Journal of Consumer Research

1974 - 2025

Current editor(s): Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

From Journal of Consumer Research Inc.
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Volume 49, issue 4, 2022

When Is HILO Low? Price Image Formation Based on Frequency versus Depth Pricing Strategies (The Influence of Prior Beliefs, Frequency Cues, and Magnitude Cues on Consumers’ Perceptions of Comparative Price Data) pp. 543-560

Daniel Sheehan, Ryan Hamilton and Ramnath K Chellappa

The Off by 100% Bias: The Effects of Percentage Changes Greater than 100% on Magnitude Judgments and Consumer Choice (Numerosity and Consumer Behavior) pp. 561-573

Matthew Fisher and Milica Mormann

Experiential and Analytical Price Evaluations: How Experiential Product Description Affects Prices (The Utility of an Information Processing Approach for Behavioral Price Research) pp. 574-594

Arnaud Monnier and Manoj Thomas

Offline Context Affects Online Reviews: The Effect of Post-Consumption Weather (Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness) pp. 595-615

Leif Brandes and Yaniv Dover

Social-Jetlagged Consumers and Decreased Conspicuous Consumption (Circadian Typology: A Comprehensive Review) pp. 616-633

Yunlu Yin and Zhongqiang (Tak) Huang

Work-to-Unlock Rewards: Leveraging Goals in Reward Systems to Increase Consumer Persistence (Naiveté, Projection Bias, and Habit Formation in Gym Attendance) pp. 634-656

Marissa A Sharif and Kaitlin Woolley

Money, Sacrificial Work, and Poor Consumers (The Low Literate Consumer) pp. 657-677

Rohit Varman, Hari Sreekumar and Russell W Belk

Why Are Donors More Generous with Time Than Money? The Role of Perceived Control over Donations on Charitable Giving (Appraisals of Control and Predictability in Adapting to a Chronic Disease) pp. 678-696

John P Costello and Selin A Malkoc

Volume 49, issue 3, 2022

Spending and Happiness: The Role of Perceived Financial Constraints (Does Spending Money on Others Promote Happiness?: A Registered Replication Report) pp. 373-388

Rodrigo S Dias, Eesha Sharma and Gavan J Fitzsimons

Expression Modalities: How Speaking Versus Writing Shapes Word of Mouth (Affective and Semantic Components in Political Person Perception) pp. 389-408

Jonah Berger, Matthew D Rocklage and Grant Packard

Almost Equal: Consumption under Fragmented Stigma (“The Low Literate Consumer) pp. 409-429

Christian A Eichert and Marius K Luedicke

Let Me Show You What I Did versus What I Have: Sharing Experiential versus Material Purchases Alters Authenticity and Liking of Social Media Users (How Extraverted Is Honey.bunny77@Hotmail.de? Inferring Personality from E-Mail Addresses) pp. 430-449

Francesca Valsesia and Kristin Diehl

Tangential Immersion: Increasing Persistence in Boring Consumer Behaviors (“What Does Doodling Do?) pp. 450-472

Alicea Lieberman, Andrea C Morales and O N Amir

Tweets We Like Aren’t Alike: Time of Day Affects Engagement with Vice and Virtue Tweets (Specious Reward: A Behavioral Theory of Impulsiveness and Impulse Control) pp. 473-495

Ozum Zor, Kihyun Hannah Kim and Ashwani Monga

Chronic Consumer Liminality: Being Flexible in Precarious Times (Understanding Difficult Consumer Transitions: The in/Dividual Consumer in Permanent Liminality) pp. 496-519

Laetitia Mimoun and Fleura Bardhi

Moving, Fast or Slow: How Perceived Speed Influences Mental Representation and Decision Making (Seeing the Big Picture: The Effect of Height on the Level of Construal) pp. 520-542

