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Journal of Marketing Research

Volume 63 · Issue 1

February 202610 articles

AI for Customer Journeys: A Transformer Approach

Zipei Lu · P.K. Kannan

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February 2026pp. 1-26DOI: 10.1177/00222437251347268 ↗

It Takes One to Buy but Two to Say Goodbye: Asymmetrical Preference for Others’ Involvement in Product Decisions Across the Customer Journey

Theresa A. Kwon · Peggy J. Liu · Kelly L. Haws

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February 2026pp. 127-148DOI: 10.1177/00222437251361007 ↗

Just Keep It: When and Why Returnless Product Returns Foster Brand Support

John P. Costello · Christopher J. Bechler

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February 2026pp. 191-209DOI: 10.1177/00222437251337723 ↗

Online Venting: The Impact of Temporal Proximity Cues and Emotionality on Perceptions of Negative Online Review Value

Lauren Grewal · Andrew T. Stephen · Yakov Bart

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February 2026pp. 27-46DOI: 10.1177/00222437251356478 ↗

The Different Effects of Mass-Media Marketing and Personal Sales Budgets Across the Life Cycle of B2B High-Tech Start-Ups

Arnd Vomberg · Maximilian Friess · Sascha Alavi · Verena Maag · Jan Wieseke

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February 2026pp. 47-70DOI: 10.1177/00222437251367766 ↗

The Power of Star Creators: Evidence from the Live Streaming Industry

Kun Qian · Ying Xie

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February 2026pp. 149-166DOI: 10.1177/00222437251359163 ↗

The Stability Effect for Weight Judgments

Lu Yang · Dengfeng Yan · Priya Raghubir

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February 2026pp. 71-84DOI: 10.1177/00222437251360993 ↗

When Words Meet Visuals: How Content Composition Drives Social Media Engagement for Marketer-Generated Content

Ivy Chu Dang · Canice M.C. Kwan · Jayson S. Jia · Yang Shi

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February 2026pp. 167-190DOI: 10.1177/00222437251373042 ↗

Who Benefits from Alternative Data for Credit Scoring? Evidence from Peru

Jung Youn Lee · Joonhyuk Yang · Eric T. Anderson

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February 2026pp. 105-126DOI: 10.1177/00222437251360996 ↗

Who Will I Be With(out) You? Consequences of Perceived Romantic Relationship Status Stability on Product Rentals

Yuechen Wu · Jared Watson · Ali Faraji-Rad

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February 2026pp. 85-104DOI: 10.1177/00222437251358160 ↗