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A Tutorial in Consumer Research: Knowledge Creation and Knowledge Appreciation in Deductive-Conceptual Consumer Research

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  • Chris Janiszewski
  • Aparna A. Labroo
  • Derek D. Rucker

Abstract

A typical article in a top-tier business journal can require as much as $400,000 in academic labor costs (Terwiesch and Ulrich 2014). This estimate raises the question of what makes a contribution worthy of such a significant financial investment. How does an academic community determine the value of a contribution? We propose that two criteria inform judgments of value: the amount of knowledge creation and the amount of knowledge appreciation. Implicit in our view is the idea that researchers should know how to create valuable knowledge and be able to anticipate how much stakeholders will appreciate that knowledge. In this tutorial, we discuss knowledge creation, knowledge appreciation, and a framework that jointly represents these two sources of value. We hope that this framework will encourage scholars to engage in research activities that are valued by the scientific community.

Suggested Citation

  • Chris Janiszewski & Aparna A. Labroo & Derek D. Rucker, 2016. "A Tutorial in Consumer Research: Knowledge Creation and Knowledge Appreciation in Deductive-Conceptual Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 200-209.
    • Handle: RePEc:oup:jconrs:v:43:y:2016:i:2:p:200-209.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucw023
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    References listed on IDEAS

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    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. Jessica Alzamora-Ruiz & Carlos Guerrero-Medina & Myriam Martínez-Fiestas & Jaime Serida-Nishimura, 2020. "Why People Participate in Collaborative Consumption: An Exploratory Study of Motivating Factors in a Latin American Economy," Sustainability, MDPI, vol. 12(5), pages 1-25, March.

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