Handbook of Research Methods in Consumer Psychology  book cover
1st Edition

Handbook of Research Methods in Consumer Psychology

ISBN 9780815352983
Published May 1, 2019 by Routledge
540 Pages

USD $114.95

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Book Description

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.

Table of Contents


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


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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.