JCR publishes papers of the highest quality on topics in consumer research. Editors: Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen, and Stacy Wood.
How do consumers whose identities have been devalued set out to contest this devaluation without becoming activists?
A JCR podcast on Wordify, a new methodological tool for discovering and differentiating consumer vocabularies.
Practices emerge across diverse cultural and national contexts through adaptation, fueled by processes of codification and transposition.
At JCR, we broadly distinguish between five different types of papers, each requiring a slightly different approach.
Expertise can undermine emotional reactions. But that doesn’t have to be the case.