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Consumer Psychology for the Greater Good
Every day, consumers make a myriad of decisions that have the ability to affect the greater good, which we define as the collective well-being of the broader social group. Such decisions range from deciding whether or not to speak up in the face of unfair practices to accurately reporting one’s financial information on their taxes to understanding and empowering vulnerable consumers.
Given their broad communal consequences, such decisions are of great interest to a variety of constituencies, including policy makers, non-profits, communities, and marketers, as well as individuals. Accordingly, theory driven inquiry into the antecedents and consequences of consumer behaviors that serve the greater good offers great theoretical and practical value.
Consumer psychology over the past decades has made substantive contributions to the understanding of consumer behavior; however, research truly motivated by impacting greater good has remained limited. To be clear, there is a difference between research motivated by the greater good versus research that is relevant to the greater good. In the former, the genesis of the research is a problem motivated by the greater good; in the latter, the greater good might be referenced as a loosely-related implication drawn from a broader inquiry. This Special Issue in JCP seeks research that fits the former category.
The research could propose novel theories of how to promote greater good, question whether outcomes stereotypically thought of as generating greater good indeed serve the greater good, or even propose downstream problems that a quest for greater good might create. Applications of existing consumer decision making theories to promote the greater good are welcome, but only as long as a greater good problem is central to the paper and the application is consequential.
We encourage all interested researchers examining relevant topics to submit their work. The full Call for Papers is linked below.
Researchers are welcome to contact one of the editors if they are considering submitting research that addresses the greater good in a way that is non-standard (e.g., a unique approach to servicing the greater good, outside of the realm of those mentioned in the Call for Papers), or if their research is outside of the realm of consumer behavior and they would like to gauge the appropriateness of their work for this special issue. For those whose research clearly services the greater good (as outlined in the Call for Papers) and whose work fits within the realm of consumer behavior, contacting the editors is not necessary. We suggest that such authors carefully read the call for papers and gauge the appropriateness of their work for the special issue prior to submission. Inquiries to the editors asking for their informal opinion on brief abstracts will not inform the outcome of the review process.
The deadline for initial manuscripts is August 1, 2019.