The Journal of Consumer Behaviour's first 20 years

Abstract We analyzed and compared the Journal of Consumer Behaviour content in its first 20 years of publication. Articles were categorized into seven topics (Internal Factors, External Factors, Decision Process, Social Issues, Internet, Managerial Issues, and Research Methods) with subtopics. Authorship, citations based on Google Scholar, geographic representation of authors, and methodologies employed across the first 20 years were also explored. The results are discussed in terms of their implications for the journal and consumer behaviour. This analysis provides suggestions for future research to be published by the Journal of Consumer Behaviour.