As stated in the mission of the Journal of Consumer Research (JCR)(2022) and a recent
editorial (Schmitt et al. 2022), JCR is a multi-disciplinary journal where consumer research …

Purpose Recent research has demonstrated that people are more likely to engage with fatty
food content online. One way health advocates might facilitate engagement with healthier …

This research shows that consumers who achieve numerically round subgoals perceive a
higher chance of accomplishing their superordinate goals compared to those who achieve …

People can use social or personal information as a reference point against which they
compare their performance. While previous research has shown that reference point choice …

This research shows that people hold two distinct lay theories, or common-sense
explanations, about how wealth is created. Specifically, people may adopt an income lay …

Gamification (incorporating game design elements in non-game contexts) has gained
significant attention in marketing. While previous research has primarily focused on short …