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1st Edition

Handbook of Research Methods in Consumer Psychology

Edited By Frank R. Kardes, Paul M. Herr, Norbert Schwarz Copyright 2019
    ISBN 9780815352983
    540 Pages
    Published May 1, 2019 by Routledge

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    ISBN 9780815352938
    540 Pages
    Published April 29, 2019 by Routledge

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    What impact can various research methods have on consumer psychology? How can they help us understand the workings of the consumer mind? And how can the field of consumer psychology best utilize these methods? In the Handbook of Research Methods in Consumer Psychology, leading consumer psychologists summarize key aspects of the research process and explain how different methods enrich understanding of how consumers process information to form judgments and opinions and to make consumption-related decisions.

    Kardes, Herr, and Schwarz provide an in-depth analysis of the scientific research methods needed to understand consumption-related judgments and decisions. The book is split into five parts, demonstrating the breadth of the volume: classic approaches, contemporary approaches, online research methods, data analysis, and philosophy of science. A variety of leading researchers give insight into a wide range of topics, reflecting both long-standing debate and more recent developments in the field to encourage discussion and the advancement of consumer research.

    The Handbook of Research Methods in Consumer Psychology is essential reading for researchers, students, and professionals interested in consumer psychology and behavior.


    Classic Approaches

    Chapter 1: Experimental Research Methods in Consumer Psychology

    Frank R. Kardes, University of Cincinnati

    Paul M. Herr, Virginia Tech

    Chapter 2: Surveys, Experiments, and the Psychology of Self-Report

    Norbert Schwarz, University of Southern California

    Chapter 3: Collecting Data from the Field: Using Field Experiments and Experiments-in-the-Field to Increase Research Validity

    Alicea J. Lieberman, Arizona State University

    Andrea C. Morales, Arizona State University

    On Amir, University of California, San Diego

    Chapter 4: Qualitative Research for Consumer Psychology

    Dipankar Chakravarti, Virginia Tech

    Roewen Crabbe, Virginia Tech

    Chapter 5: Developing Measures of Latent Constructs: A Practical Guide to Psychometric Theory

    Karen Machleit, University of Cincinnati

    Contemporary Approaches

    Chapter 6: Theory and Method in Consumer Information Processing

    Robert S. Wyer, Jr., University of Cincinnati

    Chapter 7: Response Latency Methodology in Consumer Psychology

    Frank R. Kardes, University of Cincinnati

    Brianna Escoe, University of Cincinnati

    Ruomeng Wu, University of Cincinnati

    Chapter 8: The Implicit Association Test: Implications for Understanding Consumer Behavior

    Allen R. McConnell, Miami University

    Robert J. Rydell, Indiana University

    Chapter 9: Tools and Methods for Measuring Implicit Consumer Cognitions

    Ruth Pogacar, University of Calgary

    Tom Carpenter, Seattle Pacific University

    Chad E. Shenk, Pennsylvania State University

    Michael Kouril, Cincinnati Children’s Hospital Medical Center, University of Cincinnati


    Chapter 10: Measurement and Use of Indirect Measures of Valence in Choice

    Arthur B. Markman, University of Texas

    Chapter 11: Methods of Public Influence

    Joshua C. Clarkson, University of Cincinnati

    Joshua T. Beck, University of Oregon

    Ashley S. Otto, Baylor University

    Riley G. Dugan, University of Dayton

    Chapter 12: Contemporary Methods in Consumer Goal Pursuit and Emotion Research

    Anthony Salerno, University of Cincinnati

    Chapter 13: Forecasting and Prediction

    Edward R. Hirt, Indiana University

    Hector Ruiz Guevara, Indiana University

    Chapter 14: Understanding Daily Life with Ecological Momentary Assessment

    David B. Newman, University of Southern California

    Arthur A. Stone, University of Southern California

    Chapter 15: Eye Tracking Methodology for Research in Consumer Psychology

    Michel Wedel, University of Maryland

    Rik Pieters, University of Tilberg

    Ralf van der Lans, Hong Kong University of Science and Technology

    Chapter 16: Neuroscientific Methods and Tools in Consumer Research

    Steven D. Shaw, University of Michigan

    Yavuz Acikalin, Stanford University

    Baba Shiv, Stanford University

    Carolyn Yoon, University of Michigan

    Online Research Methods

    Chapter 17: Common Concerns with MTurk as a Participant Pool: Evidence and Solutions

    David Hauser, University of Michigan

    Gabriel Paolacci, Erasmus University

    Jesse Chandler, University of Michigan

    Chapter 18: Mechanical Turk in Consumer Research: Common Practices to Ensure Data Quality

    Scott A. Wright, Providence College

    David K. Goodman, Ohio State University

    Chapter 19: Digital and Social Media Research

    Zoey Chen, University of Miami

    Andrew T. Stephen, University of Oxford

    Data Analysis

    Chapter 20: Mediation Analysis in Consumer Psychology: Models, Methods, and Considerations

    Derek D. Rucker, Northwestern University

    Kristopher J. Preacher, Vanderbilt University

    Chapter 21: Text Analysis in Consumer Research: An Overview and Tutorial

    Matthew D. Rocklage, Northwestern University

    Derek D. Rucker, Northwestern University

    Chapter 22: Meta-Analysis

    Blakeley B. McShane, Northwestern University

    Ulf Bockenholt, Northwestern University

    Philosophy of Science

    Chapter 23: The Roles of Effects and Theory in Research and Application

    Bobby J. Calder, Northwestern University

    C. Miguel Brendl, Northwestern University

    Alice M. Tybout, Northwestern University

    Chapter 24: The Validity Network Schema: Perspectives on Validity, Validation, and Research Paths in Consumer Research

    David Brinberg, Virginia Tech

    Miriam Brinberg, Pennsylvania State University

    Chapter 25: Weaving multiple methodologies from different philosophical approaches into a single consumption story

    Rashmi Adaval, University of Cincinnati

    Bryan M. Buechner, University of Cincinnati

    Nathanael S. Martin, University of Cincinnati

    Chapter 26: Designing and Interpreting Replication Studies in Psychological Research

    Leandre R. Fabrigar, Queen’s University

    Duane T. Wegener, Ohio State University

    Thomas I. Vaughan-Johnston, Queen’s University

    Laura Wallace, Ohio State University

    Richard E. Petty, Ohio State University



    Frank R. Kardes is the Donald E. Weston Professor of Marketing and Distinguished Research Professor at the Lindner College of Business at the University of Cincinnati.

    Paul M. Herr is the Virginia-Carolinas Professor of Purchasing Management and Professor of Marketing in the Pamplin College of Business at Virginia Tech.

    Norbert Schwarz is the Provost Professor of Psychology and Marketing at the University of Southern California.

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