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Journal of Marketing Research

Journal of Marketing Research

Published in Association with American Marketing Association

eISSN: 15477193 | ISSN: 00222437 | Current volume: 58 | Current issue: 5 Frequency: Bi-monthly

The Journal of Marketing Research (JMR) is a bimonthly journal serving the scholarly and practitioner communities in the field of marketing.

Editorial Objectives
JMR is a broad-based journal that aims to publish the highest-quality articles in the discipline of marketing. Published articles must make a significant contribution to the marketing discipline, provide a basis for stimulating additional research, and meet high standards of scholarship.

Nature of JMR Research
JMR publishes articles representing the entire spectrum of topics in marketing. It welcomes diverse theoretical perspectives, and a wide variety of data and methodological approaches. JMR seeks papers that make methodological, substantive, and/or theoretical contributions. Empirical studies in papers that seek to make a theoretical and/or substantive contribution may involve experimental and/or observational designs and rely on primary data (including qualitative data) and/or secondary data (including meta-analytic data sets).

Methodological Contribution

Authors seeking to make a methodological contribution should compare their proposed new methods to established methods, indicating the circumstances under which the new methods are superior and why. The papers should also disclose limitations of the new methods. The papers should explain what the proposed methods might mean for understanding consumers, firms, or regulatory agencies. Papers that review methods to stimulate further research are also welcome.

Substantive Contribution

Authors seeking to make a substantive contribution should provide insights into marketing phenomena, and discuss their implications for practitioners, policy makers, and customers, among other stakeholders. Research in other disciplines such as economics, management, operations, or psychology may be used to generate insights into marketing phenomena. Papers that use analytical economic models should provide substantive insights into important marketing problems.

Theoretical Contribution

Authors seeking to make a theoretical contribution should build new theory in the field of marketing, and discuss its implications for practitioners, policy makers, customers and/or other stakeholders. Authors should highlight their theoretical contribution by briefly reviewing extant research and explaining how their work advances this research. To the extent they are relevant, authors should describe implications of their new theories for other disciplines.

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JMR is a broad-based journal that aims to publish the highest-quality articles in the discipline of marketing. Published articles must make a significant contribution to the marketing discipline, provide a basis for stimulating additional research, and meet high standards of scholarship.



