Fewer Contributions, Please!
An important criterion of evaluation of a JCR paper is its contribution to the consumer literature. We are all tempted to write that the paper contributes to A and to B, to C and to D, and E and F. Indeed, claims that a paper contributes to 5-6 different literatures at the same time are not uncommon. I have done it myself. As an editor, however, I am looking for that one BIG contribution that might change the world of consumer research. Too grand? Maybe. Still, try to articulate your one, major contribution rather than several smaller ones.
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“Just a Thought ….from Bernd Schmitt”
Non-binding ideas for JCR authors.
