine the closeness or distance between research ideas disciplines over time to provide important information to research- permits additional understanding of the nature of consumer research. ers, editors, reviewers, and academic leaders of a discipline. Collins We were able to identify the 27 most cited influential works (1998) stated, “Creativity is not random among individuals, it builds during the period of this study. The basis for this analysis configu- up in intergenerational chains…. The social structure of intellectual ration is two-fold: (1) unequal citation patterns among influential attention is fluidly emergent … and can be seen only in retrospec- works and (2) maintaining the period’s stress value below the ac- tive mode” (6, 15). This applies to the advancement of consumer cepted threshold to retain good fit. The stress value for the co-citation research, as well. Only by examining past contributions in a system- data used was .09, thus providing a clear indication that the period atic way can past research contribute to future work. With the study’s had good model fit (Ramos-Rodríguez and Ruíz-Navarro 2004). limitations in mind, our research offers a review of consumer re- In addition, to maintain interpretability of the results, a stan- search that is anchored in multidimensional scaling (MDS) analysis. dardized distance of .275 was used to indicate research groups and Such an approach is important because consumer research has cliques in the MDS results. Typically, research groups are comprised evolved into its own epistemic community of shared knowledge. At of two publications and note an integral research topic within a gen- the outset, the historical analysis of the discipline has developed over eral intellectual structure (e.g., JCR). Research cliques are known as time and has served an important part of the field’s development an advanced form of research group as they possess three or more (Hoffman and Holbrook 1993). For example, Wells (1993) discussed influential publications in a given research domain (Alba and Moore the relative positioning of JCR among the top marketing journals, 1983; Tsai and Wu 2010; Wasserman and Faust 1994). The terminol- citing its strong business orientation and its increasingly interdis- ogy used in our study for research groups, cliques, and areas is based ciplinary nature. Tellis, Chandy, and Ackerman (1999) evaluated on: (1) the influential publications themselves, (2) the JCR articles JCR and found it historically less diverse than other top marketing citing the included influential publications, (3) the influential publi- journals. In fact, they called for research to determine whether the cations found in the same or related research groups, and (4) the JCR emerging pattern of diversity using naturalistic inquiry would hold thirty-year subject index. up over time. A rejoinder stated that “JCR articles are more likely to rely on sources that are more conceptually distinct from marketing RESULTS and business” (Bettencourt and Houston 2001, 313) but called for Similar to the citation-based tradition evaluating JCR (Bet- more research to confirm this claim and to include an expanded time tencourt and Houston 2001; Cote, Leong, and Cote 1991; Hoffman frame. Responding to these expressed concerns and using a concep- and Holbrook 1993; Leong 1989; Tellis et al. 1999; Zinkhan, Roth, tual thinking approach critical to the advancement of any research and Saxton 1992), we build on recent research providing boundar- Advances in Consumer Research 298 Volume 41, ©2013 Advances in Consumer Research (Volume 41) / 299 ies and opportunities to consumer researchers (MacInnis and Fol- Figure 1: JCR Intellectual Structure, 1998-2009 kes 2010). In fact, by using bibliometric analysis for this study, we survey the predominant research themes published in JCR over 14 years (Deighton et al. 2010; Kuhn 1962). As indicated in the Table and Figure, three broad research areas were found during the 1998– 2009 period. To permit this generalization of mainstream consumer research and extend our application of the bibliometric method used, the connectedness of research groups was the basis for determining Group 12 Group 1 each distinct research area.

Group 11 Group 13 Group 2 Table 1: Overview of Generalized Research Areas and Related Research Groups in JCR, 1998-2009 Group 3 Information Processing and Choice Models Group 10 Group 9 1) Information Processing Alba and Hutchinson 1987; Group 5 Group 4 Moderation & Mediation Baron and Kenny 1986 Group 8 Effects 2) Adaptive Decision Moderation Baron and Kenny 1986; Group 7 & Mediation Effects Payne, Bettman, and Johnson 1993 Group 6 3) Adaptive Information Bettman, Luce, and Payne Processing 1998; Payne, Bettman, and Johnson 1993 4) Contextual Information Bettman, Luce, and Payne Processing and Choice 1998; Simonson 1989; Models Simonson and Tversky 1992 Notes: Stress value: .09; Standardized distance: .275; Bolded lines indicate research clique 5) Contextual Choice Models Huber, Payne, and Puto 1982; Simonson 1989; V1 = Aaker and Lee 2001; V2 = Alba and Hutchinson 1987; V3 Simonson and Tversky 1992 = Baron and Kenny 1986; V4 = Belk 1988; V5 = Belk, Wallendorf, and Sherry 1989; V6 = Bettman, Luce, and Payne 1998; V7 = Behavioral Decision Theory and Kahneman and Tversky Chaiken 1980; V8 = Dhar 1997; V9 = Feldman and Lynch 1988; Choice* 1979; Thaler 1985; Tversky V10 = Festinger 1957; V11 = Firat and Venkatesh 1995; V12 = and Kahneman 1991 Fournier 1998; V13 = Friestad and Wright 