Unraveling Impact: Exploring Effects of Novelty in Top Consumer Research Journals

This research studies the impact of articles appearing in the top four journals for consumer research—JCR, JMR, JM, and JCP—by examining factors that influence scholarly, public, and practical impact. This conceptually distinguishes between “incongruent novelty” (novelty arising from incongruity between an article and other existing articles) and “recombinant novelty” (novelty based on drawing from more disparate references). Incongruent novelty is decomposed into two components: (1) topic incongruity—incongruity between an article's topic and other existing topics at the time and (2) article incongruity—incongruity between an article and other existing articles on the same primary topic. By integrating topic modeling and word embedding to measure these constructs, we demonstrate varying impacts of types of novelty on three types of impact. Overall, our findings illustrate that topic and article incongruity have effects above and beyond recombinant novelty. For both scholarly and public impact, our results suggest that moderately high topic incongruity has the largest influence, suggesting that researchers should address novel topics. Additionally, scholarly citations are positively affected by lower and higher (vs. moderate) levels of article incongruity, suggesting that researchers either engage in programmatic research or add a new approach to the existing research on a topic.