JMM Special Issue Call for Papers – The deadline for submissions has now passed, and this issue will be published in summer 2017.

Research Frontiers in Cognitive, Social‐Cognitive, Behavioural, Social and Applied Psychology: Implications for Marketing Theory and Consumer Research

  • Guest Editor: Victoria Wells, University of Sheffield, UK
  • Guest Editor: Drew Martin, University of Hawaii at Hilo, USA

Both marketing and consumer behaviour research regularly draw from social science disciplines including psychology, sociology, geography, economics and anthropology. Most notably, psychology’s theories, models, techniques and methods profoundly impact marketing and consumer behaviour research and form the focus of this special issue.

Cognitive psychology examines cognitive and mental processes, and explores perception, learning, emotion and memory. These areas continue to inform a wide range of marketing and consumer studies including sensory marketing (Krishna, 2012), perception of cause related marketing (Moosmayer & Fuljahn, 2010) and language preferences in service encounters (Van Vaerenbergh & Holmqvist, 2013) amongst many others. To date, cognitive psychological approaches dwarf other psychological approaches, suggesting extensive scope for new research directions, particularly from social‐cognitive (e.g., Bargh, 2002; Harris et al., 2009), behavioural, social and applied psychology.

Most recently behavioural psychology is playing a role in developing marketing and consumer behaviour through classical conditioning (e.g., Gorn, 1982; Janiszewski & Warlop, 1993), operant and instrumental conditioning through consumer behaviour analysis (Foxall, 2001) and foraging (Wells, 2012). Wells (2014) highlights a range of future research directions for behavioural psychology in marketing and consumer behaviour such as relational frame theory (RFT) and rule‐ and contingency‐based behaviour.

Social psychology can overlap with cognitive approaches to marketing and consumer behaviour studies and examines how individuals think about and relate to one another. While traditional social psychological approaches to marketing and consumer psychology often utilise a number of established theories (e.g., Ajzen’s (1991) Theory of Planned Behaviour), social psychology is a broad and multifaceted discipline. Novel approaches have yet to be utilised fully within marketing and consumer behaviour. Amongst the many avenues not yet fully exploited and available to consumer and marketing scholars include those that straddle cognitive (in terms of the focus on mental concepts) and behavioural psychology (with respect to the influence of the environment on consumer behaviour), that is, the social cognitive research associated with John Bargh and colleagues who explore social relationships and automaticity’s role in decision‐making and social‐perceptual processes (Bargh, 2002; Bargh et al., 2012). The discursive psychological approach associated with the ‘Loughborough school’ (Augoustinos & Tileagă, 2012; Potter, 2012) also deserves more application within our discipline than it has received to date.

Applied psychology utilises psychological principles to solve practical problems in a range of settings from organisations, educational institutions, sport and exercise, across cultures and in health and well‐being and encompasses clinical, counselling, environmental, forensic and health psychology. The applied psychology agenda continues to evolve. For example, studies on social identity, health and well‐being (Haslam, Jetten, Postmes & Haslam, 2009) and health behaviour and promotion (Schwarzer, 2008) provide fertile ground for consumer and marketing studies.

The evidence suggests that marketing and consumer behaviour often rely on the most established psychological theories and miss opportunities to push inquiry that advances theoretical and empirical boundaries. Reliance on the status quo prevents researchers from exploring the frontier‐questioning schools of thought that are available and thereby delimiting our current understanding of theory and practice. The frontier offers unexplored territory waiting for intellectual discovery, and frontier research requires bold approaches and theories. This call for Research Frontiers in Cognitive, Social‐Cognitive, Behavioural, Social and Applied Psychology: Implications for Marketing Theory and Consumer Research addresses the need to push current boundaries in psychology and marketing/consumer behaviour interactions.

The guest editors seek submissions addressing the frontier of psychology and marketing/consumer behaviour interactions that employ novel approaches to examine and interpret this relationship. Manuscripts addressing theoretical/conceptual questions, empirical investigations (using any approach) or applied approaches are welcome, including submissions from non‐academic practitioner authors. Manuscripts should demonstrate novel approaches in psychological theory, methodology, or application context. Submissions must draw significantly on the psychology literature.