1994; V14 = Hoch and Loewenstein 1991; V15 = Holt 1997; V16 = Holt 1998; V17 = Huber, Payne, and Puto 1982; V18 = Kahneman and Tversky Sociological Analysis and Symbolic Consumer Behavior 1979; V19 = Mick and Buhl 1992; V20 = Muniz and O’Guinn 1) Sociological Analysis and Belk, Wallendorf, and 2001; V21 = Payne, Bettman, and Johnson 1993; V22 = Schouten Postpositivism Sherry 1989; Holt 1997; and McAlexander 1995; V23 = Shiv and Fedorikhin 1999; V24 = Holt 1998 Simonson 1989; V25 = Simonson and Tversky 1992; V26 = Thaler 2) Sociological Analysis and Firat and Venkatesh 1995; 1985; V27 = Tversky and Kahneman 1991 Consumer Culture Holt 1997; Holt 1998 Group 1 (V2 and V3): Information Processing Moderation 3) Consumer Culture and Firat and Venkatesh 1995; and Mediation Effects; Group 2 (V3 and V21): Adaptive Decision Consumption Schouten and McAlexander Moderation and Mediation Effects; Group 3 (V6 and V21): Adap- 1995 tive Information Processing; Group 4 (V6, V24, and V25): Con- 4) Consumer Culture and Mick and Buhl 1992; textual Information Processing and Choice Models; Group 5 (V17, Advertising Effects Schouten and McAlexander V24, and V25): Contextual Choice Models; Group 6 (V18, V26, and 1995 V27): Behavioral Decision Theory and Choice; Group 7 (V5, V15, and V16): Sociological Analysis and Postpositivism; Group 8 (V11, 5) Brand Community and Mick and Buhl 1992; Muniz V15, and V16): Sociological Analysis and Consumer Culture; Group Advertising Effects and O’Guinn 2001 9 (V11 and V22): Consumer Culture and Consumption; Group 10 6) Relational Consumer Branding Fournier 1998; Muniz and (V19 and V22): Consumer Culture and Advertising Effects; Group O’Guinn 2001 11 (V19 and V20): Brand Community and Advertising Effects; 7) Relational Consumer Branding Belk 1988; Fournier 1998 Group 12 (V12 and V20): Relational Consumer Branding; Group and Identity 13 (V4 and V12): Relational Consumer Branding and IdentityWe should note that every work highlighted in the Table and Figure has Notes: Generalized research areas are indicated in underlined italic text made key contributions to the consumer research literature via JCR. while their respective related research groups are indicated below each The three bold zones in the Figure represent research cliques con- research area; taining the most influential research streams. The first consists of Research cliques are indicated in bolded text; Groups 4 and 5 – the most influential research related to information * - one research group identified in research area (research area bears name of specified research group). processing and choice models. The second is comprised of Group 6 – the research that developed the concept of behavioral decision theory and choice. The third consists of Groups 7 and 8 – works that 300 / Using Bibliometrics to Evaluate the Journal of Consumer Research: Suggested Future Consumer Research Directions helped develop sociological analysis and symbolic consumer behav- memory, knowledge, and confidence are very applicable to infor- ior research. mation processing and choice models (Ariely 2000). In fact, while As shown in the Figure, the three general research areas can consumers may make better decisions in contexts of information be identified as comprised of individual research groups. First, one flow control, consumer information processing can be compromised research area included five specific research groups: (1) information when information demands exceed capacity. Taken together, these processing moderation and mediation effects (Group 1), (2) adap- recent research developments support the changing and adaptive na- tive decision moderation and mediation effects (Group 2), (3) adap- ture of consumer processing in an increasingly networked economy. tive information processing (Group 3), (4) contextual information Therefore, its place as the first dimension in our parsimonious con- processing and choice models (Group 4), and (5) contextual choice sumer research framework indicates its continued importance. models (Group 5). Supported by two research cliques, the combined Behavioral Decision Theory and Choice. One example of the focus of these research groups indicates a research area emphasizing application of behavioral decision theory and choice relates to per- information processing and choice models. ceived value differences among buyers and sellers (Carmon and Ari- The second area of research consists of a single research clique. ely 2000). More specifically, the focus of loss aversion as well as the The emphasis of this distinct research topic relates to behavioral de- willingness to exchange was found to be different between buyers cision theory and choice. Driven by both economic and consumption and sellers. Another recent article indicated the prevalence of inter- considerations, this topic incorporates the behaviors and risks related nal budgetary parameters typically used by consumers on purchase to consumer choices that can be made in a competitive landscape. visits to the grocery store (Stilley, Inman, and Wakefield 2010). The Finally, the last research area includes seven research groups. two different aspects of a consumer’s mental budget (itemized and The themes for this research topic relate to: (1) sociological analysis in-store slack) reflect the behavior and decisions made in the mar- and postpositivism (Group 7), (2) sociological analysis and consum- ketplace. Taken further, the balance between monetary and temporal er culture (Group 8), (3) consumer culture and