Knowledge Creation in Consumer Research: Multiple Routes, Multiple Criteria

Journal of Consumer Psychology 22 (2012) 473-485

13 Pages Posted: 16 Jan 2015

See all articles by John G. Lynch

John G. Lynch

University of Colorado-Boulder, Leeds School of Business - Center for Research on Consumer Financial Decision Making

Joseph W. Alba

University of Florida - Warrington College of Business Administration

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business

Vicki Morwitz

New York University (NYU) - Department of Marketing

Zeynep Gurhan-Canli

Koc University

Date Written: July 6, 2012

Abstract

The modal scientific approach in consumer research is to deduce hypotheses from existing theory about relationships between theoretic constructs, test those relationships experimentally, and then show “process” evidence via moderation and mediation. This approach has its advantages, but other styles of research also have much to offer. We distinguish among alternative research styles in terms of their philosophical orientation (theory-driven vs. phenomenon-driven) and their intended contribution (understanding a substantive phenomenon vs. building or expanding theory). Our basic premise is that authors who deviate from the dominant paradigm are hindered by reviewers who apply an unvarying set of evaluative criteria. We discuss the merits of different styles of research and suggest appropriate evaluative criteria for each.

Suggested Citation

Lynch, John G. and Alba, Joseph W. and Krishna, Aradhna and Morwitz, Vicki and Gurhan-Canli, Zeynep, Knowledge Creation in Consumer Research: Multiple Routes, Multiple Criteria (July 6, 2012). Journal of Consumer Psychology 22 (2012) 473-485. Available at SSRN: https://ssrn.com/abstract=2549990

John G. Lynch

University of Colorado-Boulder, Leeds School of Business - Center for Research on Consumer Financial Decision Making ( email )

Leeds School of Business
Boulder, CO 80309-0419
United States
919-971-5201 (Phone)

HOME PAGE: http://https://www.colorado.edu/business/john-g-lynch-jr

Joseph W. Alba

University of Florida - Warrington College of Business Administration ( email )

Gainesville, FL 32611
United States

Aradhna Krishna (Contact Author)

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Vicki Morwitz

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Zeynep Gurhan-Canli

Koc University ( email )

Rumelifeneri Yolu
34450 Sar?yer
Istanbul, 34450
Turkey

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