In this issue of JCR I am inaugurating a new section called Reflections and Reviews. Its purpose is to broaden the value and innovation of knowledge advancements in the journal. Specifically, Reflections and Reviews will be comprised of succinct invited essays that emphasize perspectives and insights on consumer behavior that are likely to be unknown, under-appreciated, or under-examined among many JCR readers.

There will be two types of essays. The first will come from leading scholars outside of the current JCR circle, but whose prior research has been distinctly related to consumer behavior nonetheless. The initial essay of this type is by Albert Borgmann, a renowned philosopher who has written extensively on society, technology, and consumption. In his essay he raises several profound issues and unanswered questions about the moral dimensions of consumer behavior circa 2000AD. Future issues of JCR will have similar kinds of essays by noted researchers from the social sciences, humanities, and professional areas, in addition to executives and administrators from business and public policy domains.

The second type of essay will come from leading scholars within the JCR community. Their essays will summarize and critique recent books they have read that have strongly influenced their own thinking and research in a given topical area. These essays will suggest why other consumer researchers should be reading these books, and will stipulate potential applications for future work. The first essay of this type is by Gerald Zaltman, who encourages all of us to read widely, in search of novel relevant ideas for advancing consumer research. He illustrates his points with a discussion of new books on the neuroscience of the brain and their implications for consciousness and the mind.

One of my hopes is that the essays appearing in Reflections and Reviews will generate fresh and exciting intellectual discussions at research colloquia and conferences, and in graduate seminars. Another hope is that the essays will spark further conceptual and empirical research on related topics, extending the frontiers of knowledge on consumer behavior.

I especially thank Albert and Jerry for their willingness to help in pioneering these essays for JCR. Comments or suggestions about Reflections and Reviews are welcomed, and should be sent to jcr@bus.wisc.edu.

David Glen Mick
Editor-Elect
March 2000