consumption (Group costs in consumer purchases has been examined (Soster, Monga, and 9), (4) consumer culture and advertising effects (Group 10), (5) Bearden 2010). Findings indicate that monetary costs are considered brand community and advertising effects (Group 11), (6) relational across time while temporal costs terminate at the end of a speci- consumer branding (Group 12), and (7) relational consumer brand- fied time cycle. Further, the shift of a tangibly-valued attribute to ing and identity (Group 13). In effect, these research groups indicate zero creates ambiguity in the consumer choice process (Palmeira a research area emphasizing sociological analysis and symbolic con- 2011). Based on these developments, the nature of consumer-firm sumer behavior. exchanges shows that behavioral decision theory and choice must be included as the second dimension in our framework. DISCUSSION Sociological Analysis and Symbolic Consumer Behavior. The implications related to the MDS findings covering can be Though the extent of this research area in elite consumer-focused discussed in two distinct sections. First, the broad-based set of re- research is considerable, current articles in particular synthesize both sults points to the development of an integrative consumer research aspects of this research area to denote its importance as a dimension framework on which to base possible studies in the future. Based on in integrative consumer research. First, a conceptual overview of recent recommendations concerning the development of consumer consumer culture theory provides a clear indication of the domain’s research (Deighton et al. 2010; MacInnis and Folkes 2010), we relate boundaries (Arnould and Thompson 2005). However, recently, JCR this framework to the research areas of consumer research identi- research has emphasized the importance of sociological analysis and fied in the 1998-2009 period: (1) information processing and choice consumer symbolism. For instance, themes such as the role of inner models, (2) behavioral decision theory and choice, and (3) sociologi- dialog in consumer decision-making (Bahl and Milne 2010), the rel- cal analysis and symbolic consumer behavior. evance of a signature as an indication of self-identity with a product Second, we develop suggestions for possible future consumer or consumption group (Kattle and Haubl 2011), and the altered prac- research by indicating gaps to date in published JCR articles. After tices of an individual vested in a particular consumption community evaluating research published in JCR through 2011 for this portion (Arsel and Thompson 2011) show this continued examination. How- of the study, the potential research syntheses are presented as oppor- ever, equally prevalent has been a focus on different facets of a con- tunities based on the foundations and recent trends of consumer re- sumption community. The latest issues have related to the use and search. Taken together, this provides the basis for continued theory- meaning of objects (Epp and Price 2010; Fernandez and Lastovicka based consumer research development and suggests possibilities for 2011), the formation of consumption beliefs in light of an established innovative research insights yet to emerge (Kuhn 1962). legal or belief structure (Humphreys 2010; Karababa and Ger 2011), and the construction, development, and advancement of a consump- An Integrative Consumer Research Framework tion community when different perspectives and interpretations may Information Processing and Choice Models. JCR articles con- exist (Belk 2010; Berger and Ward 2010; Luedicke, Thompson, and firm this research area and point to the need for expanded consumer Giesler 2010; Sandikci and Ger 2010). Taken together, it is obvious research on the topic. For instance, some research indicates that in- that this research area is critical to an inclusive consumer research formation structure is more predictive of information overload than perspective. information amount (Lurie 2004). Findings related to this topic indicated that information processing mediates the relationship between Possible Integrative Research Directions information structure and overload. Also, based on an analysis of Based on the bibliometric-supported framework suggested, we consumer responses to websites, the influence of priming and exter- build on established consumer research areas to advance the field nal search has been assessed in novice and expert consumer choices (Deighton et al. 2010). By emphasizing the recombination of sub- (Mandel and Johnson 2002). As such, results indicate that, in a net- disciplines in this domain, we suggest a generalized perspective worked environment, novice consumer choices are mediated by ex- from which to develop future research (MacInnis and Folkes 2010). ternal search while experts’ are not. Finally, the advantages and dis- However, since the primary co-citation analyses were conducted advantages of information flow control in consumer decision quality, through 2009, it is imperative to evaluate the most current consumer Advances in Consumer Research (Volume 41) / 301 research as well. Accomplishing this will provide critical informa- form of human capital. With this in mind, the knowledge possessed tion concerning two main issues with regards to establishing our by consumers is related to life cycle patterns and various aspects of suggested research directions: (1) it allows us to categorize recent consumer behavior (Ratchford 2001). In addition, another approach