How I Wrote This

Can the architecture behind large language models predict where a customer journey is headed? Zipei Lu (Baruch College) and P.K. Kannan (University of Maryland) treat a hospitality firm’s customer touchpoints like words in a sentence. They build a transformer whose attention patterns vary from customer to customer. They talk with co-host Brett Gordon about how the paper moved across journals befor...

Eight years. Seven rounds of revision. And a first submission where every reviewer recommended reject. In this episode, JMR Co-Editor Karen Winterich talks with  Tanuka Ghoshal  (Baruch College) and  Tripat Gill  (Wilfrid Laurier University) about their paper,  "The 'Dark Is Hardworking' Association: How Skin Tone Affects Perceptions of Service Providers in India ." Colorism in I...

If you've submitted a paper, odds are that you’ve experienced rejection. Does that mean the idea is dead? Not necessarily. Sometimes it just needs the right angle, and the right review team, to become something bigger than you first imagined. Recorded during Summer AMA, this episode brings together the 2026 JMR award winners for a joint conversation with Karen Winterich and Brett Gordon. First...

With a new editorial team taking the helm at the  Journal of Marketing Research , Brett and Karen sat down with the new Editor-in-Chief, Raphael Thomadsen, to discuss the team's vision for the journal's future, laid out in a recently published  “Vision Editorial” article . They have ideas for streamlining the revision process, accepting shorter-form articles, and bridging the gap between b...

A special send-off episode: the five outgoing  JMR  co-editors - Rebecca Hamilton, Brett Gordon, Raghu Iyengar, Kapil Tuli and Karen Winterich - come together for a candid look back at their term: what surprised them, the hardest calls they had to make, the biases they caught in themselves, and what they wish authors knew about working with an editor. Reflection, advice, and a few hard truths from...

A PhD student's curiosity about open innovation. That's all it took to spark a research journey into why companies like Allbirds give away their proprietary technology—and why consumers reward them for it. JMR Co-Editor Karen Winterich speaks with Martin Schreier (WU Vienna) and Darren Dahl (UBC) about their paper, "The Open Design Effect”, co-authored with Lukas Maier (WU Vienna). Th...

GLP-1 drugs like Ozempic and Wegovy are changing more than just waistlines—they're disrupting the grocery aisle. JMR Co-Editor Brett Gordon speaks with Sylvia Hristakeva (Cornell), Jura Liaukonyte (Cornell), and Leo Feller (Numerator) about their paper, "The No Hunger Games: How GLP-1 Medication Adoption is Changing Consumer Food Demand.” The study linked GLP-1 usage survey data to 150,00...

Questions about using AI responsibly in your research or checking ‘Yes’ to AI use in the submission process? This special episode has JMR Editor in Chief, Rebecca Hamilton, and co-editors Kapil Tuli and Raghu Iyengar joining co-hosts Brett Gordon and Karen Winterich to discuss the role of AI in authorship and the editorial process. 

A single demographic statistic about car leasing. That's all it took to spark a fascinating research journey into how the perceived stability of our romantic relationships shape the products we choose to rent versus own. In this episode,  Yuechen Wu   joins JMR Co-Editor  Karen Winterich  to reveal the story behind " Who Will I Be Without You? Consequences of Perceived Romantic Relationsh...

To figure out how much a company is worth, start with its customers. This episode explores customer-based corporate valuation and how individual buying behavior ultimately drives firm value. Join JMR Co-Editor Brett Gordon as he speaks with Dan McCarthy (University of Maryland) and Peter Fader (University of Pennsylvania) about their paper,  “Customer-Based Corporate Valuation for Publicly Traded...

Have you ever been inspired to study a research problem, only to hear: “How is that relevant to marketing?” Such was the case for  Muzeeb Shaik  who wanted to understand if the impacts of fatal shool shootings extended to the marketplace. In this episode, JMR Co-Editor  Karen Winterich  talks with Muzeeb,  John Costello,  and  Adithya Pattabhiramaiah  to learn how they were able to build on initia...