Yael Shani-Feinstein, Ellie J Kyung and Jacob Goldenberg

Volume 49, issue 2, 2022

It’s Good to Be Different: How Diversity Impacts Judgments of Moral Behavior (Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter) pp. 177-201

Uzma Khan and Ajay Kalra

Mapping Consumers’ Context-Dependent Consumption Preferences: A Multidimensional Unfolding Approach (An Empirical Comparison of Logit Choice Models with Discrete versus Continuous Representations of Heterogeneity) pp. 202-228

Junghyun Park, Minki Kim and Pradeep Chintagunta

Repair, Consumption, and Sustainability: Fixing Fragile Objects and Maintaining Consumer Practices (Matter in or out of Place? Bicycle Parking Strategies and Their Effects on People, Practices and Places) pp. 229-251

D Matthew Godfrey, Linda L Price and Robert F Lusch

Sizes Are Gendered: The Effect of Size Cues in Brand Names on Brand Stereotyping (Consumer Evaluations of Brand Extensions) pp. 252-267

Kuangjie Zhang, Shaobo (Kevin) Li and Sharon Ng

Really Rewarding Rewards: Strategic Licensing in Long-Term Healthy Food Consumption (The Club Store Effect: Impact of Shopping in Warehouse Club Stores on Consumers’ Packaged Food Purchases) pp. 268-287

Rishika Rishika, Sven Feurer and Kelly L Haws

Egocentric Processing: The Advantages of Person-Related Features in Consumers’ Product Decisions (Dimensions of Brand Personality) pp. 288-311

Liad Weiss

Courtesy Stigma Management: Social Identity Work among China’s “Leftover Women” (The Low Literate Consumer) pp. 312-335

Chihling Liu and Robert V Kozinets

Banking Happiness (Nostalgia: Retreat or Support in Difficult Times?) pp. 336-358

Ali Faraji-Rad and Leonard Lee

Promoting Data Richness in Consumer Research: How to Develop and Evaluate Articles with Multiple Data Sources (The Critical Role of Methodological Pluralism for Policy-Relevant Empirical Marketing Research) pp. 359-372

Simon J Blanchard, Jacob Goldenberg, Koen Pauwels and David A Schweidel

Volume 49, issue 1, 2022

Racial Oppression and Racial Projects in Consumer Markets: A Racial Formation Theory Approach (The Ghetto Marketing Life Cycle: A Case of Underachievement) pp. 1-24

David Crockett

Influencer-Generated Reference Groups (Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter) pp. 25-45

Jeffrey K Lee and Enric Junqué de Fortuny

A Liberating-Engagement Theory of Consumer Fun (Pleasure Principles: A Review of Research on Hedonic Consumption) pp. 46-73

Travis Tae Oh and Michel Tuan Pham

Consumption Ideology (Ideology and Terror: A Novel Form of Government) pp. 74-95

Bernd Schmitt, J Joško Brakus and Alessandro Biraglia

Consumer Timework (Understanding Difficult Consumer Transitions: The In/Dividual Consumer in Permanent Liminality) pp. 96-111

Thomas Derek Robinson, Ela Veresiu and Ana Babić Rosario

Your Cheatin' Heart: How Emotional Intelligence and Selfishness Impact the Incidence of Consumer Fraud (Consumers’ Trust in Feelings as Information) pp. 112-131

Jonathan Hasford, Blair Kidwell, David M Hardesty and Adam Farmer

Consumers Believe That Products Work Better for Others (Age-Related Decline in Executive Function Predicts Better Advice-Giving in Uncomfortable Social Contexts) pp. 132-153

Evan Polman, Ignazio Ziano, Kaiyang Wu and Anneleen Van Kerckhove

Loved As-Is: How God Salience Lowers Interest in Self-Improvement Products (Cross-Domain Effects of Guilt on Desire for Self-Improvement Products) pp. 154-174

