Studying Consumer Habits in the Field: Some Suggestions for Conducting Industry-Supported Research

10 Pages Posted: 30 Oct 2017

See all articles by Utpal M. Dholakia

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business

Leona Tam

University of Wollongong - School of Management, Operations and Marketing

Date Written: October 28, 2017

Abstract

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

Dholakia, Utpal M. and Tam, Leona, Studying Consumer Habits in the Field: Some Suggestions for Conducting Industry-Supported Research (October 28, 2017). Available at SSRN: https://ssrn.com/abstract=3061263 or http://dx.doi.org/10.2139/ssrn.3061263

Utpal M. Dholakia (Contact Author)

Rice University - Jesse H. Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

Leona Tam

University of Wollongong - School of Management, Operations and Marketing ( email )

Building 40
Northfields Avenue
Wollongong, 2522
Australia

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