Qualifications as a Scholar

Based upon the impact of his scholarly writings, Sage (the Independent Publishers Guild Academic and Professional Publisher of the Year 2012) identified  Prof. Jacoby as a “Legend in Consumer Behavior.”  As part of this recognition, Sage has published a compilation of many of his Jacoby’s writings as an eight volume set.  Each volume is edited by a different consumer researcher and includes commentaries by others on the impact of Jacoby’s work upon the field generally and  themselves personally and professionally.  See: Jagdish N. Sheth, Series Editor (2015) Legend in Consumer Behavior: Jacob Jacoby, Sage, India. ISBN 13: 978-93-515-0124-4.

Jacob Jacoby has published six books and more than 165 articles and book chapters. Based upon his scholarly publications in the field’s most rigorously reviewed peer journals, two independently conducted surveys identified him as the most frequently cited and most influential scholar in the field of consumer behavior during the twenty year period spanning 1968-1988.

  • Hoffman and Holbrook’s analysis of the field’s leading peer reviewed scholarly journal, the Journal of Consumer Research, identifies Jacoby as having the highest “influence index” of any of the field’s 42 most-published scholars whose work was accepted and published in JCR during the 15 year period spanning 1974-1989. 1
  • Cote, Leung and Cote’s comprehensive study of the impact of the publications in the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research (traditionally considered as the field’s most rigorous peer-reviewed journals) reveals Jacob Jacoby was the most often cited consumer (and second most often cited marketing) scholar in the Social Science Citation Index for the 20 year period spanning 1969 through 1988. The Social Science Citation Index covers more than 1,400 empirically oriented social and managerial science journals worldwide. 2

Dr. Jacoby has held many elected and appointed positions in various scholarly organizations, including terms as:

  • President of the American Psychological Association’s Society of Consumer Psychology (1973-74).
  • President of the Association for Consumer Research (1975)

Portions of Dr. Jacoby’s scholarly research have been supported by grants and contracts from such diverse sources as the National Science Foundation, the American Association of Advertising Agencies, the Federal Trade Commission and Procter & Gamble.3



1 D. Hoffman & M. Holbrook, “The Intellectual Structure of Consumer Research,” Journal of Consumer Research,1993 (19), 507-517, at 511. As an indication of its selectivity and rigor, the rejection rate at the Journal of Consumer Research tends to hover between 85% and 88% of the papers submitted.

2 Joseph Cote, Siew Meng Leong and Jane Cote. “Assessing the Dissemination and Utilization of Marketing Research in the Social Sciences: A Citation Analysis Approach.” School of Business, Washington State University working paper. August 10, 1990.

3 The work sponsored by the American Association of Advertising Agencies is described in the following two books:

  • Jacoby, J., Hoyer, W.D. and Sheluga, D.A., (1980) The Miscomprehension Of Televised Communication. American Association of Advertising Agencies: New York.
  • Jacoby J. and Hoyer, W.D., (1987) The Comprehension And Miscomprehension Of Print Communications: An Investigation Of Mass Media Magazines. Lawrence Erlbaum Associates: Hillsdale, New Jersey.

The work sponsored by Procter & Gamble is described in the following book:

  • Jacoby, J. and Chestnut, R.W. (1978) Brand Loyalty: Measurement and Management. John Wiley and Sons: New York.