JOURNAL OF CONSUMER RESEARCH
Scope & Guideline
Elevating understanding of market strategies.
Introduction
Aims and Scopes
- Consumer Behavior Analysis:
The journal examines the cognitive, emotional, and social factors that influence consumer choices and behaviors, emphasizing empirical research and theoretical development. - Brand Dynamics and Relationships:
Research often focuses on how brands interact with consumers, including brand loyalty, identity formation, and the impact of branding strategies on consumer perceptions. - Cultural and Social Influences on Consumption:
The journal explores how cultural, social, and economic contexts shape consumer preferences and behaviors, with an emphasis on identity, group dynamics, and societal norms. - Innovative Methodologies:
The Journal of Consumer Research encourages the use of diverse research methodologies, including experimental designs, qualitative studies, and meta-analyses, to provide comprehensive insights into consumer behavior. - Sustainability and Ethical Consumption:
Increasingly, the journal addresses themes of sustainability and ethical consumption, exploring how consumers navigate moral dilemmas in their purchasing decisions.
Trending and Emerging
- Digital Consumer Engagement:
There is a strong focus on how digital platforms and social media influence consumer behavior, including the role of influencers and online communities in shaping purchasing decisions. - Consumer Identity and Self-Expression:
Research on how consumers express their identities through consumption, including the impact of cultural and social factors on consumer choices, is increasingly prevalent. - Sustainability and Ethical Consumption:
A growing body of work addresses consumer attitudes towards sustainability, ethical consumption, and corporate social responsibility, reflecting heightened awareness of environmental issues. - Health and Well-being in Consumption:
Emerging studies explore the intersection of consumer behavior with health and well-being, particularly in the context of self-care and wellness trends. - Crisis and Consumer Behavior:
Research examining consumer reactions to crises, including economic downturns and public health emergencies, is becoming more prominent, indicating a shift towards understanding adaptive consumer behaviors.
Declining or Waning
- Traditional Retail Dynamics:
Research focused on traditional retail settings and consumer behavior has become less frequent, possibly due to the rapid shift towards e-commerce and digital consumption. - Purely Economic Models of Consumer Behavior:
There is a noticeable decrease in studies that rely solely on economic models without integrating psychological or sociocultural factors, as the field moves towards more holistic approaches. - Static Branding Strategies:
The exploration of static or traditional branding strategies has waned, giving way to research on dynamic brand interactions and the impact of digital media on consumer-brand relationships.
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