Sachin Gupta Cornell University, USA
Peter Danaher Monash University, Australia
Vikas Mittal Rice University, USA
Maureen Morrin Rutgers University, USA
Vice President of Publications
Ronald Paul Hill Kogod School of Business, American University, USA
Advisory Board
Pradeep Chintagunta University of Chicago, USA
Tülin Erdem Leonard N. Stern School Professor of Business and Professor of Marketing at New York University
John R. Hauser Massachusetts Institute of Technology, USA
Mary Frances Luce Duke University, USA
John G. Lynch University of Colorado, USA
Robert J. Meyers University of Pennsylvania, USA
Michel Wedel University of Maryland, USA
Associate Editors
Kusum Ailawadi Dartmouth College, USA
Wilfred Amaldoss Duke University, USA
Neeraj Arora University of Wisconsin - Madison, USA
James R. Bettman Duke University, USA
Bryan Bollinger New York University, USA
Eric Bradlow University of Pennsylvania, USA
Randolph Bucklin University of California - Los Angeles, USA
Anindita Chakravarty University of Georgia, USA
Keisha Cutright Duke University, USA
Darren Dahl University of British Columbia, Canada
Marnik Dekimpe Tilburg University, Netherlands
Fred Feinberg University of Michigan, USA
Eleanor Feit Drexel University, USA
Eileen Fischer York University, Canada
Jacob Goldenberg Interdisciplinary Center (IDC) Herzilya, Israel
Kelly Goldsmith Vanderbilt University, USA
Dhruv Grewal Babson College, USA
Jan Heide University of Wisconsin - Madison, USA
Julie Irwin University of Texas at Austin, USA
Raghuram Iyengar University of Pennsylvania, USA
Shailendra Pratap Jain University of Washington, USA
Satish Jayachandran University of South Carolina, USA
Kinshuk Jerath Columbia University, USA
Eric Johnson Columbia University, USA
Vrinda Kadiyali Cornell University, USA
P. K. Kannan University of Maryland, USA
Aradhna Krishna University of Michigan, USA
Mary Frances Luce Duke University, USA
Detelina Marinova University of Missouri, USA
Ashwani Monga Rutgers University, USA
Gergana Nenkov Boston College, USA
Nailya Ordabayeva Boston College, USA
A. Yesim Orhun University of Michigan, USA
Vanessa Patrick-Ralhan University of Houston, USA
Alok Saboo Georgia State University, USA
Ann Schlosser University of Washington, USA
Aner Sela University of Florida, USA
Jiwoong Shin Yale University, USA
Hari Sridhar Texas A&M University, USA
S. Sriram University of Michigan, USA
Stefan Stremersch Erasmus University, Netherlands
Manoj Thomas Cornell University, USA
Michael Trusov University of Maryland, USA
Katherine White University of British Columbia, Canada
Kenneth Wilbur University of California, San Diego, USA
Karen Winterich Pennsylvania State University, USA
Carolyn Yoon University of Michigan, USA
Rui (Juliet) Zhu Cheung Kong Graduate School of Business, China
Editorial Review Board
Michael Ahearne University of Houston, USA
Paulo Albuquerque INSEAD
Michelle Andrews Emory University, USA
Asim Ansari Columbia University, USA
Anocha Aribarg University of Michigan, USA
Eva Ascarza Columbia University, USA
Rajesh Bagchi Virginia Tech, USA
Hans Baumgartner Pennsylvania State University, USA
Joshua Beck University of Oregon, USA
Silvia Bellezza Columbia University, USA
Jonathan Berman London Business School, UK
Ron Berman University of Pennsylvania, USA
Sundar Bharadwaj University of Georgia, USA
Dipayan Biswas University of South Florida, USA
Simon Blanchard Georgetown University, USA
Lauren Block Baruch College, USA
Bryan Bollinger New York University, USA
Lisa Bolton Penn State University, USA
Samuel Bond Georgia Tech University, USA
Abhishek Borah INSEAD
Michael Braun Southern Methodist University, USA
Aaron Brough Utah State University, USA
Norris Bruce University of Texas at Dallas, USA
Pierre Chandon INSEAD, France
Amar Cheema University of Virginia, USA
Zoey Chen University of Miami, USA
Andrew Ching Johns Hopkins University, USA
Doug Chung Harvard University, USA
Luca Cian University of Virginia, USA
Yann Cornil University of British Columbia, Canada
Cynthia E. Cryder Washington University in St. Louis, USA
Tony Cui University of Minnesota USA
Marcus Cunha University of Georgia, USA
Martin De Jong Erasmus University, Netherlands
Sara Dommer Georgia Institute of Technology, USA
Rex Du University of Houston, USA
Daria Dyzabura New York University, USA
Peter Ebbes HEC Paris, France
Ryan Elder Brigham Young University, USA
Jordan Etkin Duke University, USA
Elea Feit Drexel University, USA
Daniel Fernandes Catholic University of Portugal, Portugal
Rosellina Ferraro University of Maryland, USA
Stacey Finkelstein Stony Brook University, USA
Dennis Fok Erasmus Universiteit Rotterdam, Netherlands
David Gal University of Illinois, USA
Huachao Gao University of Victoria, Canada
Frank Germann University of Notre Dame, USA
