“…Given that JCB is a major source for consumer behaviour research and in conjunction with the journal's milestone run of 20 years, this study aims to present a retrospective review of JCB that will shed light on the evolution and trends of consumer behaviour discussed in the journal. The practice of presenting a retrospective of a journal to represent extant knowledge in the field is not new (e.g., Cross Cultural and Strategic Management (Kumar, Pandey, & Mukherjee, 2022), International Journal of Bank Marketing (Kumar, Xiao, et al, 2022), Journal of Advertising (Donthu et al, 2022), Journal of Business and Industrial Marketing (Valenzuela et al, 2017), Journal of Consumer Affairs (Baker et al, 2021), Journal of Consumer Research (Hoffman & Holbrook, 1993), Journal of International Marketing (Donthu, Kumar, Pandey, & Lim, 2021), Journal of Research in Interactive Marketing (Lim, Kumar, Pandey, et al, 2022), and Psychology and Marketing (Donthu, Kumar, Pattnaik, & Lim, 2021)). In line with past journal retrospectives, we conduct a retrospective review of JCB using bibliometric analysis to deliver pertinent insights that are guided by the following research questions (RQs):RQ1 What is publication and citation trend of JCB ? RQ2 Which are the most cited articles in JCB ? RQ3 Which journals have cited JCB articles the most? RQ4 What are the major themes explored by JCB authors over time? RQ5 What are the emerging topics explored by JCB authors in recent times?…”