Peer Review | Journal of Marketing Research

The procedures guiding the selection of articles for publication in Journal of Marketing Research require that no manuscript be accepted until it has been reviewed by the editor and at least two reviewers. The decision of the editor to publish the manuscript is influenced considerably by the judgments of these referees, who are experts in their respective fields. The author's name and credentials are removed prior to the forwarding of a manuscript to a reviewer so as to maximize objectivity and ensure that a manuscript is judged solely on the basis of its content and contribution to the field.

Review Policies

  • Members of the JMR Editorial Review Board and the Associate Editors are appointed by the editor for three-year terms. They may be reappointed or may be replaced by the editor at any time.
  • All reviews will use a double-blind review process. Only the editor and the associate editors know the identity of the author and the reviewers. The identity of the associate editor is only revealed when and if a paper is published.
  • The editor has the final authority for the acceptance or rejection of any article.
  •  No formal articles by the editor may be submitted for publication in JMR during the Editor's term of office. 

Review Team Roles

Editor: The Editor is responsible for the content in JMR and has final authority over the acceptance of all manuscripts. However, the Editor must follow the guidelines for appropriateness and be responsive to the recommendations of the AEs and reviewers. In cases where the Editor has a conflict of interest with a given submission, a Guest Editor will be assigned to handle that manuscript.


Associate Editors: AEs are appointed by the Editor. One AE is assigned to a paper. He or she will assist the Editor in summarizing reviewer comments to provide guidance to the authors with respect to revisions. Occasionally, a guest AE will be appointed to provide particular expertise for a paper or to avoid a conflict of interest.


Reviewers: Reviewers come from the Editorial Review Board, which is determined by the Editor. In addition, ad hoc reviewers who are not members of the Editorial Review Board may be asked to review articles.

Step-by-Step Review Process

  1. The assistant to the editor checks the submission for adherence to JMR guidelines and forwards it to the Editor.
  2. The Editor identifies desk rejects (typically 20%) and sends this decision to the authors. For other manuscripts, the Editor selects an AE and chooses 2–3 reviewers.
  3. The reviewers are contacted and asked to evaluate the submission within four weeks. Additional reviewers are solicited as needed with the goal of at least two completed reviews.
  4. The completed reviews and manuscript is forwarded to the AE, who summarizes the reviews, evaluates the paper, and provides guidance to the authors.
  5. The input of the review team is sent to the Editor, who drafts and sends a decision based on this input.


Standard Decisions

  • Desk Reject: This paper has a focus or content that is not appropriate for JMR. Papers are generally not sent to reviewers or AEs.
  • Reject: The paper is not acceptable, and similar versions are unlikely to be acceptable at JMR.
  • Risky Revision: Although the paper has potential, substantial changes are required before publication is possible. The changes may involve new data, analysis, or theorizing. Because this process is always uncertain, the revision is risky.
  • Revision: This paper is moving toward publication and has a good chance of being eventually published.
  • Conditional Accept: This paper is ready to be published with only minor changes. Typically, these changes will be reviewed only by the Editor and AE, and it will not be sent back to the reviewers.
  • Unconditional Accept: The paper is considered accepted, and the assistant to the editor will work with the authors so that the production process may begin.


Acceptance Criteria

All manuscripts are judged on their contributions to the advancement of the science and/or practice of marketing. All articles are expected to follow the rules for scholarly work, namely:

  • Use references to previous work when developing your model or theory. Do not assume other work on the subject does not exist, giving yourself credit for all the ideas in your manuscript.
  • When data collection is discussed, consider the relevance of the sample to the subject matter. Carefully chosen sample groups are preferable to haphazardly chosen participants who have little knowledge of or relevance to the subject being studied.
  • Give as much information as possible about the characteristics of the sample and its representativeness of the population being studied.
  • Do not ignore the nonrespondents. They might have different characteristics than the respondents.
  • Give consideration to the limitations of your study, model, and/or concepts and discuss these in your manuscript. Be objective.
  • Use appropriate statistical procedures.
  • Address the reliability and validity of any empirical findings.

Other Information

All published material is copyrighted by the American Marketing Association with future-use rights reserved. This does not limit the author's right to use his or her own material or place it in future works, provided full credit is given to the American Marketing Association.

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