Research Burnout in Tenured Marketing Professors: An Empirical Investigation

In 1988, an American Marketing Association (AMA) task force expressed concern that a large number of senior marketing academicians were turning into "burnouts. " This article reports findings from a large-scale study that defined and measured the research burnout construct and explored its relationship to several variables. Findings indicate that research burnout is not as widespread as envisaged by the task force. Five correlates-intrinsic motivation for research, collaborative research efforts, failure to keep up with knowledge developments, lack of performance-contingent rewards, and weak doctoral training-account for 61% of the variation in research burnout.