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Designing Research for Application, Journal of Consumer Research

Abstract

Two distinct types of generalizability are identified in consumer research. One entails the application of specific effects, whereas the other entails the application of general scientific theory. Effects application and theory application rest on different philosophical assumptions, and have different methodological implications. A failure to respect these differences has led to much confusion, regarding issues such as the appropriateness of student subjects and laboratory settings.

Type

Article

Author(s)

Bobby Calder, Lynn W. Phillips, Alice M. Tybout

Date Published

1981

Citations

Calder, Bobby, Lynn W. Phillips, and Alice M. Tybout. 1981. Designing Research for Application. Journal of Consumer Research. 8(2): 197-207.

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