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Journal of Marketing | Current Issue

Current Issue | March 2021

Reality Check: Infusing Ecological Value into Academic Marketing Research
Harald J. van Heerde, Christine Moorman, C. Page Moreau, Robert W. Palmatier

Artificial Intelligence Coaches for Sales Agents: Caveats and Solutions
Xueming Luo, Marco Shaojun Qin, Zheng Fang, Zhe Qu

Caring for the Commons: Using Psychological Ownership to Enhance Stewardship Behavior for Public Goods
Joann Peck, Colleen P. Kirk, Andrea W. Luangrath, Suzanne B. Shu

The Impact of Platform Protection Insurance on Buyers and Sellers in the Sharing Economy: A Natural Experiment
Xueming Luo, Siliang Tong, Zhijie Lin, Cheng Zhang

Do Spoilers Really Spoil? Using Topic Modeling to Measure the Effect of Spoiler Reviews on Box Office Revenue
Jun Hyun (Joseph) Ryoo, Xin (Shane) Wang, Shijie Lu

Salesperson Dual Agency in Price Negotiations
Justin M. Lawrence, Lisa K. Scheer, Andrew T. Crecelius, Son K. Lam

Working It: Managing Professional Brands in Prestigious Posts
Marie-Agn├Ęs Parmentier, Eileen Fischer

Pretty Healthy Food: How and When Aesthetics Enhance Perceived Healthiness
Linda Hagen

The current issue of the Journal of Marketing is updated every other month. A complete issue archive is available along with new articles posted online first ahead of issues as well as just accepted works available within 3-4 days of acceptance. To learn more about the Journal of Marketing or for member access to articles, visit