Tansev Geylani University of Pittsburgh, USA
Manpreet Gill University of South Carolina, USA
Kelly Goldsmith Vanderbilt University, USA
Shyam Gopinath Indiana University, USA
Brett Gordon Northwestern University, USA
Mahima Hada City University of New York, USA
David Hardesty University of Kentucky
Kelly L. Haws Vanderbilt University, USA
Paul Hoban University of Wisconsin, USA
Donna Hoffman George Washington University, USA
Wayne D. Hoyer University of Texas at Austin, USA
Szu-chi Huang Stanford University, USA
Sam Hui University of Houston, USA
Mathew Isaac Seattle University, USA
Shailendra Jain University of Washington, USA
Chris A. Janiszewski University of Florida, USA
Baojun Jiang Washington University in St. Louis, USA
Pranav Jindal University of North Carolina, USA
Deborah Roedder John University of Minnesota, USA
Garrett Johnson Boston University, USA
Uzma Khan University of Miami, USA
Ceren Kolsarici Queen's University, Canada
Thomas Kramer University of California, Riverside, USA
Alok Kumar University of Nebraska-Lincoln, USA
Anja Lambrecht London Business School, England
Krista Li Indiana University, USA
Jura Liaukonyte Cornell University, USA
Noah Lim University of Wisconsin - Madison, USA
Jia Liu Hong Kong University of Science & Technology, Hong Kong
Peggy Liu University of Pittsburgh, USA
Shijie Lu University of Houston, USA
Lan Luo University of Southern California, USA
Liye Ma University of Maryland, USA
Girish Mallapragada Indiana University, USA
Ashwin Malshe University of Texas, San Antonio, USA
Murali Mantrala University of Missouri, USA
Brent McFerran Simon Frasier University, Canada
Nitin Mehta University of Toronto, Canada
Himanshu Mishra University of Utah, USA
Alokparna Monga Rutgers University, USA
Sarah Moore University of Alberta, Canada
Jim Mourey DePaul University, USA
Andres Musalem Universidad de Chile, Chile
Vishal Narayan National University of Singapore, Singapore
Scott Neslin Dartmouth College, USA
Neeru Paharia Georgetown University, USA
Dominik Papies University of Tübingen, Germany
Sungho Park Arizona State University, USA
Young-Hoon Park Cornell University, USA
Adithya Pattabhiramaiah Georgia Tech, USA
Joann Peck University of Wisconsin-Madison, USA
Kay Peters University of Hamburg, Germany
Marina Puzakova Lehigh University, USA
Anita Rao University of Chicago, USA
Ram C. Rao University of Texas at Dallas, USA
Rebecca Reczek Ohio State University, USA
Scott Rick University of Michigan, USA
Olivier Rubel University of California, Davis, USA
Navdeep Sahni Stanford University, USA
Anthony Salerno University of Cincinnati, USA
Adriana Samper Arizona State University, USA
Jennifer Savary University of Arizona, USA
Amin Sayedi University of Washington, USA
Lisa Scheer University of Missouri - Columbia, USA
David A. Schweidel Emory University, USA
Maura Scott Florida State University, USA
Aner Sela University of Florida, USA
Jaideep Sengupta Hong Kong University of Science and Technology, China
Bradley Shapiro University of Chicago, USA
Woochoel Shin University of Florida, USA
Jagdip Singh Case Western Reserve University, USA
Bernd Skiera Goethe University Frankfurt, Germany
Mary Steffel Northeastern University, USA
Upender Subramaniam University of Texas at Dallas, USA
Monic Sun Boston University, USA
Vanitha Swaminathan University of Pittsburgh, USA
Deborah Thompson Georgetown University, USA
Seshadri Tirunillai University of Houston, USA
Claudia Townsend University of Miami, USA
Michael Tsiros University of Miami, USA
Anna Tuchman Northwestern University, USA
Kapil Tuli Singapore Management University, Singapore
Nita Umashankar San Diego State University, USA
Sriram Venkataraman University of North Carolina at Chapel Hill, USA
Rajkumar Venkatesan University of Virginia, USA
Xin (Shane) Wang Western University, USA
Yanwen Wang University of British Columbia, Canada
Keith Wilcox Columbia University, USA
Patti Williams University of Pennsylvania, USA
Kaitlin Woolley Cornell University, USA
Eugenia Wu University of Pittsburgh, USA
Sha Yang University of Southern California, USA
Song Yao University of Minnesota, USA
Pinar Yildirim University of Pennsylvania, USA
Robert Zeithammer University of California, Los Angeles, USA
Georgios Zervas Boston University, USA
Jie Zhang University of Maryland, USA
Yinlong (Allen) Zhang University of Texas at San Antonio, USA
AMA Editorial Staff
T.J. Anderson Production Editor
Russ Klein Chief Executive Officer
Michelle Kritselis Associate Managing Editor
Marilyn Stone Senior Managing Editor
Matt Weingarden Vice President, Communities and Journals
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  • All manuscripts must be submitted online through ScholarOne Manuscripts. Submissions that arrive via mail or e-mail will not be processed for review.

