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Accepted Manuscript Guidelines| Journal of Marketing Research

Upon conditional acceptance, final files should be submitted through ScholarOne. Final submissions must meet all the stylistic requirements outlined below. For basic formatting, follow the instructions shown on the Guidelines for Submission page.

Upon unconditional acceptance, authors will receive an email containing a link and instructions for completing a Contributor Form. Please complete the Contributor Form agreement as soon as possible.


Please ensure these final files are uploaded to ScholarOne separately:

  • Main Document (including title page) as a Word Doc (PDF is allowed only if the paper was created in LaTeX)
  • Tables in Original File Format (if not created in Word)
  • Figures in Original File Format
  • Appendix in Original File Format
  • Web Appendix as a PDF
  • All LaTeX files (if applicable)


To make the copyediting process more efficient, we ask that you please make sure your manuscript conforms to the following style points:

  • The manuscript, including tables, figures, and appendixes, does not exceed 50 pages.
  • Make sure the text throughout the paper is 12-point font, double-spaced. This also applies to references.
  • Provide a title page with author names and complete contact information of authors, including present position (i.e., title, department/school affiliation, university, e-mail).
  • Abstract should be in 3rd person (“the authors”).
  • Use active voice (We designed the next three studies to test the propositions) instead of passive voice (The next three studies were designed to test the propositions) throughout the paper. Passive voice is typically inferior and comparatively clumsy to active voice, and journal style rewrites most passive sentences to active ones. Use of “we” is acceptable for multiauthored papers; for single authors, passive voice is acceptable.
  • Sections should not be numbered or referred to as “Section No.” in the text.
  • Do not label opening commentary as “Introduction.”
  • Please make sure to use the correct heading style. When used, you must have more than one secondary heading per section (e.g., you may have a primary heading and two secondary/tertiary heading, but never a single secondary heading in a subsection).
  •  Equations set apart from the text need to be numbered (1, 2, etc). In text, refer to your equation as “In Equation 1, we …” not “In (1), we ….”
  • Write out all author names for in-text citations with 3 authors or less (use et al. only for 4 or more authors). Also, spell out all author names in the full reference.
  • Do not place tables and figures within the text. Rather, place them sequentially at the end of the text with titles above the tables and figures. Tables and figures must also be provided in their original format.
  • No zero before decimal points (e.g., 0.97 should be simply .97).
  • Use of footnotes is discouraged. Include all information in the body of the text. If footnotes must be used, keep them brief.
  • Include first and last names in all references, unless the initials were used in the original reference. Also include volume, issue (season, month, or date), and full page range for all journal/periodical references. This will reduce query time considerably.


Tables and figures should be titled in such a way that the content is easily understood.

  • Tables and figures should have titles that reflect the take-away. For example, “Factors That Impact Ad Recall” or “Inattention Can Increase Brand Switching” are more effective than “Study 1: Results.”
  • Identify all abbreviations in notes, even if spelled out in text. Tables and figures should be understandable as stand-alone graphics.
    Be complete. Include descriptive captions or footnotes.
    Label lines in graphs rather than using captions.
  • Make exhibits understandable in both color and black and white. The color version can be used in the electronic journal.


  • Tables should consist of at least four columns and four rows; otherwise, they should be left as in-text tabulations (do not include headings), or their results should be integrated into the text.
  • All tables must be numbered, and their titles should be centered and typed in all caps.
  • Designate units (e.g., %, $, n) in column headings.
  • Align all decimals; there is no zero before the decimal point in any number (.97).
  • Primary headings: Headline-style capitalization. Secondary headings: Only first letter of first word is capitalized.
  • Refer to tables in text by number (see Table 1). Avoid using “above” or “below.”
  • Asterisks or notes cued by lowercase superscript letters appear at the bottom of the table below the rule. Asterisks are used for p-values, and letters are used for data-specific information. Other descriptive information should be labeled as “Notes:” and placed after the letters.
  • Tables with text only should be treated in the same manner as tables with numbers (formatted as tables with rows, columns, and individual cells). 
  • Make sure the necessary measures of statistical significance are reported with the table. 
  • Do not insert tables in the Word file as pictures. All tables should be editable in Word.  


The term “figure” refers to a variety of material, including line drawings, maps, charts, graphs, diagrams, photos, and Web shots, among others.

  • Submit graphics as original Excel or PowerPoint files, not just a graphic pasted into Excel, PowerPoint, or Word. This is so the production staff can edit the content. Embedded graphics hinder this process. We also accept PDF, EPS, or PostScript files made from the application that created the original figure. Specifically, we ask that you export (rather than save) the file from the original application.
  • Avoid bitmap or TIFF files. However, when these files must be used—as in photographs or screenshots—submit print-quality graphics. For a photograph or screen shot, this requires a resolution of at least 300 ppi/dpi. For a line drawing or chart, the resolution should be at least 800 ppi/dpi.
  • For graphs, label both vertical and horizontal axes. The ordinate label should be centered above the ordinate axis; the abscissa label should be placed beneath the abscissa.
  • Place all calibration tick marks as well as the values outside of the axis lines.
  • The figure number and title should be typed on separate lines, centered, and capitalized.
  • Refer to figures in text by number (see Figure 1). Avoid using “above” or “below.”
  • When preparing grayscale figures, use gray levels between 20% and 80%, with at least 20% difference between the levels of gray. Whenever possible, avoid using patterns of hatching instead of grays to differentiate between areas of a figure. Gray scale files should not contain any color objects.
  • If submitting artwork in color, please make sure that the colors you use will work well when converted to gray scale. Use contrasting colors with different tones (i.e., dark blue and dark red will convert into almost identical shades of gray). Don’t use light shades or colors such as yellow against a light background. Also remember that the cost of color printing is borne by the authors.

