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.

part I|103 pages

Classic Approaches

chapter 3|20 pages

Beyond the Lab

Using Data from the Field to Increase Research Validity

chapter 5|11 pages

Developing Measures of Latent Constructs

A Practical Guide to Psychometric Theory

part II|211 pages

Contemporary Approaches

chapter 8|17 pages

The Implicit Association Test

Implications for Understanding Consumer Behavior

part III|54 pages

Online Research Methods

chapter 18|20 pages

Mechanical Turk in Consumer Research

Perceptions and Usage in Marketing Academia

part IV|46 pages

Data Analysis

chapter 20|12 pages

Mediation Analysis in Consumer Psychology

Models, Methods, and Considerations

chapter 21|18 pages

Text Analysis in Consumer Research

An Overview and Tutorial

chapter 22|14 pages