Lauren Grewal, Eugenia C Wu and Keisha M Cutright

Volume 48, issue 6, 2022

Practice Diffusion (Value Creation in Consumption Journeys: Recursive Reflexivity and Practice Continuity) pp. 939-969

Melissa Archpru Akaka, Hope Jensen Schau and Stephen L Vargo

Consumers Value Effort over Ease When Caring for Close Others (Inclusion of Other in the Self Scale and the Structure of Interpersonal Closeness) pp. 970-990

Ximena Garcia-Rada, Mary Steffel, Elanor F Williams and Michael I Norton

The Impact of Payment Frequency on Consumer Spending and Subjective Wealth Perceptions (Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions) pp. 991-1009

Wendy De La Rosa and Stephanie M Tully

Consumers as Naive Physicists: How Visual Entropy Cues Shift Temporal Focus and Influence Product Evaluations (Context in Emotion Perception) pp. 1010-1031

Gunes Biliciler, Rajagopal Raghunathan and Adrian F Ward

Hiding in the Crowd: Secrecy Compels Consumer Conformity (Manipulating Personal Salience: The Effects of Performance Expectations on Physical Positioning) pp. 1032-1049

Dongjin He, Yuwei Jiang and Gerald J Gorn

In the Eye of the Beholder: The Interplay of Numeracy and Fluency in Consumer Response to 99-Ending Prices (Conditioning Prices on Purchase History) pp. 1050-1072

Brady T Hodges and Haipeng (Allan) Chen

Social Emotions and the Legitimation of the Fertility Technology Market (The Role of Emotions in Marketing) pp. 1073-1095

Laetitia Mimoun, Lez Trujillo-Torres and Francesca Sobande

The Threshold-Crossing Effect: Just-Below Pricing Discourages Consumers to Upgrade (The Influence of Prior Beliefs, Frequency Cues, and Magnitude Cues on Consumers' Perceptions of Comparative Price Data) pp. 1096-1112

Junha Kim, Selin A Malkoc and Joseph K Goodman

Volume 48, issue 5, 2022

Relevance—Reloaded and Recoded (From the Editors-Elect: Meaningful Consumer Research) pp. 753-755

Bernd H Schmitt, June Cotte, Markus Giesler, Andrew T Stephen and Stacy Wood

Can Consumers Learn Price Dispersion? Evidence for Dispersion Spillover across Categories (Representing Multiple Objects as an Ensemble Enhances Visual Cognition) pp. 756-774

Quentin André, Nicholas Reinholtz and Bart De Langhe

Social Class Shapes Donation Allocation Preferences (Similarity and Empathy: The Experience of Rape) pp. 775-795

Yan Vieites, Rafael Goldszmidt and Eduardo B Andrade

Consumer Minimalism (Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach) pp. 796-816

Anne V Wilson and Silvia Bellezza

Mining Consumer Minds: Downstream Consequences of Host Motivations for Home-Sharing Platforms (Counting Your Customers’ One by One: A Hierarchical Bayes Extension to the Pareto/NBD Model) pp. 817-838

Jaeyeon (Jae) Chung, Gita Venkataramani Johar, Yanyan Li, Oded Netzer and Matthew Pearson

Obligatory Publicity IncreasesCharitable Acts (Prosocial Spending and Well-Being: Cross-Cultural Evidence for a Psychological Universal) pp. 839-857

Adelle X Yang and Christopher K Hsee

Becoming Through Contiguity and Lines of Flight: The Four Faces of Celebrity-Proximate Assemblages (River Magic: Extraordinary Experience and the Extended Service Encounter) pp. 858-884

Michal J Carrington and Julie L Ozanne

Syntax and the Illusion of Fit: How Grammatical Subject Influences Persuasion ($29 for 70 Items or 70 Items for $29? How Presentation Order Affects Package Perceptions) pp. 885-903

Massimiliano Ostinelli and David Luna

How Resource Scarcity Influences the Preference for Counterhedonic Consumption (On the Consumption of Negative Feelings) pp. 904-919

