The Journal of Consumer Research is a leading academic publication that focuses on the study of consumer behavior. It publishes original research articles that explore how consumers make decisions, the factors influencing their choices, and the implications for marketing and policy. The journal aims to bridge the gap between theory and practice in the field of consumer research. Established in 1974, the journal is widely recognized for its rigorous peer-review process and contributions to the understanding of consumer psychology. It covers a range of topics, including branding, advertising, and socioeconomic factors that affect consumer preferences and behaviors.