From the Editor: Manipulation and Marketing: The Elephant in the Room?

WELCOME the third and fourth (double) issue of the first volume of the Journal of Marketing Behavior (JMB), the European Marketing Academy’s (EMAC) new peer-reviewed behavioral journal. JMB features behavioral research related to marketing that has relevant and interesting practical implications for managers, policy makers, or consumers. The first two issues of JMB included original experimental consumer research on the perception of percentage changes and on the effectiveness of humorous persuasive appeals; they also featured articles, in which academic thought leaders in consumer research and psychology provided their perspectives on fundamental behavioral topics that are key to research and practice...