A Tutorial in Consumer Research: Keeping it Real in Experimental Research – Understanding When, Where, and How to Enhance Realism and Measure Consumer Behavior

24 Pages Posted: 12 Mar 2020

See all articles by Andrea Morales

Andrea Morales

Arizona State University (ASU)

On Amir

University of California, San Diego (UCSD) - Rady School of Management

Leonard Lee

Columbia Business School - Marketing

Date Written: February 12, 2020

Abstract

In this article, we consider the reasons why employing realistic experimental designs and measuring actual behavior is important and beneficial for consumer research. More specifically, we discuss when, where, and how researchers might go about doing this in order to increase the veracity and believability of their work. We analyze the choice of independent variables (IVs) along the experimental-realism dimension, ranging from artificial to realistic, and the choice of dependent variables (DVs) along the behavioral-measures dimension ranging from hypothetical intention to actual behavior. Importantly, we also map various goals of consumer research along these two dimensions to highlight when it is most appropriate to enhance the realism and behavioral measures of an experiment. Using a number of illustrative examples from research in the extant literature, we specifically highlight how consumer researchers can increase experimental realism and utilize actual-behavior measures in their experiments in order to improve both the fidelity of the research and the likelihood that the research provides insight into “real” consumer behavior.

Keywords: Experimental design, Realism, Behavior, Measurement

Suggested Citation

Morales, Andrea and Amir, On and Lee, Leonard, A Tutorial in Consumer Research: Keeping it Real in Experimental Research – Understanding When, Where, and How to Enhance Realism and Measure Consumer Behavior (February 12, 2020). Available at SSRN: https://ssrn.com/abstract=3537131 or http://dx.doi.org/10.2139/ssrn.3537131

Andrea Morales (Contact Author)

Arizona State University (ASU) ( email )

On Amir

University of California, San Diego (UCSD) - Rady School of Management ( email )

9500 Gilman Drive
Rady School of Management
La Jolla, CA 92093
United States
858-534-2023 (Phone)
858-534-0745 (Fax)

HOME PAGE: http://management.ucsd.edu/faculty/directory/amir/

Leonard Lee

Columbia Business School - Marketing ( email )

New York, NY 10027
United States
212 854 2177 (Phone)
212 854 7647 (Fax)

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
17
Abstract Views
146
PlumX Metrics