The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and a one-stop review of important marketing research across the field, past and present. 
 
Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer-review process, this makes for quick dissemination. 
 
In addition, ROMS is a one-stop reference destination: it reviews and analyzes the best marketing research available, from past years’ seminal articles to this year’s best new publications in marketing science. 
 
O’Dell Papers: In collaboration with the American Marketing Association (AMA), ROMS features each year’s O’Dell Award winner (a paper published five years earlier that made the most significant contribution to marketing science). ROMS publishes invited responses to the O’Dell paper that comment on the state of research in the field today. 
 
Conference Papers: ROMS sponsors a special session at each year’s Marketing Science conference, and publishes the papers shortly thereafter. 
 
Review Papers: In its role as a one-stop review of the best in marketing science, ROMS offers integrative review papers of recent marketing research published throughout the field. 
 
ROMS recognizes the interdisciplinary nature of marketing and so seeks to publish articles with managerial, quantitative and behavioral orientations. The common theme among ROMS articles is the relationship of research to marketing management issues. ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. With this in mind, ROMS is especially interested in papers that may be considered controversial by some, papers that report early results that will be further developed but over a longer time horizon, and papers that offer a broad overview and survey of topics that are currently interesting to many researchers. As such, both established scholars and young researchers will find a receptive outlet for their work. 
 
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners. It must use currently accepted research methods and approaches. It can be long or short. The contribution can be major or relatively modest. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength. 
 
Walter de Gruyter GmbH 
Genthiner Straße 13 
D-10785 Berlin / Germany 
Tel: +49 30 260 05-0 
Fax: +49 30 260 05-251

The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and a one-stop review of important marketing research across the field, past and present. 
 
Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer-review process, this makes for quick dissemination. 
 
In addition, ROMS is a one-stop reference destination: it reviews and analyzes the best marketing research available, from past years’ seminal articles to this year’s best new publications in marketing science. 
 
O’Dell Papers: In collaboration with the American Marketing Association (AMA), ROMS features each year’s O’Dell Award winner (a paper published five years earlier that made the most significant contribution to marketing science). ROMS publishes invited responses to the O’Dell paper that comment on the state of research in the field today. 
 
Conference Papers: ROMS sponsors a special session at each year’s Marketing Science conference, and publishes the papers shortly thereafter. 
 
Review Papers: In its role as a one-stop review of the best in marketing science, ROMS offers integrative review papers of recent marketing research published throughout the field. 
 
ROMS recognizes the interdisciplinary nature of marketing and so seeks to publish articles with managerial, quantitative and behavioral orientations. The common theme among ROMS articles is the relationship of research to marketing management issues. ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. With this in mind, ROMS is especially interested in papers that may be considered controversial by some, papers that report early results that will be further developed but over a longer time horizon, and papers that offer a broad overview and survey of topics that are currently interesting to many researchers. As such, both established scholars and young researchers will find a receptive outlet for their work. 
 
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners. It must use currently accepted research methods and approaches. It can be long or short. The contribution can be major or relatively modest. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength. 
 
Walter de Gruyter GmbH 
Genthiner Straße 13 
D-10785 Berlin / Germany 
Tel: +49 30 260 05-0 
Fax: +49 30 260 05-251

The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and a one-stop review of important marketing research across the field, past and present. 
 
Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer-review process, this makes for quick dissemination. 
 
In addition, ROMS is a one-stop reference destination: it reviews and analyzes the best marketing research available, from past years’ seminal articles to this year’s best new publications in marketing science. 
 
O’Dell Papers: In collaboration with the American Marketing Association (AMA), ROMS features each year’s O’Dell Award winner (a paper published five years earlier that made the most significant contribution to marketing science). ROMS publishes invited responses to the O’Dell paper that comment on the state of research in the field today. 
 
Conference Papers: ROMS sponsors a special session at each year’s Marketing Science conference, and publishes the papers shortly thereafter. 
 
Review Papers: In its role as a one-stop review of the best in marketing science, ROMS offers integrative review papers of recent marketing research published throughout the field. 
 
ROMS recognizes the interdisciplinary nature of marketing and so seeks to publish articles with managerial, quantitative and behavioral orientations. The common theme among ROMS articles is the relationship of research to marketing management issues. ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. With this in mind, ROMS is especially interested in papers that may be considered controversial by some, papers that report early results that will be further developed but over a longer time horizon, and papers that offer a broad overview and survey of topics that are currently interesting to many researchers. As such, both established scholars and young researchers will find a receptive outlet for their work. 
 
