مقایسه مجله روانشناسی مصرف کننده و مجله تحقیقات مصرف کننده
|کد مقاله||سال انتشار||تعداد صفحات مقاله انگلیسی||ترجمه فارسی|
|5002||2002||6 صفحه PDF||سفارش دهید|
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Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Consumer Psychology, Volume 12, Issue 1, 2002, Pages 15–20
The Journal of Consumer Psychology (JCP) was created in 1992 partly in response to what was interpreted by some as a shift in the methodological focus of the Journal of Consumer Research (JCR). JCR began to increase its accommodation of postmodern approaches, compared to more positivistic approaches. JCP's mission was thus perceived by some to be more methodologically homogeneous, with a greater focus on traditional experimental psychology in the domain of consumer behavior. Is JCR really more methodologically diverse than JCP? In what other ways are the two journals similar or different? This article attempts to answer these questions with an in-depth analysis of the articles published in both journals from 1992 to 1998. The articles are reviewed in terms of overall output, authorship, content, research design, and data analysis. Conclusions and implications are included.
The Journal of Consumer Psychology (JCP), which published its fist issue in 1992, came into being at a time when the number of researchers in the field of consumer research was growing (Lutz, 199 1). From the outset, JCP's stated goal has been to publish research that will "contribute to our understanding of consumer psychology in all of its domains and all of its forms" by encouraging scholars "ofwidely divergent backgrounds and orientations" to submit "both experimental and nonexperimental studies that report original data, as well as theoretical, methodological, and review articles" (JCR Vol. 1, No. 1, back cover). Interestingly, JCP 's statement of purpose is similar in many respects to that of the Journal of Consumer Research (JCR; Frank, 1974; Monroe, 199 l), which was launched over two decades ago and is considered by many researchers in the field as the premiere journal of consumer research.Although JCP's stated goal seems quite similar to that of JCR, JCP's raison d'btre has been perceived by some as not simply being an alternative outlet for publication of consumer research. That is, JCP is not generally viewed as simply a "me too" journal. Instead, the journal has been perceived by many as having a research focus somewhat different from that of JCR. Specifically, JCP has been perceived by some as having been created partly in response to what was interpreted as a shift in the methodological focus of JCR in the last decade or so. During that time, JCR began to increase its accommodation of postmodern approaches, compared to more positivistic approaches (Hunt, 1991), perhaps in response to growing calls for such an accommodation by leading members of its professional organization, the Association of Consumer Research (see, e.g., Hirschman, 1991). In comparison to JCR, JCP's mission was thus perceived by many to be more methodologically homogeneous, with a greater focus on traditional experimentalism, as opposed to other approaches such as postmodernism. To our knowledge, this assumption has not been empirically tested. Neither have other issues of comparison between the two journals, such as the extent to which they publish articles on the same or different topics, or the extent to which its authors come from diverse disciplines of interest. Thus, at present, we do not know whether JCP acts as a supplement or a complement to JCR. JCP recently reached a significant milestone by having published a total of over 100 articles since its inception. This, combined with the start of a new millennium, suggested it was an appropriate time for pausing to assess the degree to which the JCP's editorial objectives are being met and to examine its mission and positioning, especially in relation to JCR. How does JCP compare to JCR, the leading journal in consumer research? Is JCP just a "me too" journal, essentially a clone of JCR, or does it have a unique mission and focus? Is JCPreally less diverse, interms ofmethodology, than JCR? Are there ways in which JCP is more diverse than JCR? In what other ways are the two journals similar or different? This review seeks to address these questions. This article consists of an in-depth review of the articles published in JCPand JCR from 1992 to 1998. The review is intended to provide perspective on key differences and similarities between the journals, as well as on trends that may indicate where these journals are headed-in terms of research focus and overall stature within the discipline. We focus on issues such as output, authorsbp, content, research design, and data analysis. To our knowledge, this article constitutes the k t major attempt to review JCP However, researchers have previously assessed JCR 's impact (e.g., Zinkhan, Roth, & Saxton,1992)-for example, in terms of its level of diversity (Leong, 1989; Tellis, Chandy, & Ackerman, 1999). Tellis et al. (1999) conducted a citation analysis from which they concluded that "JCR, which strives to be diverse, appears not to achieve its goal" (p. 120). In theirreview, Tellis et al. (1999) chose to compare JCR with other journals that are considerably broader in nature (Journal ofMarkting, Journal ofMarketingResearch, and Marketing Science) as they cover marketing topics other than consumer behavior (e.g., distribution and logistics, quantitative models, sales force management issues, etc.). In this article, by choosing to focus the comparison on JCP and JCR, we are able to conduct a more in-depth analysis of the published research. In addition, we adopt a more multidimensional view of diversity than that applied in previous comparisons, several ofwhich have been based on citation analyses. In this research, we investigate how diverse a journal is within its own subdiscipline-namely, within the field of consumer research (vs. marketing, more broadly). We assess diversity on a number of measures such as