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jcr-literature-positioning

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Use when positioning a Journal of Consumer Research (JCR) manuscript — joining a live consumer-research conversation across disciplines, problematizing rather than gap-spotting, and separating the paper from JCP, JMR, JM, and disciplinary psychology/sociology outlets.

Journal-of-Consumer-Research-Skills/skills/jcr-literature-positioning/SKILL.md

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# Literature Positioning (jcr-literature-positioning)

## When to trigger

- The introduction reads as "no one has studied X" (gap-spotting)
- You cite within one field but JCR's audience spans psychology, anthropology, sociology, and economics
- A reviewer says "I don't see the conversation you're joining" or "this fits JCP/JMR better"
- You need to show why the work belongs in JCR specifically

## Join a conversation, do not spot a gap

JCR's audience is **multi-disciplinary** by design — the journal is governed by a Policy Board of ~11 sponsoring professional societies, and readers come from psychology, anthropology, sociology, economics, marketing, statistics, and communication. Effective positioning **problematizes**: it surfaces an assumption the existing consumer-research conversation takes for granted and shows why questioning it matters. "X has not been studied" is not a contribution; "the field assumes X, but consumption behaves otherwise, which forces us to rethink Y" is.

Because JCR's overriding criterion is **advancing understanding of consumer behavior or the conduct of consumer research**, the front end must make the focal conversation visible and locate the paper inside it — then state precisely how the paper advances, deepens, or repudiates that conversation.
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