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners. It must use currently accepted research methods and approaches. It can be long or short. The contribution can be major or relatively modest. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength. 
 
Walter de Gruyter GmbH 
Genthiner Straße 13 
D-10785 Berlin / Germany 
Tel: +49 30 260 05-0 
Fax: +49 30 260 05-251

The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and a one-stop review of important marketing research across the field, past and present. 
 
Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer-review process, this makes for quick dissemination. 
 
In addition, ROMS is a one-stop reference destination: it reviews and analyzes the best marketing research available, from past years’ seminal articles to this year’s best new publications in marketing science. 
 
O’Dell Papers: In collaboration with the American Marketing Association (AMA), ROMS features each year’s O’Dell Award winner (a paper published five years earlier that made the most significant contribution to marketing science). ROMS publishes invited responses to the O’Dell paper that comment on the state of research in the field today. 
 
Conference Papers: ROMS sponsors a special session at each year’s Marketing Science conference, and publishes the papers shortly thereafter. 
 
Review Papers: In its role as a one-stop review of the best in marketing science, ROMS offers integrative review papers of recent marketing research published throughout the field. 
 
ROMS recognizes the interdisciplinary nature of marketing and so seeks to publish articles with managerial, quantitative and behavioral orientations. The common theme among ROMS articles is the relationship of research to marketing management issues. ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. With this in mind, ROMS is especially interested in papers that may be considered controversial by some, papers that report early results that will be further developed but over a longer time horizon, and papers that offer a broad overview and survey of topics that are currently interesting to many researchers. As such, both established scholars and young researchers will find a receptive outlet for their work. 
 
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners. It must use currently accepted research methods and approaches. It can be long or short. The contribution can be major or relatively modest. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength. 
 
Walter de Gruyter GmbH 
Genthiner Straße 13 
D-10785 Berlin / Germany 
Tel: +49 30 260 05-0 
Fax: +49 30 260 05-251

The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and a one-stop review of important marketing research across the field, past and present. 
 
Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer-review process, this makes for quick dissemination. 
 
In addition, ROMS is a one-stop reference destination: it reviews and analyzes the best marketing research available, from past years’ seminal articles to this year’s best new publications in marketing science. 
 
O’Dell Papers: In collaboration with the American Marketing Association (AMA), ROMS features each year’s O’Dell Award winner (a paper published five years earlier that made the most significant contribution to marketing science). ROMS publishes invited responses to the O’Dell paper that comment on the state of research in the field today. 
 
Conference Papers: ROMS sponsors a special session at each year’s Marketing Science conference, and publishes the papers shortly thereafter. 
 
Review Papers: In its role as a one-stop review of the best in marketing science, ROMS offers integrative review papers of recent marketing research published throughout the field. 
 
ROMS recognizes the interdisciplinary nature of marketing and so seeks to publish articles with managerial, quantitative and behavioral orientations. The common theme among ROMS articles is the relationship of research to marketing management issues. ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. With this in mind, ROMS is especially interested in papers that may be considered controversial by some, papers that report early results that will be further developed but over a longer time horizon, and papers that offer a broad overview and survey of topics that are currently interesting to many researchers. As such, both established scholars and young researchers will find a receptive outlet for their work. 
 
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners. It must use currently accepted research methods and approaches. It can be long or short. The contribution can be major or relatively modest. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength. 
 
Walter de Gruyter GmbH 
Genthiner Straße 13 
D-10785 Berlin / Germany 
Tel: +49 30 260 05-0 
Fax: +49 30 260 05-251

The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and a one-stop review of important marketing research across the field, past and present. 
 
Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer-review process, this makes for quick dissemination. 
 
In addition, ROMS is a one-stop reference destination: it reviews and analyzes the best marketing research available, from past years’ seminal articles to this year’s best new publications in marketing science. 
 
O’Dell Papers: In collaboration with the American Marketing Association (AMA), ROMS features each year’s O’Dell Award winner (a paper published five years earlier that made the most significant contribution to marketing science). ROMS publishes invited responses to the O’Dell paper that comment on the state of research in the field today. 
 
Conference Papers: ROMS sponsors a special session at each year’s Marketing Science conference, and publishes the papers shortly thereafter. 
 
Review Papers: In its role as a one-stop review of the best in marketing science, ROMS offers integrative review papers of recent marketing research published throughout the field. 
 
ROMS recognizes the interdisciplinary nature of marketing and so seeks to publish articles with managerial, quantitative and behavioral orientations. The common theme among ROMS articles is the relationship of research to marketing management issues. ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. With this in mind, ROMS is especially interested in papers that may be considered controversial by some, papers that report early results that will be further developed but over a longer time horizon, and papers that offer a broad overview and survey of topics that are currently interesting to many researchers. As such, both established scholars and young researchers will find a receptive outlet for their work. 
 
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners. It must use currently accepted research methods and approaches. It can be long or short. The contribution can be major or relatively modest. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength. 
 
Walter de Gruyter GmbH 
Genthiner Straße 13 
D-10785 Berlin / Germany 
Tel: +49 30 260 05-0 
Fax: +49 30 260 05-251

The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and a one-stop review of important marketing research across the field, past and present. 
 
Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer-review process, this makes for quick dissemination. 
 
In addition, ROMS is a one-stop reference destination: it reviews and analyzes the best marketing research available, from past years’ seminal articles to this year’s best new publications in marketing science. 
 
O’Dell Papers: In collaboration with the American Marketing Association (AMA), ROMS features each year’s O’Dell Award winner (a paper published five years earlier that made the most significant contribution to marketing science). ROMS publishes invited responses to the O’Dell paper that comment on the state of research in the field today. 
 
Conference Papers: ROMS sponsors a special session at each year’s Marketing Science conference, and publishes the papers shortly thereafter. 
 
Review Papers: In its role as a one-stop review of the best in marketing science, ROMS offers integrative review papers of recent marketing research published throughout the field. 
 
ROMS recognizes the interdisciplinary nature of marketing and so seeks to publish articles with managerial, quantitative and behavioral orientations. The common theme among ROMS articles is the relationship of research to marketing management issues. ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. With this in mind, ROMS is especially interested in papers that may be considered controversial by some, papers that report early results that will be further developed but over a longer time horizon, and papers that offer a broad overview and survey of topics that are currently interesting to many researchers. As such, both established scholars and young researchers will find a receptive outlet for their work. 
 
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners. It must use currently accepted research methods and approaches. It can be long or short. The contribution can be major or relatively modest. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength. 
 
Walter de Gruyter GmbH 
Genthiner Straße 13 
D-10785 Berlin / Germany 
Tel: +49 30 260 05-0 
Fax: +49 30 260 05-251

The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and a one-stop review of important marketing research across the field, past and present. 
 
Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer-review process, this makes for quick dissemination. 
 
In addition, ROMS is a one-stop reference destination: it reviews and analyzes the best marketing research available, from past years’ seminal articles to this year’s best new publications in marketing science. 
 
O’Dell Papers: In collaboration with the American Marketing Association (AMA), ROMS features each year’s O’Dell Award winner (a paper published five years earlier that made the most significant contribution to marketing science). ROMS publishes invited responses to the O’Dell paper that comment on the state of research in the field today. 
 
Conference Papers: ROMS sponsors a special session at each year’s Marketing Science conference, and publishes the papers shortly thereafter. 
 
Review Papers: In its role as a one-stop review of the best in marketing science, ROMS offers integrative review papers of recent marketing research published throughout the field. 
 
ROMS recognizes the interdisciplinary nature of marketing and so seeks to publish articles with managerial, quantitative and behavioral orientations. The common theme among ROMS articles is the relationship of research to marketing management issues. ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. With this in mind, ROMS is especially interested in papers that may be considered controversial by some, papers that report early results that will be further developed but over a longer time horizon, and papers that offer a broad overview and survey of topics that are currently interesting to many researchers. As such, both established scholars and young researchers will find a receptive outlet for their work. 
 
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners. It must use currently accepted research methods and approaches. It can be long or short. The contribution can be major or relatively modest. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength. 
 
Walter de Gruyter GmbH 
Genthiner Straße 13 
D-10785 Berlin / Germany 
Tel: +49 30 260 05-0 
Fax: +49 30 260 05-251

The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and a one-stop review of important marketing research across the field, past and present. 
 
Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer-review process, this makes for quick dissemination. 
 
In addition, ROMS is a one-stop reference destination: it reviews and analyzes the best marketing research available, from past years’ seminal articles to this year’s best new publications in marketing science. 
 
