Knowledge creation in consumer research: Multiple routes,multiple criteria |
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Authors: | John G. Lynch Jr. Joseph W. Alba Aradhna Krishna Vicki G. Morwitz Zeynep Gürhan‐Canli |
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Affiliation: | 1. Leeds School of Business, University of Colorado, 419 UCB, Boulder, CO 80309‐0419, USA;2. Warrington College of Business Administration, University of Florida, 212 Bryan Hall, P.O. Box 117155, Gainesville, FL 32611‐7155, USA;3. Ross School of Business, University of Michigan, 701 Tappan Street, Ann Arbor, MI 48109, USA;4. Stern School of Business, New York University, 40 West Fourth Street, Suite 807, New York, NY 10012, USA;5. Koç University, Rumeli Feneri Yolu, Sariyer, Istanbul, Turkey |
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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. |
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Keywords: | Knowledge creation Review process Research quality Research importance |
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