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The (im)precision of scholarly consumer behavior research

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  • Trafimow, David
  • Hyman, Michael R.
  • Kostyk, Alena

Abstract

Knowing related empirical facts as precisely as possible is crucial to knowledge development. Does the sampling precision of published consumer research ensure it contributes meaningfully to marketing science? To answer this question, the sampling precision of four consumer-centric journals selected for their relative impact factors—Journal of Consumer Research (JCR), Journal of Consumer Psychology (JCP), Journal of Consumer Marketing (JCM), and International Journal of Consumer Studies (IJCS)—is compared. Based on a recently developed a priori procedure, analyses of articles published between 2000 and 2016 determined the precision of the reported sample means that estimate corresponding population means. Results show studies in all journals lack sufficient precision, with JCR and JCP studies half as precise as JCM and IJCS studies. Sampling precision’s value to scientific advancement partly reflects its connection to replication probabilities. Given low replication rates, the most cited consumer-related studies, which strongly influence subsequent research, may be the most misdirecting.

Suggested Citation

  • Trafimow, David & Hyman, Michael R. & Kostyk, Alena, 2020. "The (im)precision of scholarly consumer behavior research," Journal of Business Research, Elsevier, vol. 114(C), pages 93-101.
    • Handle: RePEc:eee:jbrese:v:114:y:2020:i:c:p:93-101
    DOI: 10.1016/j.jbusres.2020.04.008
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    References listed on IDEAS

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    Cited by:

    1. David Trafimow & Tonghui Wang & Cong Wang, 2021. "A Viable Approach to Mitigating Irreproducibility," Stats, MDPI, vol. 4(1), pages 1-11, March.
    2. Vecchio, Riccardo, 2022. "Fostering the debate among scholars to support the advancement of knowledge in the food-related consumer research: A commentary," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 24(2), September.
    3. Riccardo Vecchio, 2022. "Fostering the debate among scholars to support the advancement of knowledge in the food-related consumer research: A commentary," Economia agro-alimentare, FrancoAngeli Editore, vol. 24(2), pages 1-15.
    4. Trafimow, David & Hyman, Michael R. & Kostyk, Alena & Wang, Cong & Wang, Tonghui, 2021. "The harmful effect of null hypothesis significance testing on marketing research: An example," Journal of Business Research, Elsevier, vol. 125(C), pages 39-44.
    5. Nathalie Peña-García & Mauricio Losada-Otálora & Jorge Juliao-Rossi & Augusto Rodríguez-Orejuela, 2021. "Co-Creation of Value and Customer Experience: An Application in Online Banking," Sustainability, MDPI, vol. 13(18), pages 1-14, September.

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