ComparingJournal of Consumer PsychologyandJournal of Consumer Research

Abstract

TheJournal 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 theJournal of Consumer Research(JCR).JCRbegan to increase its accommodation of postmodern approaches, compared to more positivistic approaches.JCP'smission was thus perceived by some to be more methodologically homogeneous, with a greater focus on traditional experimental psychology in the domain of consumer behavior. IsJCRreally more methodologically diverse thanJCP? 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.