The QT and CB Divide in Marketing

We document the systematic differences in publication and citation between quantitative modeling (QT) and consumer behavior (CB) researchers in the field of marketing and examine how these differences evolve over the career cycle. We further study how QT and CB publications and citations are evaluated at three milestones of the career. Across all current tenure-track marketing faculty in the world’s top 150 schools, we find that QTs and CBs...