CFP – Journal of Marketing Management Special Issue: Conceptual Papers in Marketing and Consumer Research – Consumer Culture Theory

Guest Editors: Russell Belk, Deborah MacInnis, Manjit Yadav

The need for conceptual and theoretical articles, chapters, and books has never been greater in the fields of marketing and consumer research. Even though there have been dramatic changes in marketing and consumption practices over the past 30 years, the amount of conceptual and theoretical work in our journals has dramatically decreased (MacInnis 2011; Yadav 2010). We have become narrower in our thinking and our research has become impoverished as a result (Belk 2017; Coulter 2016; Stewart & Zinkhan 2006). In an on-going effort to revitalize conceptual thought in the field, this special issue is devoted to conceptual research. We welcome papers that offer new conceptual insights as well as papers that constructively address the process of doing conceptual and theoretical work in marketing and consumer behavior. Both MacInnis (2016/2017) and Yadav (2014) offer a range of suggestions and ideas for making conceptual contributions.

A wide range of topics and approaches is envisioned for the special issue. Although only suggestive of some of the welcome possibilities, topics may include:

  • Papers that develop novel theories, conceptual domains, constructs, or processes: For example,
    • A Theory of “the Consumer” as seen by Algorithms and Big Data Analytics
    • Leveraged Consumer Lifestyles
    • How Personalized Media Change the Way Advertising Works
  • Papers designed to enhance the theory development process: For example,
    • The Role of Abductive Logic in Constructing Theory
    • Rethinking Doctoral Programs to Enhance Theory Development
  • Papers designed to identify and delineate novel consumer issues: For example,
    • Consumer Privacy in an Era of Ubiquitous Surveillance
    • Living in an Age of Enchanted Technology
  • Papers designed to provide a comparative or integrative perspective on consumer theories or phenomena: For example,
    • The Death of the Shopping Mall in North America versus India: How Culture Matters
    • Consumption Communities: The Good, the Bad and the Ugly
  • Papers designed to identify and delineate novel theories related to form behavior and marketing strategy: For example,
    • Technological Innovation and Firm Behavior
    • Shifting Patterns of Competition and Public Policy Implications

In case of questions about possible topic fit with the issue, please contact the special issue editors:

Russell Belk,

Deborah MacInnis,

Manjit Yadav,

Important Dates:
February, 1, 2018—Paper Submission Deadline
July 15, 2018—Revised Submissions Due
December 1, 2018—Final Papers Due
April 15, 2018—Decision letters and Reviews to Authors
October 1, 2018—Decision letters and Second Reviews to Authors Mid-2019—Publication of Special Issue

Submission Requirements:
Authors should submit manuscripts of between 8,000–10,000 words (excluding tables, references, captions, footnotes and endnotes). All submissions must strictly follow the guidelines for the Journal of Marketing Management. These are available at: Manuscripts should be submitted online using the Journal of Marketing Management ScholarOne Manuscripts site ( Technical queries about submissions can be referred to the Editorial Office:

For the full Call for Papers including References, and detailed information on how to submit your manuscript via the Journal’s ScholarOne Manuscripts site, please visit: