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Current Problems in Consumer Behavior Research
Current Problems in Consumer Behavior Research
Current Problems in Consumer Behavior Research
BLACKWELL*
This article supplements other critical evaluations of consumer research by discussing several issues and problems that impede the development of a consumer
behavior research tradition.
328
Definitions
The literature is replete with examples of widely varying definitions of what arc presumably the same variables and constructs. Brand loyalty, for example, has
been defined in terms of brand choice sequences [6],
proportion of purchases [12], repeat purchase probabilities [30, 53], and brand preference over time [36].
Variables
329
larly, although there is evidence that information seeking is a cumulative process involving several sources
[45], most attempts to determine characteristics of information-seeking consumers and the determinants of
search utilize unidimensional scales [7, 44].
In attitude studies, also, more social psychologists
note three basic related dimensions of an attitude: (1)
cognitive information and beliefs about the object or
phenomenon in question; (2) affective feelings of likedislike, etc.; and (3) behavioral tendencies to act in a
certain way [51, 60]. Most studies, however, measure
only the valence of certain affective dimensions selected
by the researcher [2]. Attitudes are frequently poor predictors of behavior [28], perhaps because measuring instruments used typically isolate only one dimension.
In most consumer research studies, if the relationship
between dependent and independent variables is not
statistically significant, it is concluded that the independent variables are not important in understanding the dependent variable. In some instances the dimensionality
artifact may provide an alternative explanation, for if
dependent variables were measured multidimensionally,
significant and nonsignificant independent variables
might change. Extensions and modifications of the multidirriensional techniques suggested by Frank and Green
[32] should be useful in this effort.
DEVELOPING A REPLICATION
TRADITION
In many disciplines replication is rigorously practiced. In the physical and behavioral sciences, findings
must be replicated a number of times. The literature of
psychology has many examples of replication, where a
problem is intensively studied to be sure that methodological artifacts did not dictate findings. For example,
later studies generated by the 1948 discovery that highvalued stimuli are more quickly perceived than lowvalued ones revealed artifacts in that the low-valued
words were more infrequently used and thus unfamiliar
.[75]. After replication, substantial evidence indicates
that perceptual defense can be demonstrated when
proper experimental controls are used [70].
Replication is rarely practiced in consumer research.
Most findings and propositions are based upon single
studies by a single researcher, which unfortunately invites invalid conclusions due to unusual sample characteristics, distortion in experimental control, and other
methodological artifacts. All too frequently, findings are
used uncritically in the marketing literature, especially
general textbooks, and the dangers of misleading conclusions increase as the body of consumer behavior
findings grows. A replication tradition would allow researchers to determine the conditions under which an
effect may exist, establish hierarchies of effects, and
test validity of previously reported findings.
The Research Environment
and Design
To what extent are consumer behavior findings artifacts of the research design, subjects used, and variables
330
331
the fact that research to date has been conducted relatively independently by researchers in various universities, businesses, and governmental agencies. The issues raised here and others that have undoubtedly been
overlooked are of sufficient importance to deserve further discussion and debate. If they are resolved, or even
if some significant progress toward their resolution is
made, a significant stride will be taken toward the development of a consumer behavior research tradition.
21.
22.
23.
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