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Journal of Marketing

Volume 90 · Issue 3

May 20268 articles

Cementing JM ’s Impact on the Marketing Ecosystem: Empirical Execution

Jan-Benedict E.M. Steenkamp · Marc Fischer · Kelly L. Haws · Maura L. Scott · Rebecca J. Slotegraaf

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May 2026pp. 1-12DOI: 10.1177/00222429261426047 ↗

Consequences of Bottle Bills: How Bottle Deposit Return Schemes Affect Retail Prices and Lead Consumers to Larger Package Sizes

Kristopher O. Keller · Jonne Y. Guyt

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May 2026pp. 59-80DOI: 10.1177/00222429251347284 ↗

Customers’ Review Content and Their Referral and (Re)Purchase Behaviors

Ruhan Liu · Wanqing Zhang · Pradeep K. Chintagunta

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May 2026pp. 127-147DOI: 10.1177/00222429251352842 ↗

From Tools to Agents: Meta-Analytic Insights into Human Acceptance of AI

Bingqing Li · Edward Yuhang Lai · Xin (Shane) Wang

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May 2026pp. 13-33DOI: 10.1177/00222429251355266 ↗

Healthy Relationships and Healthy Eating: How Stressful Events and Social Support Affect Indulgence

Chiraag Mittal · Reza Mousavi · Kelly L. Haws

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May 2026pp. 148-169DOI: 10.1177/00222429251370752 ↗

How Can a Firm Suppress Shareholders’ Punitive Reaction to Its Disengagement from a Geopolitically Uncertain Market?

Vivek Astvansh · Kamran Eshghi · Hesam Shahriari · Wei Shi

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May 2026pp. 104-126DOI: 10.1177/00222429251349386 ↗

In-Store Advertising with Digital Signage

Dennis Herhausen · David de Jong · Dhruv Grewal

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May 2026pp. 81-103DOI: 10.1177/00222429251351578 ↗

The Impact of Ad Length on Ad Effectiveness: Do Micro Ads Work?

Beth L. Fossen · Philip Kim · Inyoung Chae

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May 2026pp. 34-58DOI: 10.1177/00222429251350657 ↗