Skip to content

Journal of Consumer Research

Volume 53 · Issue 2

Aug 1, 202611 articles

Brand Faith: How Spiritual Relationships Develop Between Consumers and Brands

Kyungin Ryu · Elizabeth G Miller · D Matthew Godfrey

Discuss this article →

Aug 1, 2026pp. 347-368DOI: 10.1093/jcr/ucaf055 ↗

Brief Commentary: A Reexamination of the Effect of Forced Choice on Choice

Ioannis Evangelidis

Discuss this article →

Aug 1, 2026pp. 409-421DOI: 10.1093/jcr/ucaf068 ↗

Conceptualizing Consumer Body Awareness

Tatsiana Padhaiskaya · Henri A Weijo

Discuss this article →

Aug 1, 2026pp. 259-280DOI: 10.1093/jcr/ucaf057 ↗

Extremeness Aversion and Choice Set Composition: Exposure to Multiple Extreme Options Reduces Extremeness Aversion

Marissa A Sharif · Elizabeth C Webb · Sudeep Bhatia

Discuss this article →

Aug 1, 2026pp. 216-232DOI: 10.1093/jcr/ucaf061 ↗

Journal of Consumer Research Welcomes New Co-Editors

Authors not recorded

Discuss this article →

Aug 1, 2026pp. 215-215DOI: 10.1093/jcr/ucag016 ↗

Promotion Architecture: A Deal Fairness Model of Restricted Price Promotions

Shangwen Yi · David J Hardisty · Dale W Griffin · Thomas Allard

Discuss this article →

Aug 1, 2026pp. 369-389DOI: 10.1093/jcr/ucaf066 ↗

Search or Scroll: How Credibility versus Likability Premiums Shape Consumers’ Following Decisions

Edith Shalev · Coby Morvinski · Meyrav Shoham · Ellie J Kyung

Discuss this article →

Aug 1, 2026pp. 281-304DOI: 10.1093/jcr/ucaf038 ↗

Starting Positive: The Impact of Self-Presentation Concerns on Consumer Reviews

Elisa Solinas · Francesca Valsesia · Joseph C Nunes · Andrea Ordanini

Discuss this article →

Aug 1, 2026pp. 305-322DOI: 10.1093/jcr/ucaf065 ↗

Surviving as a Vegan in a World of Omnivores: Relational Fractures in Shared Practices

Aya Aboelenien · Zeynep Arsel

Discuss this article →

Aug 1, 2026pp. 323-346DOI: 10.1093/jcr/ucaf052 ↗

The Asymmetry of Gender-Fluid Trends

Maren Hoff · Silvia Bellezza

Discuss this article →

Aug 1, 2026pp. 233-258DOI: 10.1093/jcr/ucaf060 ↗

The “Confidence” Trap: When the Likelihood Is Low, Forecasters Look Less Competent When They Refer to Their Confidence in an Outcome Rather Than Its Probability

Mauricio Palmeira · Haipeng (Allan) Chen

Discuss this article →

Aug 1, 2026pp. 390-408DOI: 10.1093/jcr/ucaf043 ↗