From the Editor: Rational Choice as the Foundation of Behavioral Research in Marketing

WELCOME to the second issue of the Journal of Marketing Behavior (JMB), the new, peer-reviewed behavioral journal sponsored by the European Marketing Academy (EMAC).

As noted at the outset of our first issue, “ JMBR seeks to become a premier scientific outlet for behavioral research in marketing that has relevant and interesting practical implications for decision makers, be they managers, policy makers, or consumers” (Wertenbroch 2015, p. 1). One way to contribute to that objective is to give room to academic thought leaders who raise, or comment on, important theoretical or substantive questions that are of interest to...