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 1|14 pages

Experimental Research Methods in Consumer Psychology

ByFrank R. Kardes, Paul M. Herr

chapter 2|24 pages

Surveys, Experiments, and the Psychology of Self-Report

ByNorbert Schwarz

chapter 3|20 pages

Beyond the Lab

Using Data from the Field to Increase Research Validity
ByAlicea Lieberman, Andrea C. Morales, On Amir

chapter 4|32 pages

Qualitative Research for Consumer Psychology 1

ByDipankar Chakravarti, Rowena Crabbe

chapter 5|11 pages

Developing Measures of Latent Constructs

A Practical Guide to Psychometric Theory
ByKaren A. Machleit

part II|211 pages

Contemporary Approaches

chapter 6|25 pages

Theory and Method in Consumer Information Processing

ByRobert S. Wyer

chapter 7|11 pages

Response Latency Methodology in Consumer Psychology

ByFrank R. Kardes, Brianna Escoe, Ruomeng Wu

chapter 8|17 pages

The Implicit Association Test

Implications for Understanding Consumer Behavior
ByAllen R. McConnell, Robert J. Rydell

chapter 9|22 pages

Tools and Methods for Measuring Implicit Consumer Cognition

ByRuth Pogacar, Thomas P. Carpenter, Chad E. Shenk, Michal Kouril

chapter 10|10 pages

Measurement and Use of Indirect Measures of Valence in Choice

ByArthur B. Markman

chapter 11|16 pages

Methods of Public Influence

ByJoshua J. Clarkson, Joshua T. Beck, Ashley S. Otto, Riley G. Dugan

chapter 12|33 pages

Contemporary Methods in Consumer Goal Pursuit and Emotion Research

ByAnthony Salerno

chapter 13|18 pages

Forecasting and Prediction

ByEdward R. Hirt, Hector Ruiz Guevara

chapter 14|17 pages

Understanding Daily Life with Ecological Momentary Assessment 1

ByDavid B. Newman, Arthur A. Stone

chapter 15|17 pages

Eye Tracking Methodology for Research in Consumer Psychology

ByMichel Wedel, Rik Pieters, Ralf van der Lans

chapter 16|23 pages

Neuroscientific Methods and Tools in Consumer Research

BySteven D. Shaw, Yavuz Acikalin, Baba Shiv, Carolyn Yoon

part III|54 pages

Online Research Methods

chapter 17|19 pages

Common Concerns with MTurk as a Participant Pool

Evidence and Solutions
ByDavid Hauser, Gabriele Paolacci, Jesse Chandler

chapter 18|20 pages

Mechanical Turk in Consumer Research

Perceptions and Usage in Marketing Academia
ByScott A. Wright, Joseph K. Goodman

chapter 19|13 pages

Digital and Social Media Research

ByZoey Chen, Andrew T. Stephen

part IV|46 pages

Data Analysis

chapter 20|12 pages

Mediation Analysis in Consumer Psychology

Models, Methods, and Considerations
ByDerek D. Rucker, Kristopher J. Preacher

chapter 21|18 pages

Text Analysis in Consumer Research

An Overview and Tutorial
ByMatthew D. Rocklage, Derek D. Rucker

chapter 22|14 pages


ByBlakeley B. McShane, Ulf Böckenholt

part V|91 pages

Philosophy of Science

chapter 23|19 pages

Integrating Effects and Theory in Research and Application

ByBobby J. Calder, C. Miguel Brendl, Alice M. Tybout

chapter 24|20 pages

The Validity Network Schema

Perspectives on Validity, Validation, and Research Paths in Consumer Research 1
ByDavid Brinberg, Miriam Brinberg

chapter 25|25 pages

Weaving Multiple Methodologies from Different Philosophical Approaches into a Single Consumption Story

ByRashmi Adaval, Bryan M. Buechner, Nathanael S. Martin

chapter 26|25 pages

Designing and Interpreting Replication Studies in Psychological Research

ByLeandre R. Fabrigar, Duane T. Wegener, Thomas I. Vaughan-Johnston, Laura E. Wallace, Richard E. Petty