methodological approach and author affiliation. Each of these issues is discussed later, followedJCP contained four to five 22-page articles written by two coauthors. During the same period, JCR published nearly a third more articles (n = 269). However, the average number of articles contained in atypical issue ofJCR fell rather dramatically during that time period (M = 12.25 from 1992 to 1994; M =7.625 from 1995 to 1998). This may havebeen the result ofthe creation ofJCP as an alternative outlet for consumer behavior research, or other factors such as changing editorial policies and directions at JCR. Not only were there more articles published in JCR in the 1992 to 1998 time span, the average article length was somewhat longer. The average number ofpages in a typical JCR article was 14, comparedto anaveragepage length of 1 1 forJCI? (note that the different format ofthe two journals was taken into account by calculation of a conversion ratio whereby two JCP pages equaled about one JCR page.)' As one of JCP S stated goals is to attract researchers from across several disciplines, author affiliation was examined.2 The vast majority of authors publishing in JCP in its h t 7 years were academic researchers (97.5%). The majority of these academics held positions in marketing or business departments (76.7%), with psychology the next most prevalent departmental affiliation (15.0%). Other areas, such as communications (1.7%) and advertising (1.7%) were represented to a significantly lesser degree. Hence, it would appear that the journal has not attracted a significant number of researchers from outside of academic disciplines, however, it has managed to attract a significant proportion of academics from outside the field of marketing. Nonmarketing disciplines were less well represented in JCR during the same time period. Almost all the researchers published in JCR held positions in marketing or business departments (91.0%). Other departments, such as psychology (2.6%), were represented to a much lesser degree than in JCP.
نتیجه گیری انگلیسی
The number of academic journals devoted to marketing has proliferated in the past several decades. The Journal ofMarketing, which used to be the main outlet for publication, has been supplemented by the Journal of Marketing Research, the Journal of Consumer Research, and Marketing Science, to name just a few. This review suggests that a relatively recent addition to this group, JCP, is emerging as arespected journal, as is evidenced by its stabilized publication schedule, its ability to attract researchers from academic disciplines outside ofbusiness, and its willingness to encourage lively intellectual debate. The journal also appears to exhibit increasing methodological rigor in terms of the mean number of studies and mean sample sizes reported in its empirical articles over time. Has JCP maintained a unique place in the universe of marketing journals? The results of this review suggest that it has. To avoid a head-to-head attack on the market leader in the area of consumer research (i.e., JCR), JCPappears to have pursued a niche or focused strategy. It has not become just a "me too" journal. The results of the current review of JCP's first 7 years ofpublication in comparison to that ofJCR suggest that its positioning to date lies toward the positivist, empirical, and experimental camp (vs. the relativist, interpretivist, and postmodern camp)--witness the focus on laboratory-based experimental studies using student participants, and the relatively smallnumbers ofpostmodernarticles anddiscussions. Based on a citation analysis, Tellis et al. (1999) concluded that JCR was not very diverse, relative to other major marketing journals. In this analysis, we measured diversity in a number of different ways and compared the level of diversity between two more similar journals: JCR and JCR The current analysis suggests that, of the two major journals devoted to publishing research related to consumer behavior, JCR is more diverse in several respects such as content coverage and data analytic approaches. JCe however, is more diverse in terms of the range of authors it attracts from the academic disciplines, with a significantly greater proportion of nonbusiness researchers, particularly those in the basic discipline of psychology.Is JCP less diverse than desired? Journal diversity can be measured in many ways. It could be argued that interdisciplinary diversity is as important or more important than is diversity of content coverage or analytic approach, in assessing journal quality. It is also open to argument whether diversity, in all its forms, should be a primary goal of every major journal in the field. Discovering here that most of JCPS articles are focused on positivistic and experimental type research approaches should not necessarily be interpreted in a negative light. Perhaps, rather than all journals striving for all types of diversity, they should attempt to carve out aniche strategy, deciding in what ways they should be focused (i.e., not diverse) and in what ways they should be diverse. We would suggest that it is advantageous for JCP to not simply be a "me too" journal; that is, that it should not necessarily aim for the same types of diversity as other journals such as JCR. The issue of journal positioning is critical. Given that where we publish plays an essential role in defining who we are in an academic field, the way a journal positions itself will likely impact the body of researchers it draws. Hence, whether the decision is to be more diverse or more focused on one or more of the attributes discussed herein, active measures should be taken to support this decision. Although the question of whether the mission of a journal is defined by what it strives (or aspires) to be or by what it ends up being, that is, de facto, remains to be answered, having a factual r e view of what it has been is definitely a prerequisite to review this mission. This article constitutes an attempt to tell the JCPstory the way it is, that is, to provide a factual review.