Studying Consumer Habits in the Field: Some Suggestions for Conducting Industry-Supported Research
10 Pages Posted: 30 Oct 2017
Date Written: October 28, 2017
In this note, we add voice to Herziger and Hoelzel’s (2017) compelling case on the shortcomings of investigating consumer habits using hypothetical choice scenarios. We elaborate on the importance of conducting real-world consumer habits research and suggest some ways to do so. We posit that five fundamental characteristics of consumer habits make them particularly appropriate for field investigations and less suited to lab-based studies. We suggest that field studies of consumer habits are best carried out in cooperation with companies or non-profit organizations. Based on our own experiences conducting academic research through industry collaborations, we provide consumer psychologists with some suggestions for initiating and conducting industry-supported research successfully.
Keywords: Consumer Habits, Financial Decision Making, Field Experiments
Suggested Citation: Suggested Citation