What impact can various research methods have on consumer psychology? How can they help us understand the workings of the consumer mind? And how can the field of consumer psychology best utilize these methods? In the Handbook of Research Methods in Consumer Psychology, leading consumer psychologists summarize key aspects of the research process and explain how different methods enrich understanding of how consumers process information to form judgments and opinions and to make consumption-related decisions.
Kardes, Herr, and Schwarz provide an in-depth analysis of the scientific research methods needed to understand consumption-related judgments and decisions. The book is split into five parts, demonstrating the breadth of the volume: classic approaches, contemporary approaches, online research methods, data analysis, and philosophy of science. A variety of leading researchers give insight into a wide range of topics, reflecting both long-standing debate and more recent developments in the field to encourage discussion and the advancement of consumer research.
The Handbook of Research Methods in Consumer Psychology is essential reading for researchers, students, and professionals interested in consumer psychology and behavior.
Table of Contents:
Preface
Classic Approaches
Chapter 1: Experimental Research Methods in Consumer Psychology
Frank R. Kardes, University of Cincinnati
Paul M. Herr, Virginia Tech
Chapter 2: Surveys, Experiments, and the Psychology of Self-Report
Norbert Schwarz, University of Southern California
Chapter 3: Collecting Data from the Field: Using Field Experiments and Experiments-in-the-Field to Increase Research Validity
Alicea J. Lieberman, Arizona State University
Andrea C. Morales, Arizona State University
On Amir, University of California, San Diego
Chapter 4: Qualitative Research for Consumer Psychology
Dipankar Chakravarti, Virginia Tech
Roewen Crabbe, Virginia Tech
Chapter 5: Developing Measures of Latent Constructs: A Practical Guide to Psychometric Theory
Karen Machleit, University of Cincinnati
Contemporary Approaches
Chapter 6: Theory and Method in Consumer Information Processing
Robert S. Wyer, Jr., University of Cincinnati
Chapter 7: Response Latency Methodology in Consumer Psychology
Frank R. Kardes, University of Cincinnati
Brianna Escoe, University of Cincinnati
Ruomeng Wu, University of Cincinnati
Chapter 8: The Implicit Association Test: Implications for Understanding Consumer Behavior
Allen R. McConnell, Miami University
Robert J. Rydell, Indiana University
Chapter 9: Tools and Methods for Measuring Implicit Consumer Cognitions
Ruth Pogacar, University of Calgary
Tom Carpenter, Seattle Pacific University
Chad E. Shenk, Pennsylvania State University
Michael Kouril, Cincinnati Children’s Hospital Medical Center, University of Cincinnati
Chapter 10: Measurement and Use of Indirect Measures of Valence in Choice
Arthur B. Markman, University of Texas
Chapter 11: Methods of Public Influence
Joshua C. Clarkson, University of Cincinnati
Joshua T. Beck, University of Oregon
Ashley S. Otto, Baylor University
Riley G. Dugan, University of Dayton
Chapter 12: Contemporary Methods in Consumer Goal Pursuit and Emotion Research
Anthony Salerno, University of Cincinnati
Chapter 13: Forecasting and Prediction
Edward R. Hirt, Indiana University
Hector Ruiz Guevara, Indiana University
Chapter 14: Understanding Daily Life with Ecological Momentary Assessment
David B. Newman, University of Southern California
Arthur A. Stone, University of Southern California
Chapter 15: Eye Tracking Methodology for Research in Consumer Psychology
Michel Wedel, University of Maryland
Rik Pieters, University of Tilberg
Ralf van der Lans, Hong Kong University of Science and Technology
Chapter 16: Neuroscientific Methods and Tools in Consumer Research
Steven D. Shaw, University of Michigan
Yavuz Acikalin, Stanford University
Baba Shiv, Stanford University
Carolyn Yoon, University of Michigan
Online Research Methods
Chapter 17: Common Concerns with MTurk as a Participant Pool: Evidence and Solutions
David Hauser, University of Michigan
Gabriel Paolacci, Erasmus University
Jesse Chandler, University of Michigan
Chapter 18: Mechanical Turk in Consumer Research: Common Practices to Ensure Data Quality
Scott A. Wright, Providence College
David K. Goodman, Ohio State University
Chapter 19: Digital and Social Media Research
Zoey Chen, University of Miami
Andrew T. Stephen, University of Oxford
Data Analysis
Chapter 20: Mediation Analysis in Consumer Psychology: Models, Methods, and Considerations
Derek D. Rucker, Northwestern University
Kristopher J. Preacher, Vanderbilt University
Chapter 21: Text Analysis in Consumer Research: An Overview and Tutorial
Matthew D. Rocklage, Northwestern University
Derek D. Rucker, Northwestern University
Chapter 22: Meta-Analysis
Blakeley B. McShane, Northwestern University
Ulf Bockenholt, Northwestern University
Philosophy of Science
Chapter 23: The Roles of Effects and Theory in Research and Application
Bobby J. Calder, Northwestern University
C. Miguel Brendl, Northwestern University
Alice M. Tybout, Northwestern University
Chapter 24: The Validity Network Schema: Perspectives on Validity, Validation, and Research Paths in Consumer Research
David Brinberg, Virginia Tech
Miriam Brinberg, Pennsylvania State University
Chapter 25: Weaving multiple methodologies from different philosophical approaches into a single consumption story
Rashmi Adaval, University of Cincinnati
Bryan M. Buechner, University of Cincinnati
Nathanael S. Martin, University of Cincinnati
Chapter 26: Designing and Interpreting Replication Studies in Psychological Research
Leandre R. Fabrigar, Queen’s University
Duane T. Wegener, Ohio State University
Thomas I. Vaughan-Johnston, Queen’s University
Laura Wallace, Ohio State University
Richard E. Petty, Ohio State University
About the Author :
Frank R. Kardes is the Donald E. Weston Professor of Marketing and Distinguished Research Professor at the Lindner College of Business at the University of Cincinnati.
Paul M. Herr is the Virginia-Carolinas Professor of Purchasing Management and Professor of Marketing in the Pamplin College of Business at Virginia Tech.
Norbert Schwarz is the Provost Professor of Psychology and Marketing at the University of Southern California.
