Discovery-oriented consumer research

Article Abstract:

The Journal of Consumer Research and the Association for Consumer Research initiated a new discipline, intended to embrace divergent topics, methods, concepts, data, motives, partners, and ideas. Over the years, that vision has faded. Now the discipline faces inward, toward a narrower range of issues, and away from the real world. Five guidelines seeks to redirect the discipline toward its original goals. These guidelines advocate wider horizons, a larger audience, a different talent mix, more emphasis on discovery, more attention to consumers, and more single-minded dedication to meaningful results. (Reprinted by permission of the publisher.)

Methods

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Caution in the use of difference scores in consumer research

Article Abstract:

This article illustrates the common use of difference scores in consumer research and discusses a number of potential problems with using them. Difference scores often have problems in the areas of reliability, discriminant validity, spurious correlations, and variance restriction. The article concludes the difference scores should generally not be used in consumer research and offers alternatives that overcome their limitations. (Reprinted by permission of the publisher.)

Analysis

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