Editorial

Abstract

Appreciation, Advice, and Some Aspirations for Consumer Research I have arrived at the end of my editing duties for the Journal of Consumer Research with disheveled emotions—from relief and celebration to an ambivalent lament. In this final editorial I would like to thank those who supported me, advise authors based on my experience, and express some hopes for future consumer research. 1 Appreciation No one completes the journey of editing JCR without the help of numerous other bright and dedicated people. I thank the journal's policy board for its trust in appointing me to this position. I am especially grateful for its endorsement of the changes I sought to make—from the new cover design, Web site, and fully electronic operations to inaugurating the two sections titled Reflections and Reviews and Re-Inquiries . I thank also the 12 associate editors who served most directly with me in making over 1,000 editorial decisions on submitted manuscripts. Each worked devotedly to assist authors in recognizing the most crucial issues within the reviews, to adjudicate between conflicting opinions, and to recommend revision strategies that would maximize knowledge contribution. I am also greatly indebted to the editorial review board and the hundreds of ad hoc reviewers who, next to the authors themselves, most truly create and preserve JCR 's excellence. While the reviewers were recurrently rigorous, they were also constructive on multiple dimensions and protective of the authors' dignity.