An Investigation into Research Productivity in the Journal of Consumer Behavior

Purpose - This study strives to discern trends in research productivity in the Journal of Consumer Behavior. It will identify prolific authors and institutions in articles over ten years (2004-2013). Research design, data, and methodology - The Journal of Consumer Behavior was chosen and articles over ten years were analyzed. Research productivity was determined by categorizing the data into four themes: number of authors per article, author affiliated institutions, a list of prolific authors over a ten-year period, and author-affiliated countries. Results - Authors have a propensity to collaborate on a research paper, yielding a high frequency of articles with two or three authors in a single publication. In addition, author and institution productivity was highest in North America and Europe. Conclusions - The research productivity of the Journal of Consumer Behavior is unprecedented. The trends and insights from this study will allow academics in the area of consumer behavior to observe leading authors and institutions. Moreover, speculations about the leading countries and institutions, not to mention top prolific authors in consumer behavior, will be elucidated in this study.