Journal of Consumer Research

JCR publishes papers of the highest quality on topics in consumer research. Editors: Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen, and Stacy Wood.

Go Figure!

Many authors use figures and tables to illustrate complex thoughts or data, and as a way to safe text. Such illustrations are often tied closely to a particular section of the paper. No doubt, figures and tables are quite useful for these purposes. Yet, figures and tables are also a great way to tell your story. With them, you can communicate the flow of your paper and its key points. Thus, my suggestion: after your write-up (including data) is complete, look at the paper from a bird’s eye perspective, and insert figures and tables to tell your story.

“Just a Thought ….from Bernd Schmitt”
Non-binding ideas for JCR authors.

Bernd Schmitt

Bernd is the Robert D. Calkins Professor of International Business at Columbia Business School and the Editor-in-Chief of JCR.

Bernd Schmitt has 10 posts and counting. See all posts by Bernd Schmitt