#5282. The Benefits of Candidly Reporting Consumer Research

August 2026publication date
Proposal available till 12-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Applied Psychology;
Marketing;
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Abstract:
Quantitative consumer research papers (i.e., papers relying on experiments, surveys, or secondary data) tend to be written using a deductive reporting template. Articles begin with a review of the literature, hypotheses are deduced from existing theory, experiments test the hypotheses, and results are reported. We contend that this reporting template is inconsistent with how many research projects are actually conducted. Research is often more inductive (i.e., the hypotheses are data-driven) or abductive (i.e., deduced hypotheses are revised owing to data). Given these realities, we propose a reporting template that provides more flexibility. We anticipate that allowing authors to use a more flexible reporting template will (a) encourage more exploration, (b) allow researchers to use exploratory data to help make a case for new constructs, (c) facilitate the development of novel theory, and (d) reduce the incentive to engage in suboptimal research behaviors.
Keywords:
Abductive research; Confirmatory hypothesis test; Exploratory research; Inductive research

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