How Do Brand Leaders Become Charismatic?
How do brand leaders such as Vogue’s Anna Wintour or Tesla’s Elon Musk induce awe and inspiration among millions of consumers?
Author: Markus Giesler
Crafting the Identity Politics of Consumption
How do consumers whose identities have been devalued set out to contest this devaluation without becoming activists?
April Issue: Voices Behind the Research
Authors and author teams from the Journal of Consumer Research April issue.
How Do Platforms Empower Consumers?
Platforms can strengthen a person’s abilities, rights, or authority to fulfill their objectives as a marketplace actor.
Regenerating Consumer Movement Solidarity
How do consumer movements continue even when their underpinning ideology becomes a threat?
Compact Logos Signal Product Safety
Does typography influence consumers’ interpretations of brand logos? Do these interpretations differ between cultures?
How Vocal Tones Impact Persuasion
A successful persuasion attempt is most likely to result from vocal tones denoting (1) focus, (2) low stress, and (3) stable emotions.
Our Associate Editors on Twitter
New to the Journal of Consumer Research ? Why not dialogue with our associate editors?
The Legitimation of Contested Products
How do marketplace objects and their properties facilitate market legitimacy?
Consumers: A Presidential Design Concern
How has the American citizen-consumer subject been created since the 1980s?