Abstract

Abstract The contribution of psychology to marketing has been significant and invaluable. No discipline has benefitted from another as much as marketing from psychology. To gain an understanding of the scientific contributions emerging from the intersection of psychology and marketing, this study conducts a bibliometric retrospection of a premier journal dedicated to the application of psychological theories and techniques to marketing: Psychology & Marketing ( P&M ). To do so, this study employs bibliometrics to unpack the publication trends and the intellectual structure of P&M . In doing so, this study reveals several interesting findings. First, P&M 's publications grew by 71.9 times, authorships grew by 82.1 times, and citations grew by 150.8 times between 1984 and 2020, indicating a healthy growth of marketing research informed by psychology. Second, P&M 's contributions manifest through eight intellectual clusters—namely, marketing environment; consumer engagement; online consumer behavior and marketing; luxury consumption and marketing; sustainable consumption and marketing; influencer and international marketing; customer relationship, satisfaction, and loyalty; and marketing futures. Finally, P&M 's emerging and promising areas for future exploration include aesthetics and consumer impressions; celebrity endorsement; conspicuous consumption and hedonic adaptation; climate change; choice likelihood; consumer engagement; consumer psychology; marketing communication; sensory marketing; sharing economy; and social media marketing. As a whole, these findings should provide readers with a state‐of‐the‐art overview of marketing from psychology through the scientific contributions from P&M .

Keywords

Marketing scienceMarketingMarketing researchConsumer behaviourConsumption (sociology)Qualitative marketing researchMarketing managementRelationship marketingReturn on marketing investmentPsychologySociologyBusinessSocial science

Affiliated Institutions

Related Publications

Publication Info

Year
2021
Type
article
Volume
38
Issue
5
Pages
834-865
Citations
239
Access
Closed

External Links

View on DOI.org

Social Impact

Altmetric
PlumX Metrics

Social media, news, blog, policy document mentions

Citation Metrics

239
OpenAlex

Cite This

Naveen Donthu, Satish Kumar, Debidutta Pattnaik et al. (2021). A bibliometric retrospection of marketing from the lens of psychology: Insights from <i>Psychology &amp; Marketing</i>. Psychology and Marketing , 38 (5) , 834-865. https://doi.org/10.1002/mar.21472

Identifiers

DOI
10.1002/mar.21472