O’Dell Papers: In collaboration with the American Marketing Association (AMA), ROMS features each year’s O’Dell Award winner (a paper published five years earlier that made the most significant contribution to marketing science). ROMS publishes invited responses to the O’Dell paper that comment on the state of research in the field today. 
 
Conference Papers: ROMS sponsors a special session at each year’s Marketing Science conference, and publishes the papers shortly thereafter. 
 
Review Papers: In its role as a one-stop review of the best in marketing science, ROMS offers integrative review papers of recent marketing research published throughout the field. 
 
ROMS recognizes the interdisciplinary nature of marketing and so seeks to publish articles with managerial, quantitative and behavioral orientations. The common theme among ROMS articles is the relationship of research to marketing management issues. ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. With this in mind, ROMS is especially interested in papers that may be considered controversial by some, papers that report early results that will be further developed but over a longer time horizon, and papers that offer a broad overview and survey of topics that are currently interesting to many researchers. As such, both established scholars and young researchers will find a receptive outlet for their work. 
 
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners. It must use currently accepted research methods and approaches. It can be long or short. The contribution can be major or relatively modest. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength. 
 
Walter de Gruyter GmbH 
Genthiner Straße 13 
D-10785 Berlin / Germany 
Tel: +49 30 260 05-0 
Fax: +49 30 260 05-251

The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and a one-stop review of important marketing research across the field, past and present. 
 
Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer-review process, this makes for quick dissemination. 
 
In addition, ROMS is a one-stop reference destination: it reviews and analyzes the best marketing research available, from past years’ seminal articles to this year’s best new publications in marketing science. 
 
O’Dell Papers: In collaboration with the American Marketing Association (AMA), ROMS features each year’s O’Dell Award winner (a paper published five years earlier that made the most significant contribution to marketing science). ROMS publishes invited responses to the O’Dell paper that comment on the state of research in the field today. 
 
Conference Papers: ROMS sponsors a special session at each year’s Marketing Science conference, and publishes the papers shortly thereafter. 
 
Review Papers: In its role as a one-stop review of the best in marketing science, ROMS offers integrative review papers of recent marketing research published throughout the field. 
 
ROMS recognizes the interdisciplinary nature of marketing and so seeks to publish articles with managerial, quantitative and behavioral orientations. The common theme among ROMS articles is the relationship of research to marketing management issues. ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. With this in mind, ROMS is especially interested in papers that may be considered controversial by some, papers that report early results that will be further developed but over a longer time horizon, and papers that offer a broad overview and survey of topics that are currently interesting to many researchers. As such, both established scholars and young researchers will find a receptive outlet for their work. 
 
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners. It must use currently accepted research methods and approaches. It can be long or short. The contribution can be major or relatively modest. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength. 
 
Walter de Gruyter GmbH 
Genthiner Straße 13 
D-10785 Berlin / Germany 
Tel: +49 30 260 05-0 
Fax: +49 30 260 05-251

The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and a one-stop review of important marketing research across the field, past and present. 
 
Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer-review process, this makes for quick dissemination. 
 
In addition, ROMS is a one-stop reference destination: it reviews and analyzes the best marketing research available, from past years’ seminal articles to this year’s best new publications in marketing science. 
 
O’Dell Papers: In collaboration with the American Marketing Association (AMA), ROMS features each year’s O’Dell Award winner (a paper published five years earlier that made the most significant contribution to marketing science). ROMS publishes invited responses to the O’Dell paper that comment on the state of research in the field today. 
 
Conference Papers: ROMS sponsors a special session at each year’s Marketing Science conference, and publishes the papers shortly thereafter. 
 
Review Papers: In its role as a one-stop review of the best in marketing science, ROMS offers integrative review papers of recent marketing research published throughout the field. 
 
ROMS recognizes the interdisciplinary nature of marketing and so seeks to publish articles with managerial, quantitative and behavioral orientations. The common theme among ROMS articles is the relationship of research to marketing management issues. ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. With this in mind, ROMS is especially interested in papers that may be considered controversial by some, papers that report early results that will be further developed but over a longer time horizon, and papers that offer a broad overview and survey of topics that are currently interesting to many researchers. As such, both established scholars and young researchers will find a receptive outlet for their work. 
 
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners. It must use currently accepted research methods and approaches. It can be long or short. The contribution can be major or relatively modest. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength. 
 
Walter de Gruyter GmbH 
Genthiner Straße 13 
D-10785 Berlin / Germany 
Tel: +49 30 260 05-0 
Fax: +49 30 260 05-251