With Brett Gordon & Karen Winterich
A podcast about how academic marketing papers go from first idea to publication.
“Publish or perish” is a maxim academics live by. But how does a paper become a publication? How does a rough idea become a draft? And how do researchers navigate the publication process, with all the bumps and bruises along the way?
In each episode of How I Wrote This, marketing professors Brett Gordon and Karen Winterich speak with the authors of an academic marketing paper to uncover the backstory behind the work, from the first insight to publication in the Journal of Marketing Research.
Recorded at Summer AMA with the 2026 JMR award winners: Shiri Melumad and Robert Meyer on how listening versus reading changes the way consumers interpret news, and Stephan Seiler and Anna Tuchman on why their soda-tax paper found an audience across marketing, economics, and public health.
open_in_new Open in SpotifyBrett and Karen talk with incoming JMR Editor-in-Chief Raphael Thomadsen about the new team’s vision for the journal: streamlining the revision process, accepting shorter-form articles, and bridging behavioral, managerial, and quantitative work.
A send-off episode with the five outgoing JMR co-editors, including hosts Brett and Karen, reflecting on their term: the hardest calls they made, the biases they caught in themselves, and what they wish authors knew about working with an editor.
Karen talks with Martin Schreier and Darren Dahl about why firms like Allbirds give away proprietary designs, and how “inside-out” openness raises consumers’ willingness to pay.
GLP-1 drugs like Ozempic are disrupting the grocery aisle. This study linked GLP-1 usage surveys to 150,000 households’ purchase data and found grocery spending drops about 5% within six months.
Rebecca Hamilton, Kapil Tuli, and Raghu Iyengar join the hosts for a special episode on responsible AI use in research and in the JMR submission process.
A single demographic statistic about car leasing sparked a project on how perceived romantic relationship stability shapes the choice to rent versus own.
A conversation about valuing firms from customer behavior, including how publicly disclosed customer metrics can support market-level corporate valuation.
The authors explain how they extended evidence on grocery purchases into a broader story about anxiety, public consumption, and local economic spillovers.
A close look at the poverty penalty and why some money-saving strategies are hardest to use when households are under the most financial pressure.
What happens when brands try to sound like consumers, and how an uncertain early idea turned into a paper on the slang paradox.
A live Summer AMA episode with authors of JMR award-winning articles on how collaboration, relevance, and perseverance shaped their work.
An eye-tracking experiment born from pandemic-era advertiser block lists asks whether surrounding news content changes how audiences attend to ads.
A conversation about fake news prediction, post histories, and the broader research value hidden in the behavioral traces people leave on social platforms.
Some purchases can signal that a customer is less likely to return, and the episode walks through the authors’ complex revision path behind that finding.
Sankar Sen revisits a foundational 2001 CSR paper and reflects on what it takes to build durable research streams around a big emerging topic.
A special mini episode in which Brett and Karen unpack the review process and share practical lessons from current JMR reviewers.
A behind-the-scenes look at what it is actually like to serve as a journal co-editor and how that work shapes the research publication process.
The trio explain how their empirical results pushed back on long-standing theory and how they expanded the project in response to critical feedback.
Karen talks with the authors about combining behavioral and quantitative approaches to uncover the downstream benefits of customer referrals.
A discussion of generative visual design, disentanglement, and how the authors built a visual conjoint approach for forthcoming JMR work.
The season-two opener looks at how framing resources as available for me versus us changes behavior around consumer food waste.
The season-one finale covers how firms learn to price dynamically and how the authors turned that question into a JMR paper on price setting.
The authors discuss customer rating formats, magnitude perception, and what it was like complying with JMR’s research transparency policy.
A conversation about how favorite possessions can buffer feelings of deprivation under income inequality and how that idea sharpened over time.
The team explains how a conference encounter and early-pandemic misinformation led to a project on debunking false product claims.
A fast-moving collaboration on company size and product-quality inferences that grew from a set of possible ideas among friends.
Brett talks with Eva Ascarza about retention futility, high-risk customer targeting, and how that research became a notable JMR publication.
Andrea Webb Luangrath and Joann Peck explain how a decade-old seminar idea resurfaced and survived rejection on its way to publication.
An early rigorous evaluation of soda taxes, including pass-through, tax avoidance, nutritional effects, and the authors’ approach to review feedback.
A memorable story about hauling a 600-pound robot through New York and substantially revising the paper after an initial rejection.
The first episode revisits a post-seminar question that became an influential collaboration on online book reviews and later earned the O’Dell Award.