Individual skill
jcr-contribution-framing
Use when writing or sharpening the conceptual contribution of a Journal of Consumer Research (JCR) manuscript and drafting the mandatory 300-word Consumer Relevance and Contribution Statement. Turns results into an explicit theory contribution about consumption; it does not run the studies (jcr-data-analysis).
Journal-of-Consumer-Research-Skills/skills/jcr-contribution-framing/SKILL.md
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# Contribution Framing (jcr-contribution-framing)
## When to trigger
- Results exist but the "so what for consumer theory" is implicit or thin
- A reviewer says the contribution is incremental or descriptive
- You must write the **Consumer Relevance and Contribution Statement** for submission
- You are unsure whether the paper advances, deepens, or repudiates a theory
## State the conceptual contribution explicitly
JCR's overriding criterion is **advancing understanding of consumer behavior or the conduct of consumer research**. A finding is not a contribution until you say, in plain terms, **which theoretical conversation changes** and **how**. Frame the contribution as one of three moves and name the target theory:
- **Advance** — extend a theory to new conditions, mechanisms, or consumers.