JCR Research Curations are virtual collections of recently published JCR articles selected to highlight an important consumer research topic. Articles are curated by domain experts who identify links between JCR articles and assemble subject-related collections. The goal of these curated collections is to allow readers to explore a particular issue in depth and garner a deeper understanding of key consumer research topics. We hope the JCR community will find this new initiative useful. Please share it widely with your colleagues and students.