Consumer behavior overview

Consumer behavior overview - Theory • Theory should...

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Unformatted text preview: Theory • Theory should underpin every research study • Theory: “a systematically related set of statements, including lawlike generalizations that are empirically testable” (Hunt, 2002) • Purpose: “to increase scientific understanding through systematic structure of both explaining and predicting phenomena” (Hunt, 2002) • Begins with a concept • Mental device, concrete • e.g. job • Constructs • Blend or combination of concepts to form a new unit of thought • e.g. job motivator (e.g. expectation of a raise) • Propositions • Pattern of relationships among several constructs • Articulates relationships in a logical manner • e.g. Job motivators do not vary across culture • Set of logically interrelated propositions • e.g. Huddleston and Good (1998) used motivation theory to study Russian and Polish retail employees. • Examples following show the motivation theory application. • Motivation theory propositions: • People are driven by the expectation that their behaviors will produce results • The results will lead to desired outcomes • These desired outcomes/rewards motivate employees to perform Theory and research: how they work together • Conceptual framework • Context in which a study is presented • e.g. motivation and expectancy theory • Hypothesis • Transforms a proposition into specific relationships • e.g. There are no differences in importance of job motivators by country (Russia/Poland) • Variable • Quality or characteristic of interest measured by a researcher • Established measure or create one • e.g. importance of pay measured on a 5 point Likert scale • Instrument (measures all variables of interest) • Paper/pencil • Laboratory • Technology • e.g. 11 job motivators, intent to leave, job satisfaction, locus of control, etc. • Findings • Present results of hypothesis testing • e.g. Polish retail workers tended to evaluate motivators as more important than Russian retail workers • Relate findings to theory • Cross cultural application of motivation/expectancy theory seems appropriate Theory and Consumer Behavior • CB research draws on theories from a variety of disciplines • Economics ­ e.g. prospect theory • Psychology ­e.g. motivation • Sociology ­ e.g. social capital Why read research articles? • You will pursue careers that involve conducting or interpreting research • Need to understand • How to frame research questions • How theory underpins good research • How to interpret findings of studies for a “lay” audience • How to critique research and understand study limitations Structure of Typical Journal article • Introduction • Significance/importance of problem • Review of literature • Theoretical Framework (conceptual model) • Hypotheses/research questions/objectives • Research method • Sample and selection • Instrumentation • Data collection • Data analysis procedures • Dependent variables • Independent variables • Structure of Typical Journal article • Results/discussion • Conclusions and implications • Limitations ...
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