Haiyang Yang and Kuangjie Zhang

Diversity, Equity, and Inclusion (DEI) in the Journal of Consumer Research: A Curation and Research Agenda (When Feeling Younger Depends on Others: The Effects of Social Cues on Older Consumers) pp. 920-933

Zeynep Arsel, David Crockett and Maura L Scott

Volume 48, issue 4, 2021

Three Themes for the Future of Brands in a Changing Consumer Marketplace pp. 517-526

Margaret C Campbell and Linda L Price

The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration pp. 527-540

Kevin Lane Keller

Exposure to Brands Makes Preferential Decisions Easier pp. 541-561

Ryan Rahinel, Ashley S Otto, Daniel M Grossman, Joshua J Clarkson, Margaret C Campbell and Kevin Lane Keller

From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust pp. 562-585

Isabelle Engeler, Kate Barasz, Margaret C Campbell and Kevin Lane Keller

How Brands Craft National Identity pp. 586-609

Michael B Beverland, Giana M Eckhardt, Sean Sands, Avi Shankar, Eileen Fischer, Linda L Price and Robert V Kozinets

Doing Relationship Work: A Theory of Change in Consumer–Brand Relationships pp. 610-632

Claudio Alvarez, Danielle J Brick, Susan Fournier, Linda L Price and Hope Jensen Schau

Building Brands for the Emerging Bicultural Market: The Appeal of Paradox Brands pp. 633-650

Maria A Rodas, Deborah Roedder John, Carlos J Torelli, Margaret C Campbell and Stefano Puntoni

One Brand, Many Trajectories: Narrative Navigation in Transmedia pp. 651-681

Stephanie Feiereisen, Dina Rasolofoarison, Cristel Antonia Russell, Hope Jensen Schau, Eileen Fischer, Margaret C Campbell and Ashlee Humphreys

A Framework of Brand Contestation: Toward Brand Antifragility pp. 682-708

Daniel Dietrich, Cristel Antonia Russell, Linda L Price and Zeynep Arsel

The Curse of the Original: How and When Heritage Branding Reduces Consumer Evaluations of Enhanced Products pp. 709-730

Minju Han, George E Newman, Rosanna K Smith, Ravi Dhar, Margaret C Campbell and Kevin Lane Keller

Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace pp. 731-751

Verena E Wieser, Marius K Luedicke, Andrea Hemetsberger, Linda L Price and Julie L Ozanne

Volume 48, issue 3, 2021

Emotionally Numb: Expertise Dulls Consumer Experience pp. 355-373

Matthew D Rocklage, Derek D Rucker, Loran F Nordgren, J Jeffrey Inman and Chris Janiszewski

Online Advertising Suppresses Visual Competition during Planned Purchases pp. 374-393

Ralf van der Lans, Rik Pieters, Michel Wedel, Vicki G Morwitz, J Jeffrey Inman and Olivier Toubia

Wordify: A Tool for Discovering and Differentiating Consumer Vocabularies pp. 394-414

Dirk Hovy, Shiri Melumad, J Jeffrey Inman, Richard J Lutz and Charles F Hofacker

The Impact of a Two-Step Choice Process on Trade-Off Decisions pp. 415-427

Jing Lei, Ying Zhang, Vicki G Morwitz, Amna Kirmani and Kristin Diehl

How Do Platforms Empower Consumers? Insights from the Affordances and Constraints of Reclame Aqui pp. 428-455

Robert V Kozinets, Daniela Abrantes Ferreira, Paula Chimenti, Linda L Price and Christina Goulding

Multitasking as Consumer Compensatory Control pp. 456-473

Jerry J Han, Susan M Broniarczyk and Leonard Lee

Safe Together, Vulnerable Apart: How Interstitial Space in Text Logos Impacts Brand Attitudes in Tight versus Loose Cultures pp. 474-491

