Midrange, Differential, Meaningful, and Multidisciplinary: Reflections onJCR’s Epistemic Culture

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AbstractScientific communities such as journals or professional societies have their own ways of creating and sharing knowledge called “epistemic cultures.” Drawing on prior reflexive scholarship and conversations with eight preeminent consumer researchers, this article explores some of the central tenets of epistemic culture at the Journal of Consumer Research (JCR): midrange scope, differential insight, meaningful impact, and multidisciplinary field. It also provides some guidance to new consumer researchers on how to accomplish epistemic fluency.