Where Two Heads Are Better Than One.

The article discusses the two separate reader opinions towards the "Journal of Consumer Research." They include one an academic market interested primarily in theories of consumer behavior and a business market most concerned with substantive aspects of consumer behavior. The business group places limited value on abstract concepts or technical articles. The readership is strongly polarized and various options for managing the journal are presented. They include moving towards the academic or business readership or continuing on the current path, which promotes diversity of topics and the sharing of consumer research.