Handbook of Research Methods in Consumer Psychology

Cover
Half Title
Title Page
Copyright Page
Table of Contents
Notes on Contributors
Preface
PART I: Classic Approaches
	Chapter 1: Experimental Research Methods in Consumer Psychology
		Types of Variables
		Types of Validity
		Common Mistakes
		References
	Chapter 2: Surveys, Experiments, and the Psychology of Self-Report
		Surveys and Experiments
		Answering Questions: Participants’ tasks
		Reporting on Behaviors and Experiences
		Reporting on Attitudes and Preferences
		Coda
		Acknowledgments
		References
	Chapter 3: Beyond the Lab: Using Data from the Field to Increase Research Validity
		How Can Researchers Provide the Most Robust Research Findings?
		Which Method Is Best?
		A Broader Approach to Increasing impact
		Conclusion
		Notes
		References
	Chapter 4: Qualitative Research for Consumer Psychology
		Introduction
		A Historical Perspective
		Foundations: Phenomenology and Grounded Theory
		Varieties of Qualitative Method
		The Interpretation of Qualitative Data
		The Value Proposition for Consumer Psychology
		Conclusion
		Note
		References
	Chapter 5: Developing Measures of Latent Constructs: A Practical Guide to Psychometric Theory
		What Is Meant by a “Construct”?
		What Is “Measurement” and Why Is Measurement Important?
		Classical Measurement Theory
		Construct Validity
		Assessing Construct Validity
		Assessing Unidimensionality via Factor Analysis
		After the CFA: Assessing Reliability and Discriminant Validity
		Second-Order Factor Analysis
		Formative versus Reflective Measures
		Controversy: Single versus Multiple Items
		Controversy: An Alternative Scale Development Model
		Summary and Conclusion
		References
PART II: Contemporary Approaches
	Chapter 6: Theory and Method in Consumer Information Processing
		The Interface of Theory and Method
		Priming Effects: Methodology and Implications
		Comprehension
		Retrieval Processes
		The Mental Representation of Information in Memory
		Inference Processes
		Concluding Remarks
		Notes
		References
	Chapter 7: Response Latency Methodology in Consumer Psychology
		The Speed–Accuracy Trade-Off
		Data Considerations with Response Latency
		Response Latency and Processing Ease
		Response Latency and Sensitivity to Omissions
		Response Latency and Spontaneous Judgment Formation
		Response Latency and Associative Strength
		Response Latency and Mental Images
		Summary
		References
	Chapter 8: The Implicit Association Test: Implications for Understanding Consumer Behavior
		Introduction
		What Is the IAT?
		IAT Reliability and Validity
		What Does the IAT Assess?
		Common Questions and Misconceptions about what the IAT Measures
		Variants of the IAT
		Levels of Analysis
		Conclusions
		References
	Chapter 9: Tools and Methods for Measuring Implicit Consumer Cognition
		The Implicit Association Test
		The Implicit Relational Assessment Procedure
		Future Directions
		Note
		References
	Chapter 10: Measurement and Use of Indirect Measures of Valence in Choice
		Introduction
		Associations between Valence and Items
		The Implicit Association Test
		Methodological Problems with the IAT
		Theoretical Issues
		Other Indirect Measures of Valence
		Implications for Research
		Conclusions
		References
	Chapter 11: Methods of Public Influence
		Methods of Public Influence
		A Brief Overview of Social Influence
		The Importance of Public Influence
		The Effect of Public Influence
		Assessing Public Influence
		Critical Questions
		New Directions
		Concluding Remarks
		References
	Chapter 12: Contemporary Methods in Consumer Goal Pursuit and Emotion Research
		Contemporary Methods in Goal Activation and Measurement
		Contemporary Methods in Emotion Elicitation and Measurement
		Methods for Examining Goal/Emotion Interactions
		Concluding Thoughts
		Appendix A
		Cognition Study
		Appendix B
		Life Experiences
		Breakup
		Appendix C
		References
	Chapter 13: Forecasting and Prediction
		Forecasting and Prediction
		Quantitative Forecasting
		The Role of the Judge in Prediction
		References
	Chapter 14: Understanding Daily Life with Ecological Momentary Assessment
		Introduction
		What Is Ecological Momentary Assessment?