Tanvi Gupta, Henrik Hagtvedt, Margaret C Campbell and Chris Janiszewski

Creating Responsible Subjects: The Role of Mediated Affective Encounters pp. 492-512

Domen Bajde, Pilar Rojas-Gaviria, Eileen Fischer, Linda L Price and Ashlee Humphreys

Erratum: On My Own: The Aversion to Being Observed during the Preference-Construction Stage pp. 514-514

Yonat Zwebner and Rom Y Schrift

Volume 48, issue 2, 2021

Audio Mining: The Role of Vocal Tone in Persuasion pp. 189-211

Xin (Shane) Wang, Shijie Lu, X I Li, Mansur Khamitov, Neil Bendle, J. Jeffrey Inman and Andrew T Stephen

The Embodiment of Consumer Knowledge pp. 212-234

Nick Llewellyn, Linda L Pricer and Zeynep Arsel

What Makes Content Engaging? How Emotional Dynamics Shape Success pp. 235-250

Jonah Berger, Yoon Duk Kim, Robert Meyer, J. Jeffrey Inman and Andrew T Stephen

How and Why Our Eating Decisions Neglect Infrequently Consumed Foods pp. 251-269

Abigail B Sussman, Anna Paley, Adam L Alter, Margaret C Campbell and Susan M Broniarczyk

Hoping for the Worst? A Paradoxical Preference for Bad News pp. 270-288

Kate Barasz, Serena F Hagerty, Margaret C Campbell and Simona Botti

The Regeneration of Consumer Movement Solidarity pp. 289-308

Andreas Chatzidakis, Pauline Maclaran, Rohit Varman, Eileen Fischer, Linda L Price and Eileen Fischer

Space as a Resource in the Politics of Consumer Identity pp. 309-332

Andre F Maciel, Melanie Wallendorf, Eileen Fischer, Linda L Price and Zeynep Arsel

Language and Consumer Dishonesty: A Self-Diagnosticity Theory pp. 333-351

Phyliss Jia Gai, Stefano Puntoni, Margaret C Campbell and Peter R Darke

Volume 48, issue 1, 2021

Beliefs about Whether Spending Implies Wealth pp. 1-21

Heather Barry Kappes, Joe J Gladstone, Hal E Hershfield, J. Jeffrey Inman and Ashwani Monga

The Politicization of Objects: Meaning and Materiality in The U.S. Cannabis Market pp. 22-50

Aimee Dinnin Huff, Ashlee Humphreys, Sarah J.S. Wilner, Eileen FischerEditor, Price Linda LEditor and Julie L Ozanne

Exploratory Shopping: Attention Affects In-Store Exploration and Unplanned Purchasing pp. 51-76

Mathias C Streicher, Zachary Estes, Oliver B Büttner, J. Jeffrey Inman and Barbara E Kahn

How Do Consumers React to Company Moral Transgressions? The Role of Power Distance Belief and Empathy for Victims pp. 77-101

Haiyue (Felix) Xu, Lisa E Bolton, Karen Page Winterich, Amna Kirmani and Sankar Sen

Makeup Who You Are: Self-Expression Enhances the Perceived Authenticity and Public Promotion of Beauty Work pp. 102-122

Rosanna K Smith, Michelle R vanDellen, Lan Anh N Ton, Amna Kirmani and JoAndrea Hoegg

How the Eyes Connect to the Heart: The Influence of Eye Gaze Direction on Advertising Effectiveness pp. 123-146

Rita Ngoc To, Vanessa M Patrick, Margaret C Campbell and JoAndrea Hoegg

How You Estimate Calories Matters: Calorie Estimation Reversals pp. 147-168

Kaitlin Woolley, Peggy J. Liu, Amna Kirmani and Lauren Block

The Psychology of Marginal Utility pp. 169-188

Xilin Li, Christopher K Hsee, J Jeffrey Inman and Hilke Plassmann