    First-time authors will be required to create a ScholarOne Manuscript user account in order to proceed. Each submission must adhere to the guidelines set forth below; those that do not follow the guidelines will be returned to the author for correction. Review these videos if you for advice on how to get published. If you have any questions, please contact us at

    Review AMA Editorial Policies and Procedures as well as the Journal of Marketing Research Editorial Statement before submitting your manuscript.

    Formatting Basics

    • File Types: Word, RTF, LaTex (LaTex should be exported to PDF)
    • Font: 12 point, Times New Roman
    • Text [Including references]: Double-spaced, left-justified
    • Page Layout: 1-inch margins on all sides with page numbers in the upper right corner and no header/footer
    • Page Maximum: 50 pages, properly formatted and inclusive of title, abstract, keywords, text, footnotes, references, tables, figures, and non-web appendixes (web appendixes do not count toward this limit).

    Please Note: No Exceptions Will Be Made For Page Length.


    JMR manuscripts are judged not only on the depth and scope of the ideas presented and their contributions to the field but also on their clarity and whether they can be read and understood. Readers have varied backgrounds. Thus, the following guidelines should be followed:

    • Write in an interesting, readable manner with varied sentence structure, and use active voice. Use as little passive voice as possible.
    • Avoid using technical terms that few readers are likely to understand. If you use these terms, include definitions. Remember: The journal is designed to be read, not deciphered.
    • Keep sentences short so the reader does not get lost before the end of a sentence.

    Manuscript Organization

    To facilitate the double-blind peer-review process, each submission should be broken into two separate files: (1) Title Page and (2) Main Document. Identifying information should not appear anywhere within the main document file.

    FILE 1: Title Page

    1. Title
    2. Author(s) name, title, institution, address, telephone number, and e-mail address
    3. Author(s) note
    4. Acknowledgment
    5. Financial disclosure, if applicable

    Note: Items 3–5 should not exceed 125 words.

    FILE 2: Main Document

    Page 1:

    1. Title
    2. Abstract
    3. Keywords

    Page 2 and on, with each new element beginning on its own page:

    1. Main text
    2. References
    3. Footnotes
    4. Appendixes
    5. Web appendixes

    Manuscript Components

    The title should not exceed 25 words.

    The abstract is limited to 200 words and summarizes the key components of the manuscript, offering the reader a sample of the manuscript.

    Include 4–5 primary keywords that best suit the topic of the manuscript; these do not necessarily need to match the “Topics/Methods” that are selected in Manuscript Central upon submission.

    Main Text
    Please do not add any headers/footers on each page (other than the page number). Headings are text only (not numbered) and are formatted according to level.

    • PRIMARY HEADING: Centered, capitalized, and italicized, with an extra return before and after.
    • SECONDARY HEADING: Flush left with title-style capitalization (first letter of each word) and italicized. You must have at least two sections beginning with a secondary heading; if there is only one, the heading should be excluded.
    • TERTIARY HEADING: Left justified and indented with sentence-style capitalization (first word only) in italics. Punctuate the heading with a period and begin the first line of the same section on the same line. If only one tertiary heading is used, the heading should be excluded.

    Mathematical Notations
    Equations should be centered on the page. If equations are numbered, type the number in parentheses flush with the left margin. Please avoid using Equation Editor for simple in-line mathematical copy, symbols, and equations. Type these in Word instead, using the “Symbol” function when necessary.

    References begin on their own page and are listed in alphabetical order by the first author’s last name. Only references cited within the text are included.

    See this page for reference style examples.

    Footnotes are to be used sparingly and must be concise. Most articles have no more than 10 total footnotes, and each note cannot exceed 40 words. Format footnotes in plain text, with a superscript number appearing in text and the corresponding note after the reference section.

    Each table should be numbered consecutively and submitted on a separate page. Please indicate appropriate table placement in the text (“Insert Table 1 about here”). Tables must be numbered in the order in which they are to appear.

    Please note this recent change to the guidelines: Editors now prefer the Tables and Figures to be placed within the text rather than at the end document.

    Each figure should be numbered consecutively and submitted on a separate page. Please indicate appropriate figure placement in the text (“Insert Figure 1 about here”). Figures must be numbered in the order in which they are to appear. The term “figure” refers to a variety of material, including line drawings, maps, charts, graphs, diagrams, photos, and Web shots, among others.

    Please note this recent change to the guidelines: Editors now prefer the Tables and Figures to be placed within the text rather than at the end document.

    The cost of color printing is borne by the authors, so you may consider gray scaling images prior to submission.

    If Appendixes are provided, they appear on a new page after the figures. Multiple appendixes are labeled with letters (Appendix A, Appendix B). A single appendix is labeled without letters (Appendix). Multiple appendixes must be numbered in the order in which they are to appear.

    Web Appendix
    JMR supports Web appendixes for all papers. This enables authors to provide data for replication or deep understanding that would be difficult put in the paper version. Examples of content for a Web appendix include:

    • Analytic proof or derivations that are not central to the substantive contribution of the paper.
    • Detail on experimental of sampling design.
    • Means and correlations of variables for survey work.
    • Results of subsidiary analyses or tests.

    Content for the Web appendix should be labeled “Web Appendix” and should appear after any regular appendixes. Web appendixes with multiple parts should be clearly labeled Web Appendix A, Web Appendix B, and so on.

    Note that there can also be a technical appendix that is part of the paper. To view additional guidelines for Web appendixes, see Accepted Manuscript Preparation.​​

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