2024 journal article
The Future of Consumer Research Methods: Lessons of a Prospective Retrospective
Journal of Consumer Research.
UN Sustainable Development Goal Categories
3. Good Health and Well-being
(Web of Science)
Source: ORCID
Added: May 15, 2024
Abstract Looking back at 50 years of Journal of Consumer Research methods and interviewing some of the field’s most respected methodologists, this article seeks to craft a core set of best practices for scholars in consumer research. From perennial issues like conceptual validity to emerging issues like data integrity and replicability, the advice offered by our experts can help scholars improve the way they approach their research questions, provide empirical evidence that instills confidence, use new tools to make research more inclusive or descriptive of the “real world,” and seek to become thought leaders.