IRS Bastian Kindermann
Tuesday, 2 February 2016, 12 noon, TIM Social Area
Core or Periphery? Exploring the Role of Theory in Marketing Scholarship, 2000-2014
This study explores the role and evolution of theory in marketing scholarship. I employ a text mining method known as topic modelling to analyse the full-text corpus of 3,937 articles published in the five FT45-listed marketing journals (Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science) between 2000 and 2014. My initial analyses uncover at least eight explicit theory topics among the 148 topics that form the topic landscape of marketing research. The evolution of these theory topics as evidenced in the number of articles published per year that are associated with the respective theory reveals two major patterns – a life-cycle pattern (e.g., regulatory focus) and a linear pattern (e.g., persuasion knowledge). However, individual articles exhibit below-average associations with these theory topics. This might indicate that theory is at the periphery rather than the core of marketing scholarship.