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Journal of Consumer Research Current Issue
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Latest posts
Last updated about 1 month ago
Search or Scroll: How Credibility versus Likability Premiums Shape Consumers’ Following Decisions
about 1 year ago
AbstractConsumers’ choices of whom to follow on digital platforms shape their informational...
The “Confidence” Trap: When the Likelihood Is Low, Forecasters Look Less Competent When They Refer to Their Confidence in an Outcome Rather Than Its Probability
about 1 year ago
AbstractMarketers make various forecasts, including those about new products, financial instruments, sporting...
Surviving as a Vegan in a World of Omnivores: Relational Fractures in Shared Practices
12 months ago
AbstractPrior research documents the role of the misalignment of practice elements in...
Brand Faith: How Spiritual Relationships Develop Between Consumers and Brands
11 months ago
AbstractConsumers increasingly seek spiritual satisfaction and existential meaning through brands. However, despite...
Conceptualizing Consumer Body Awareness
10 months ago
AbstractExisting research typically treats body awareness as a subset of self-awareness, which...
The Asymmetry of Gender-Fluid Trends
9 months ago
AbstractMarketers and consumers are rapidly embracing gender-fluid products that fundamentally challenge the...
Extremeness Aversion and Choice Set Composition: Exposure to Multiple Extreme Options Reduces Extremeness Aversion
9 months ago
AbstractExtremeness aversion—the tendency for consumers to prefer middling options in a choice...
Promotion Architecture: A Deal Fairness Model of Restricted Price Promotions
9 months ago
AbstractThis research examines the effectiveness of two common types of restricted price...
Starting Positive: The Impact of Self-Presentation Concerns on Consumer Reviews
9 months ago
AbstractThis research investigates how reviewers’ self-presentation strategies influence their posting behavior. We...
Brief Commentary: A Reexamination of the Effect of Forced Choice on Choice
9 months ago
AbstractWhen conducting studies in which the dependent variable is choice, researchers must...
Journal of Consumer Research Welcomes New Co-Editors
about 1 month ago
On behalf of the Policy Board of the Journal of Consumer Research...
From Order to Chaos: How Consumers Lose Control of Risks (and of Themselves)
over 1 year ago
AbstractConsumers are exposed to a growing array of risks in an increasingly...