		History of Ecological Momentary Assessment
		Autobiographical Memory and Limitations of Recall
		Strengths and Weaknesses of Retrospective and Real-Time Reports
		The Uses of Ecological Momentary Assessment
		Ecological Momentary Assessment Designs and Approaches
		Measurement Considerations for EMA Self-Reports
		Methodological Considerations in EMA Studies
		Analysis of EMA Data
		Conclusion
		Notes
		References
	Chapter 15: Eye Tracking Methodology for Research in Consumer Psychology
		Introduction and History
		Vision and Attention Processes
		Stationary Eye Movement Recording
		Mobile Eye Movement Recording
		Video-Based Eye Tracking
		Computing Fixations and Saccades
		Pupil Dilation and Facial Recognition
		Experimental Setup
		Eye Movement Metrics
		Analysis of Eye Movements
		Outlook
		References
	Chapter 16: Neuroscientific Methods and Tools in Consumer Research
		Measurement Techniques
		Manipulation Techniques
		Conclusion
		References
PART III: Online Research Methods
	Chapter 17: Common Concerns with MTurk as a Participant Pool: Evidence and Solutions
		Concern 1: MTurkers Do Not Invest Sufficient Effort in Answering Questions
		Concern 2: MTurkers Cannot Speak English
		Concern 3: MTurkers Are Experienced/Non-naive
		Concern 4: MTurkers Are Deceptive
		Concern 5: MTurkers Drop out of Surveys
		Concern 6: MTurkers Self-Select into Surveys
		Considerations for Running an MTurk Study
		Conclusion
		References
	Chapter 18: Mechanical Turk in Consumer Research: Perceptions and Usage in Marketing Academia
		Crowdsourcing Overview
		Perceptions of MTurk Data: Facts and Fables
		Usage of MTurk: General Usage and Common Data Quality Practices
		Methodology
		Measures
		Results
		Concluding Remarks
		References
	Chapter 19: Digital and Social Media Research
		Introduction
		Overview of Extant Digital and Social Media Research inConsumer Psychology
		Critical Discussion of Research Methods
		Future Research Agenda and Methodological Recommendations
		Conclusion
		References
PART IV: Data Analysis
	Chapter 20: Mediation Analysis in Consumer Psychology: Models, Methods, and Considerations
		Simple Mediation Models and Terminology
		Testing Mediation
		Complex Mediation Models
		Recommendations in Mediation Analysis
		Conclusion
		Note
		References
	Chapter 21: Text Analysis in Consumer Research: An Overview and Tutorial
		Manual Coding
		Top–Down Dictionary Approaches
		Bottom–Up Data-Driven Approaches
		Summary
		References
	Chapter 22: Meta-Analysis
		Introduction
		Heterogeneity in Behavioral Research
		Approaches Based on Test Statistics
		Approaches Based on Standardized Effect Sizes
		Approaches Based on Basic Summary Information
		Study-Level Covariates
		Assessing and Adjusting for Publication Bias
		Discussion
		References
PART V: Philosophy of Science
	Chapter 23: Integrating Effects and Theory in Research and Application
		The Logic of Research
		Beyond the Either-Or View of Effects and Theory
		Using Nomological Networks across Studies
		Mediation Analysis
		An Effect Can Be Explained by More than One Theory
		Applying Research
		Conclusion
		Notes
		References
	Chapter 24: The Validity Network Schema: Perspectives on Validity, Validation, and Research Paths in Consumer Research
		A Brief Overview of Validity Issues in Research:Observed and Manipulated Causes
		A Brief Overview of Validity Issues in Research:The Robustness of Empirical Findings
		Journal Editorials and Research Commentary Calls for Action
		The VNS: An Integration of Research Values, Research Paths,and Empirical Robustness
		Pragmatics
		Conclusion
		Note
		References
	Chapter 25: Weaving Multiple Methodologies from Different Philosophical Approaches into a Single Consumption Story
		Introduction
		History and Philosophical Traditions
		Philosophy of Science
		Philosophical Differences in Consumer Research
		A Multi-Method Approach to Understanding “Narratives”
		Many Roads Lead to Rome
		Concluding Remarks
		References
	Chapter 26: Designing and Interpreting Replication Studies in Psychological Research
		Conceptual Overview
		Statistical Conclusion Validity
		Internal Validity
		Construct Validity
		External Validity
		Validity Trade-Offs: Observations and Conclusions
		Conclusions
		Notes
		References
Index