Improving Our Scientific Understanding of Consumer Behavior.

An editorial is presented by the new editorial team of The Journal of Consumer Research (JCR) outlining their views on the role of the journal and their vision for continuing the stewardship and mission carried forth by their predecessors. They aver that the journal serves as a vital interdisciplinary platform to advance the scientific understanding of consumer behavior by fostering diverse research contributions, improving informativeness, and promoting intellectual humility. The team emphasizes publishing rigorous, innovative, and transparent research that enhances theoretical and practical knowledge across disciplines, while encouraging critical conversations and collaborative learning within the field. With a commitment to efficiency, respect for authors’ goals, and maintaining high standards, the editors aim to position JCR as a leader in consumer behavior research over the next four years.