This introduction to the Journal of Business Research special issue on anti-consumption briefly defines and highlights the importance of anticonsumption research, provides an overview of the latest studies in the area, and suggests an agenda for future research on anti-consumption.

In empirical marketing studies, vignettes are increasingly used to develop measurement scales, assess public/organizational policy, and study key variables in judging the decisions or actions of a protagonist. Despite their frequent use, integrated recommendations for creating vignettes are limited. A brief introduction to vignette methods and their previous applications in marketing is provided. This is followed by suggestions for designing vignettes and vignette-based studies based on a review of the literature. The suggestions form a checklist that should help researchers who conduct vignette-based studies to consider all relevant issues and thus obtain valid data.

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As the worldwide market share of private label brands (PLBs) increases, the importance of PLB-related research increases. Previous PLB-related literature reviews -none published since 2004, which is before roughly 45 per cent of published empirical and theoretical studies on PLBs -were either written for a general business audience or summarized a small subset of scholarly literature. In contrast, this article focuses on the corpus of empirical and theoretical PLB-related scholarly research from the past two decades. After distilling the gains retailers and manufacturers may realize from PLBs and the factors that encourage PLB profi tability, it presents a framework for future research.

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