consumer research and assess the extent that our framework has been presents a framework to examine the opportunities regarding perfect used already, and (2) it permits us to identify the possible gaps in product-consumer fit. By evaluating the likelihood of a holistic ex- current research such that future framework-related topics may be perience, examining and quantifying heightened consumer intimacy suggested. Additionally, we acknowledge limitations related to the appears to have been established (Allen 2002). As such, the combi- research conducted. However, first, we examine the current consum- nation of these two research areas has yet to be fully realized. Un- er research trends published in JCR assimilating specific elements doubtedly, this creates considerable opportunity for future research. of our integrative framework. Then, we suggest future research op- Granted, there are many possibilities not discussed here to in- portunities which may encourage the advancement of the field. The tegrate consumer research in different ways. However, we focused result is a clarified perspective on the possibilities which exist in the only on particular exemplars which synthesized research based on consumer research domain. the framework suggested in this study. Undoubtedly, there are other The first combination which has been integrated to some de- generalized opportunities and exemplars which may best spur future gree would relate to aspects of the information processing and choice integrative studies, as well. models as well as the behavioral decision theory and choice research areas. First, after comparing situations of increased and decreased LIMITATIONS consumer options, results indicated that the relationship between as- As with any study, there are limitations to this research. First, sortment and choice is moderated by product availability (Chernev the interpretation of MDS results can be subjective and based on 2003). Also, findings have shown that an increased frequency of the researcher’s own perspective. As such, there could be multiple price discounts tends to increase consumer processing errors but can interpretations to the data summarized in the Table and displayed in lead to increased firm profitability as well (Chen and Rao 2007). the Figure. Therefore, other researchers may come to different con- Another area regarding the competitive marketplace reflects recent clusions regarding the specific nature of the research groups, cliques, findings that consumers opt for product specialization choices even and areas identified in our analysis. in cases of identical product attributes between specialized and all- The second limitation identified in this study relates to the in-one products (Chernev 2007). Lastly, results indicate that the role method used. The purpose of this study was to evaluate the intel- of important and unique categorical product attributes in dominated lectual structure and the most influential research topics as published consumer options can reduce the attraction effect (Ha, Park, and Ahn in the premier peer-reviewed consumer research journal. A widely 2009). Taken together, these studies have combined various elements accepted approach to accomplish this is to use MDS as a basis for of information processing, behavioral decision theory, and choice. analysis and discussion. Still, there are many different types of anal- The second integrative topic is one which examines the socio- ysis which may be used to evaluate the nature of JCR. For example, logical analysis and symbolic consumer behavior as well as the be- content analysis may be used to gain an idea of the major themes in havioral decision theory and choice research areas in tandem. One the journal. Similarly, to evaluate JCR’s intellectual structure, factor example studied the importance of consumer time with (rather than analysis or cluster analysis could be used instead of the MDS ap- consumer money spent for) a product (Mogilner and Aaker 2009). proach employed here. As such, there are a variety of distinct meth- By evaluating consumer perspective as well as experience after the ods which may be used to evaluate the influence of specific topics in purchase has been made, increased temporal understanding of the consumer research. consumer experience is critical to assessing long-term relational Finally, another limitation in this study is based on the sample (as well as branding) considerations. Another recent study showed drawn for analysis. As the objective of this study was to evaluate that the establishment of relational norms between two consumers JCR in specific, there may be other influences in consumer research tended to increase the willingness of a partner to accept the terms of which went unnoticed. Specifically, related yet distinct consumer a consumer exchange with a firm (Aggarwal and Zhang 2006). This research is published in other leading journals. Therefore, to gain identifies the social element to consumer interaction and provides a better understanding of the domain’s intellectual structure, future richness to the purchase context not possible when evaluating only researchers may seek to include journals such as the Journal of Con- the consumer-firm interaction. In addition, pricing and social inter- sumer Psychology or Journal of Personality and Social Psychology action were explored to find variation across four distinct relational which are known to publish quality consumer research. 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