Individual skill
jmr-theory-development
Use when building the conceptual core of a Journal of Marketing Research (JMR) manuscript — deriving behavioral hypotheses with a testable process mechanism, or specifying the economic primitives and behavioral assumptions of a structural/econometric model. Adapts theory to JMR's two dominant genres without inflating into a managerial Journal-of-Marketing narrative.
Journal-of-Marketing-Research-Skills/skills/jmr-theory-development/SKILL.md
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- Last checked
- Nov 9, 2026
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- Repository last updated
- Sep 27, 2026
- License
- MIT
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# Theory & Mechanism Development (jmr-theory-development)
## When to trigger
- Hypotheses are descriptive ("A relates to B") with no underlying process
- A structural/econometric model lacks stated primitives, assumptions, or identifying logic
- Reviewers will ask "what is the mechanism?" or "why this functional form?"
- The conceptual section reads as a managerial story rather than a research argument
## JMR judges theory by genre
JMR welcomes a wide variety of approaches, so "theory development" means different things for its two dominant genres. Build the one that matches your paper.
### Behavioral papers — mechanism, not just prediction