The Journal of Marketing (JM) is the premier outlet for substantive research in marketing. This substantive focus means that articles published in JM provide theoretical and empirical research insights into real-world marketing problems. JM is a scholarly and professional journal that disseminates knowledge that is informative to and actionable by marketing managers, public policy makers, and societal stakeholders engaged with marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar, Editor in Chief Cait Lamberton, Coeditor Detelina Marinova, Coeditor Vanitha Swaminathan, Coeditor