Conceptual Papers


In Marketing and Consumer Research, Special issue of Journal of Marketing Management; Deadline 1 Feb 2018

Conceptual Papers in Marketing and Consumer Research

Special Issue Editors:

  • Russell Belk, Schulich School of Business, York University, Canada
  • Deborah MacInnis, Marshall School of Business, University of Southern California, USA
  • Manjit Yadav, Mays Business School, Texas A&M University, USA

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:
    • 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 firm 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
  • April 15, 2018—Decision letters and Reviews to Authors
  • July 15, 2018—Revised Submissions Due
  • October 1, 2018—Decision letters and Second Reviews to Authors
  • December 1, 2018—Final Papers Due
  • Mid-2019—Publication of Special Issue

Submission Requirements and Due Date:

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 ( New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre. Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from the files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the nonanonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”. To submit your manuscript to the Special Issue choose “Special Issue Article” from the Manuscript Type list when you come to submit your paper. Also, when you come to the ‘Details and Comments’ page, answer ‘yes’ to the question ‘Is this manuscript a candidate for a special issue’ and select the Special Issue Title of Conceptual Papers in the text field provided. Technical queries about submissions can be referred to the Editorial Office:


Belk, R. (2017). Consumer Culture Theory. In M. Killer, B. Halkier, T-A. Wilska, & M. Truninger (Eds), Routledge Handbook on Consumption (pp.13-24). London: Routledge.

Coulter, R. (2016). From Fragmentation to Imagination: Moving to Marketing’s Next Era. AMS Review, 6, 132-41.

MacInnis, D. (2011). A Framework for Conceptual Contributions in Marketing. Journal of Marketing, 75 (4), 136-54.

MacInnis, D. (2016/2017). Developing Conceptual Articles for JCR: Research Curation. Journal of Consumer Research, Winter,

Stewart, D. & Zinkhan G. (2006), Enhancing Marketing Theory in Academic Research. Journal of the Academy of Marketing Science, 34(4), 477-80.

Yadav, M. (2010). The Decline of Conceptual Articles and Implications for Knowledge Development. Journal of Marketing, 74(1), 1-19.

Yadav, M. (2014). Enhancing Theory Development in Marketing. AMS Review, 4, 1-4.