Consumer behavior overview

Consumer behavior overview - Theory • Theory should...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

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 ...
View Full Document

Ask a homework question - tutors are online