JACR - Journal of the Association for Consumer Research

Issue Editors: Page Moreau and Stacy Wood
Journal of the Association for Consumer Research | Volume 4, Issue 3

Heraclitus, the Greek philosopher who lived 100 years before Plato, famously said “change is the only constant in life.” Perhaps, then, it is no surprise that humans have developed many and complex means of responding to change—both in strategies to leverage novel benefits and to cope with the costs of flux.

Nowhere are these means more apparent than in today’s marketplace where consumers face a multitude of major innovations. Technology, cultural shifts, and social systems have created rapid changes in new products, new services, new channels, and even new economies. The diffusion of innovation is accelerated by greater information accessibility and social visibility. On the horizon, consumers can see sea-changes in innovative domains such as the Internet of Things (IoT), sharing economies, tele-health and digital healthcare, smart/connected products (wearables, smart fabrics, etc.), self-driving cars, and user-generated content/influence (blogs, Twitter, etc.).

What, then, drives how consumers respond to these big innovations? When do consumers respond with enthusiasm or resignation? With careful learning or careless assumptions? When do they change quietly and when do they evangelize to everyone they know? When do they play a waiting game and when are they first in line? When are consumers the recipients of innovation and when are they its creators? What are the psychological costs and benefits of trying new things? How does society manage (or reflect) the interdisciplinary forces that converge in major marketplace shifts? And, critically, how can innovative firms facilitate consumers’ successful innovation—both as adopters of innovation and innovators themselves? What makes us better at change?

To better understand how consumers respond to big innovations, we must necessarily take a multi-disciplinary and multi-methodological approach. In this special issue, we want to highlight the importance of diverse thinking in consumer innovation. Some examples of areas of interest include (but are certainly not limited to):
  • Cognitive processes that shape how individuals learn, are persuaded, and change prior habits
  • Social influences on innovation adoption (changing roles of WOM, social media, and impression management)
  • Cultural trends and meaning production in innovation
  • Emerging consumer theory from substantive domains like IoT, healthcare, artificial intelligence, social entrepreneurship, etc.
  • Consumer strategies to manage risk and uncertainty
  • Consumer strategies to optimize adoption timing decisions
  • Consumer needs for novelty-seeking or status
  • Methodological approaches to understand consumer preferences in fast-evolving markets
  • Conceptual and managerial differences between new and established brands
  • Consumer creativity, co-creation, and user-generated content

Papers should not exceed 8,000 words. Submissions will receive double-blind peer review. Author guidelines may be found at the JACR home page. Authors who would like the editors to provide feedback to a potential project are encouraged to contact either of the editors at page.moreau@wisc.edu or stacy_wood@ncsu.edu.

April 1, 2018 Deadline for initial manuscript submission
March 15, 2019 Deadline for submission of final manuscripts 

About the Editors

Page Moreau:

Page Moreau is the John R. Nevin Chair in Marketing at the Wisconsin School of Business. She received a Ph.D. in marketing from Columbia University in 1998. Her research focuses on creativity, consumer learning, and innovation.

Professor Moreau’s work has been published in the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Marketing, and the Journal of Consumer Psychology. She is currently an Associate Editor at the Journal of Consumer Research and serves on the editorial review boards of the Journal of Marketing Research, the Journal of Consumer Psychology, the Journal of Product Innovation Management, and the International Journal of Research in Marketing. 

Stacy Wood:
Stacy Wood is the J. Lloyd Langdon Distinguished University Chair in Marketing, and Executive Director, Consumer Innovation Collaborative, at NC State’s Poole College of Management.

Dr. Wood’s research focuses on how consumers respond and adapt to change or innovation. This applies both to individuals’ processing of new product information as well as emotional or cultural reactions to new innovations, trends, or rituals. Current projects include investigations of new product design and investment, expert/novice differences in new product adoption, consumer response to technology innovations, medical innovations and patient experience, successful adoption of risky innovations, and the neuroscience of change behavior. Her research has appeared in Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, the Journal of Consumer Psychology, the Journal of Advertising Research, the Journal of Product Innovation Management, and the Journal of Retailing.

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