The role and impact of reviewers on the marketing discipline

Abstract

Since John Lynch’s presidential address at the 1998 annual meeting of the Association for Consumer Research (Lynch1998), a large number of articles have appeared in the marketing literature pertaining to the review process in our field. Almost every new journal editor makes some statement about the standards and etiquette that reviewers should adopt during his or her editorial regime. For some good examples, see Shugan (2003), Desai (2011), and Kumar (2016). Other useful discussions of the review process also exist (e.g., Holbrook’s1986paper with seven suggestions for reviewers).