Journal of Marketing Behavior, 2015, 1: 1–7 From the Editor: An Opportunity for More Relevance from Broadening Behavioral Research in Marketing Klaus Wertenbroch * INSEAD, France Welcome to the Journal of Marketing Behavior (JMB ), the new, peer- reviewed behavioral journal launched by the European Marketing Academy (EMAC). JMB seeks to become a premier scientific outlet for behavioral research in marketing that has relevant and interesting practical implications for deci- sion makers, be they managers, policy makers, or consumers. JMB targets theoretically grounded research that uncovers, describes, systematizes, and/or explains human behavior in the marketplace, comprising behavior by individ- uals, groups, or organizations. Its behavioral focus and orientation toward substantive problems allow it to broadly encompass questions, theories, and methods from marketing, economics, psychology, behavioral decision research, and any other fields within the empirical social and behavioral sciences (e.g., neuroscience, sociology, or anthropology and ethnography) or those relevant to these fields (e.g., philosophy, political science, or law). Compared to other behavioral journals in marketing, JMB aims to place greater emphasis on external validity and behavioral outcomes, in relation to internal validity and psychological processes. To that end, it encourages a wide range of research approaches and the combination of multiple methods (including, for example, laboratory experiments, controlled field experiments, survey research, quantitative analyses of secondary data, analytical models, and qualitative data). While emphasizing original empirical research, JMB also targets other types of articles, including research perspectives, integrative reviews, replications of important findings or failures to replicate these, and research notes about important new and robust findings before these can be fully explained. Why is this breadth of topics, methods, and formats important for behavioral research in marketing? * Professor of Marketing, INSEAD Europe Campus, Fontainebleau, France, klaus.wertenbroch@insead.edu. This editorial was written while the author was Donald G. Morrison visiting scholar at UCLA’s Anderson School of Management. The author thanks Michel Tuan Pham for helpful comments. ISSN 2326-568X; DOI 10.1561/107.00000006 © 2015 K. Wertenbroch