Current Issue

GenAI and Consumer Research: Are We the Last Generation of Human Consumer Researchers? – By Bernd Schmitt

Min Thapa

The GenAI Future of Consumer Research – By Ming-Hui Huang and Roland T Rust

Min Thapa

Ideation with Generative AI—in Consumer Research and Beyond – By Julian De Freitas, Gideon Nave, and Stefano Puntoni

Min Thapa

Collaborating with Generative AI in Consumer Culture Research – By Amber M Epp and Ashlee Humphreys

Min Thapa

When Is Digital Censorship Permissible? A Conversation Norms Account – By Tami Kim

Min Thapa

Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers – By Demi Oba, Holly S Howe, and Gavan J Fitzsimons

Min Thapa

Quality–Quantity Tradeoffs in Consumption – By Rodrigo S Dias, Eesha Sharma, and Gavan J Fitzsimons

Min Thapa

‘Woman-Owned Business’ Labels Enhance Perceived Competence – By Nicole Davis and Tami Kim

Min Thapa

People Believe If 90% Prefer A over B, A Must Be Much Better than B. Are They Wrong? – By Graham Overton, Ioannis Evangelidis, and Joachim Vosgerau

Min Thapa

Positive Contrast Scope Insensitivity – By Guy Voichek and Nathan Novemsky

Min Thapa
Browse the Full Issue

The NetworkSee All

JCR Inclusion Grants

JCR Inclusion Grants

June Cotte

What is an Inclusion Grant? The general idea is to help JCR authors offered a revision opportunity who do not

Consumer-Driven Memorialization

Consumer-Driven Memorialization

Markus Giesler

Diversity, Equity, and Inclusion (DEI) in the Journal of Consumer Research: A Curation and Research Agenda

Markus Giesler
Crafting the Identity Politics of Consumption

Crafting the Identity Politics of Consumption

Markus Giesler

ChalkboardSee All

Collaborating with Generative AI in Consumer Culture Research

Collaborating with Generative AI in Consumer Culture Research

Oleg Urminsky

       Amber Epp                               

The GenAI Future of Consumer Research

The GenAI Future of Consumer Research

Oleg Urminsky
Ideation with Generative AI—in Consumer Research and Beyond

Ideation with Generative AI—in Consumer Research and Beyond

Oleg Urminsky
The Consumption of Crowdfunding

The Consumption of Crowdfunding

Markus Giesler

The Authors’ TableSee All

People Believe If 90% Prefer A over B, A Must Be Much Better than B. Are They Wrong?

People Believe If 90% Prefer A over B, A Must Be Much Better than B. Are They Wrong?

Oleg Urminsky

    .  Graham Overton                               

When Is Digital Censorship Permissible? A Conversation Norms Account

When Is Digital Censorship Permissible? A Conversation Norms Account

Oleg Urminsky
How Does Time Pressure Influence Risk Preferences? Answers from a Meta-Analysis

How Does Time Pressure Influence Risk Preferences? Answers from a Meta-Analysis

Min Thapa
Why do Some Online Communities Become Toxic?

Why do Some Online Communities Become Toxic?

June Cotte

Editorial MattersSee All

How Do We Evaluate JCR Papers?

How Do We Evaluate JCR Papers?

The Editors

At JCR, we broadly distinguish between five different types of papers, each requiring a slightly different approach.

Evaluating Conceptual Papers

Evaluating Conceptual Papers

The Editors
Evaluating Theory-Driven Empirical Papers

Evaluating Theory-Driven Empirical Papers

The Editors
Evaluating Substantive Phenomena Papers

Evaluating Substantive Phenomena Papers

The Editors
Evaluating Consumer Culture Research Papers

Evaluating Consumer Culture Research Papers

The Editors
Evaluating (Multi-)Method and Empirical Quant Papers

Evaluating (Multi-)Method and Empirical Quant Papers

The Editors

The Pitch: Resources for JournalistsSee All

When Consumers Ignore Risk

When Consumers Ignore Risk

Stacy Wood

Risk spirals and collective ignorance Increasingly risky subprime borrowing, rise in the number of botched plastic surgeries carried out in

Payment Frequency Impacts Consumer Spending

Payment Frequency Impacts Consumer Spending

Markus Giesler
The Hidden Cost of Gaining Expertise

The Hidden Cost of Gaining Expertise

June Cotte
Responsibilizing Consumers: The Role of Affect

Responsibilizing Consumers: The Role of Affect

Markus Giesler