The first issue of Psychology & Marketing was published in 1984. The journal was conceived as a forum for academics and practitioners in psychology, marketing, and related fields to engage in an exchange of scholarly information. The raison d'être of the journal was to bring psychologically sophisticated information and methodologies to bear on all aspects of marketing theory and practice. This review analyzes the performance of Psychology & Marketing from several perspectives, and includes data comparing its performance to the performance of other journals. Looking back over the last 25 years of its history, it seems fair to conclude that Psychology & Marketing has clearly delivered on its tacit promise of effectively building the knowledge base of marketing through psychology-based insights. Looking forward, it seems reasonable to anticipate that the journal's well-established track record in terms of diversity in the content, research design, and methodologies of its published articles will continue to stand as a welcome and refreshing distinction from other journals covering comparable domains of study. © 2009 Wiley Periodicals, Inc.