All manuscripts submitted must strictly follow the guidelines for the Journal of Marketing Management.
Manuscripts should be submitted online using the Journal of Marketing Management ScholarOne Manuscripts site. New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre. Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from the files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the non‐anonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”.

To submit your manuscript to the Special Issue choose “Special Issue Article” from the Manuscript Type list when you come to submit your paper. Also, when you come to the ‘Details and Comments’ page, answer ‘yes’ to the question ‘Is this manuscript a candidate for a special issue’ and select the Special Issue Title of Research Frontiers in Cognitive, Social‐Cognitive, Behavioural, Social and Applied Psychology in the text field provided.
Please ensure that the required summary statement of contribution focuses on the novel and frontier aspects of the submission.

Informal queries regarding guest editors’ expectations or the suitability of specific research topics should be directed to the Special Issue Editors, Professor Victoria Wells; Professor Drew Martin.
Technical queries about submissions can be referred to the Editorial Office:


Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179‐211.‐5978(91)90020‐T
Augoustinos, M., & Tileagă, C. (2012). Twenty five years of discursive psychology. British Journal of Social Psychology, 51(3), 405‐412.‐8309.2012.02096.x
Bargh, J.A. (2002). Losing consciousness: Automatic influences on consumer judgment, behaviour, and motivation. Journal of Consumer Research, 29(September), 280‐285.
Bargh, J. A., Schwader, K. L., Hailey, S. E., Dyer, R. L., & Boothby, E. J. (2012). Automaticity in social‐cognitive processes. Trends in cognitive sciences, 16(12), 593‐605.
Foxall, G.R. (1990). Consumer Psychology in Behavioral Perspective. London; Beard Books.
Foxall, G.R., & James, V.K. (2001). The Behavioral Basis of Consumer Choice: A preliminary analysis. European Journal of Behavior Analysis, 2 (Winter), 209‐220.
Gorn, G.J. (1982). The effects of music in advertising on choice behaviour: A classical conditioning approach. Journal of Marketing, 46(1), 94‐101.
Harris, J.L., Bargh, J.A., & Brownell, K.D. (2009). Priming Effects of Television Food Advertising on Eating Behavior. Health Psychology, 28(4), 404‐413.
Haslam, S.A., Jetten, J., Postmes, T., & Haslam, C. (2009). Social Identity, Health and Well‐Being: An Emerging Agenda for Applied Psychology. Applied Psychology, 58(1), 1‐23.‐0597.2008.00379.x
Janiszewski, C., & Warlop, L. (1993). The influence of classical conditioning procedures on subsequent attention to the conditioned brand. Journal of Consumer Research, 20(2), 171‐189.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332‐351.
Moosmayer, D. C., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27(6), 543‐549.
Potter, J. (2012). Re‐reading discourse and social psychology: transforming social psychology. British Journal of Social Psychology, 51 (3), pp. 436 ‐ 455.‐8309.2011.02085.x
Schwarzer, R. (2008). Modeling Health Behavior Change: How to Predict and Modify the Adoption and Maintenance of Health Behaviors. Applied Psychology, 57(1), 1‐29.‐0597.2007.00325.x
Van Vaerenbergh, Y., & Holmqvist, J. (2013). Speak my language if you want my money: Service language’s influence on consumer tipping behavior. European Journal of Marketing, 47(8), 1276‐1292.
Wells, V.K. (2012). Foraging: an ecology model of consumer behaviour? Marketing Theory, 12(2), pp 21‐40.
Wells, V.K. (2014). The influence of behavioural psychology on consumer psychology and marketing. Journal of Marketing Management, 30(11‐12), 1119‐1158.

This post is licensed under a Creative Commons Attribution 4.0 International License, unless otherwise stated. Third party materials remain the copyright of the original rightsholder.