… track invites papers which aim to contribute to the general understanding of consumers and consumption, regardless of methodology. If your work relates to topics such as consumer decision processes, social influences on consumer behaviour, self-regulation, identity issues and similar topics, this is the right track for your work.
If your research is about a topic that is usually considered for publication in the Journal of Consumer Research or the Journal of Consumer Psychology, this is the right track for your work even if you do not consider submitting your work to those journals.
Studies dealing with a specific marketing topic (branding, advertising, social media, retailing, innovations, etc.) should consider the corresponding track even if the focus is on consumers.
Torsten Ringberg, Copenhagen Business School
Jan Møller Jensen, University of Southern Denmark
Ana Valenzuela, The City University of New York