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jcp-contribution-framing

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Use when sharpening the one-sentence contribution of a Journal of Consumer Psychology (JCP) manuscript so the novelty reads as a psychological PROCESS, not an effect. Frames the contribution; it does not build the theory (jcp-theory-development) or run analyses (jcp-data-analysis).

Journal-of-Consumer-Psychology-Skills/skills/jcp-contribution-framing/SKILL.md

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# Contribution Framing (jcp-contribution-framing)

## When to trigger

- Your "contribution" sentence describes an **effect** ("X increases Y") rather than a mechanism
- Reviewers say the finding is "interesting but incremental" or "not surprising"
- The abstract and intro promise more than the process evidence delivers (over-claiming)
- You have strong studies but cannot say in one line what the field learns about the consumer's mind
- Multiple contributions are listed and none is sharp

## The JCP contribution is a process claim

A JCP contribution sentence has a specific shape: **"We show that [antecedent] shapes [consumer outcome] because it [changes psychological state M], which means [implication / new boundary / overturned belief]."** The "because" clause is the contribution. If your sentence stops at the comma after the outcome, you have an effect, and an effect alone is a reject. The framing job is to make the *mechanism* the headline and the effect merely the vehicle that reveals it.
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