Consumer-related studies comprise to an increasing extent moderator variables,
presumably because researchers have become convinced by scholars who over the years …

Although the concept of moderator variables has been used extensively in marketing-related
studies, much confusion persists as to how they are defined and identified. To alleviate this …

The author discusses his working with the Fellows of the Association for Consumer
Research (ACR), and focuses on the two unhealthy trends in the field of consumer research …

In analyzing the types of submissions we receive, it is clear that the majority fall into one of
two bins. The first category of papers consists of psychological pieces that offer theoretical …

On the basis of a review of introspective methods in other social science disciplines, we
identify five categories of introspection:(1) researcher introspection,(2) guided …

Three commentaries below provide different perspectives on data analysis and reporting.
They generally focus on how the quality of the measures and manipulations determines the …

Consumer research suffers from a lack of respect for data. Researchers routinely fail to
report full experiments that do not produce expected results and often eliminate alleged …

▪ Abstract Although the consumer research field has made great progress over the past 30
years with respect to the scope, quality, and quantity of research, there are still significant …

This chapter introduces the reader to different aspects of quantitative research methods that
consumer psychologists use. It provides an overall perspective of why consumer …

Abstract The Journal of Consumer Research has completed four decades as one of the top
journals in the larger field of marketing as well as the premier outlet for research on …