Technical Appendix
To improve the readability of the manuscript, any mathematical proof or development that is not critical to the exposition of the main part of the text may be placed in a technical appendix.


All technical and quantitative features must be carefully checked for precision. 

  • Equations should be centered on the page. If equations are numbered, type the number in parentheses flush with the left margin.
  • If equations are too wide to fit in a single column (please consult a printed issue of the journal), indicate appropriate breaks.
  • Standard deviation is abbreviated as SD, standard error as SE, and Mean as M.
  • Do not place a zero before any decimal points (.97).
  • Leave one space on either side of operational signs and signs of relation (M = 4.32, F(1, 139) = 34.65, p< .01).


References are to be listed alphabetically, last name first, followed by publication date in parentheses. Use full first name, not just initials. The reference list should be typed double spaced on a separate page. Do not use indents, tabs, or symbols to delineate your paragraphs. Instead, use two hard returns between each reference. The reference list is not intended to serve as a bibliography; all unnecessary, redundant, or tangential references should be eliminated.

Each reference should be cited in text at the appropriate place. Do not include uncited works in the reference list.

For citations of up to three authors, list all author names; for four or more authors, use the first author’s name followed by “et al.” (no italics). A series of citations should be listed in alphabetical order and separated by semicolons: (Donnelly 1961; Kinsey 1960; Wensley 1981).

Citation in the text should be by the author’s last name and year of publication, enclosed in parentheses without punctuation: “(Kinsey 1960).” If you use the author’s name within the sentence, there is no need to repeat the name in the citation; just use the year of publication in parentheses, as in “The Howard Harris Program (1966)….” If a particular page, section, or equation is cited, it should be placed within the parentheses: “(Kinsey 1960, p. 112).”

For examples of reference list formatting, see Reference Examples.


On final submission, the Web Appendix must be submitted as a single PDF file and must be ready to post as is. Use Times New Roman 12-point font (for heading styles, see below). These appendixes are not copy edited and are posted as submitted. Because of space constraints, the Web appendix should be saved as a PDF, not an image. In addition, the PDF should be no larger than 5 MB.

Web Appendix Checklist

  • If the web appendix has multiple sections, please ensure they are clearly labeled “Web Appendix A,” “Web Appendix B,” and so on. These headings may be given descriptive titles, such as “Web Appendix A: Robustness Checks.”
  • If the web appendix has multiple sections, please ensure each section begins on a new page.
  • The first page of the web appendix should include the following: (1) title, (2) author names and contact details, (3) a table of contents with page numbers for each section (if the web appendix has multiple sections), and (4) the following disclosure: “These materials have been supplied by the authors to aid in the understanding of their paper. The AMA is sharing these materials at the request of the authors.”
  • Tables and figures in the web appendix should have the letter “W” before each table and figure number (i.e., “Table W1,” “Table W2”).
  • All equations should be numbered in sequence from the beginning to the end of the Web Appendix. Because in-text equations are numbered 1, 2,…, N, and because any print-based equations in the appendixes will be numbered A1, A2,…, AN, the Web Appendix equations should be numbered and referred to as W1, W2,…, WN.

Please note that any web appendix sections and web appendix tables/figures that are mentioned in the main text must be called out in alphanumeric order (e.g., Web Appendix E should not be mentioned in text before Web Appendices A through D).

Web Appendix Headings
Do not include more than one Web Appendix file. Organize the Web Appendix using the following heading styles:

  • Head 1: LEVEL 1 HEADING (All capital letters, italics, centered, 12-point font).
  • Head 2: Level 2 Heading (Title-style capitalization, italics, flush left, 12-point font).
  • Head 3: Level 3 heading. (Sentence-style capitalization, italics, run into paragraph with a closing period, 12-point font).

In-Text Mention

  • If there is a Web Appendix, it must be mentioned in text (e.g., “for further information, see the Web Appendix”). Please refer to such appendixes as “Web Appendix.” Because some appendixes might appear in print and others on the Web, it is necessary to standardize this terminology to eliminate reader confusion.
  • Please do not refer to or include more than one Web Appendix. If you have more than one subject to be addressed in an appendix, please refer to them as “Web Appendix A, Web Appendix B,” and so on, understanding the file will be posted as one document.
  • AMA will provide the URL for the Web Appendix, so you do not need to include this in your paper.