For some, the strategies that save money require money they don't have .  This episode explores the "poverty penalty" and how financial constraints make saving money a challenge for lower-income households. Join JMR Co-Editor Brett Gordon as he speaks with Yesim Orhun (University of Michigan) and Mike Palazzolo (UC Davis) about their award-winning article, "Frugality is Hard to...

You might talk slang with your friends, but what happens when brands try using slang?  In this episode, JMR Co-Editor Karen Winterich talks with  Bryce Pyrah  and  Alice Wang  about their article,  The Slang Paradox: Connecting or Disconnecting with Consumers? , coauthored with  Yiyi Li  and  Ying Xie . Hear how Alice decided to give the idea a chance even though she was uncertain at first and how...

How I Wrote This is back for Season 3. In Episode 20, JMR Coeditors  Karen Winterich  and  Brett Gordon  go LIVE at Summer AMA in Chicago to chat with authors of this year’s JMR award-winning articles. You’ll hear from  Yiyi Li  about her  Weitz-Winer-O’Dell   award-winning article  with  Ying Xie  and also from  Michal Maimaran  on her  Paul E. Green/Vithala R. Rao Award   article  with  Szu-chi...

Does the content of a news article influence the effectiveness of ads placed within it? In this episode, JMR Co-Editor Brett Gordon discusses the recently published paper, “ Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment , ” with authors  Andrewy Simonov  (Columbia Business School), Tommaso Valletti , and  Andre Veiga  (both from Imperial College Business School)....

We all likely know that there’s valuable data in our social media posts, but just how can this be used? In this episode, JMR Co-Editor  Karen Winterich  talks with  Verena Schoenmueller  and  Simon Blanchard  about their paper, “ Who Shares Fake News? Uncovering Insights from Social Media Users’ Post Histories ,” co-authored with  Gita Johar . What started out as a collaboration to understand the...

Every business knows that customers who spend more in the past usually spend more in the future. But what if there are some products for which the  opposite  is true? That is, seeing a customer buy one of these categories means they are  less –not  more –likely to return to you. JMR Co-editor Brett Gordon speaks with Ayelet Israeli (HBS) and Eric Anderson (Kellogg) to learn about “canary categorie...

Ever wonder if those papers with 1000’s of citations are easy to publish? In  this episode , JMR Co-Editor  Karen Winterich  chats with  Sankar Sen  from Baruch College’s Zicklin School of Business to look back at this oldie but well-cited goodie:  Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility , published in 2001 by Sankar and CB Bhattacharya, b...

In part to of this special mini episode. Brett and Karen break down the review process and share insights from two current JMR reviewers.

On this special mini episode of How I Wrote This, Karen and Brett take you behind the scenes to hear about what it's really like to be a co-editor for a journal.

Brett Gordon  sits down with  JP Dube  and  Günter Hitsch  from the University of Chicago Booth School of Business, and  Peter Rossi  from the UCLA Anderson School of Management. They discuss their influential paper, “ Do Switching Costs Make Markets Less Competitive? ” Since the 1960s, marketing and economics scholars have studied switching costs, with theoretical literature largely suggesting th...

Karen learns how Rachel Gershon and Zhenling Jiang merged their behavioral and quantitative skillsets to identify the robust effect of referral contagion. Their findings are published in their paper “ Referral Contagion: Downstream Benefits of Customer Referrals ” in JMR.

Brett talks to Ankit Sisodia, Alex Burnap and Vineet Kumar about their forthcoming JMR paper “Generative Interpretable Visual Design: Using Disentanglement for Visual Conjoint Analysis.”

On the first episode of Season 2, Karen talks to authors Huachao Gao, He (Michael) Jia, and Bingxuan Guo about their paper “Resources Available for Me Versus Us: Implications for Mitigating Consumer Food Waste.” 

In the final episode of season 1, JMR Co-Editor Brett Gordon speaks with Yufeng Huang, Paul Ellickson, and Mitch Lovett about their paper Learning to Set Prices .