Carolyn Yoon

The Journal of Consumer Research publishes scholarly research that describes and explains consumer behavior. Empirical, theoretical, and methodological articles on consumers—including perspectives related to fields such as psychology, marketing, sociology, economics, communications, and anthropology—are featured in this multi-disciplinary journal. The primary thrust of JCR is academic, rather than managerial, with topics ranging from micro-level processes (such as brand choice) to more macro-level issues (such as the development of materialistic values). Bernd Schmitt, Editor-in-Chief June Cotte, Editor Markus Giesler, Editor Andrew Stephen, Editor Stacy Wood, Editor