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What makes a good theory practical?

Author

Listed:
  • Bobby J. Calder

    (Northwestern University)

  • Alice M. Tybout

    (Northwestern University)

Abstract

This paper builds upon Zaltman’s call for greater imagination in theory and practice by exploring the role of imagination in building and applying good theories. It begins by juxtaposing everyday associations to the concept of imagination with scientists’ goal of developing theories that are objectively grounded in data. In research, imagination must focus on explaining why an effect may have occurred. Then, the practical value of such theorizing is explored. It is argued that good theories, though imagined, should to be viewed as real in that they offer a valuable viewpoint for solving practical problems. They expand the real world of the practitioner rather than existing in some ivory tower outside that world. A different sort of imagination, however, is required to move from an abstract theory to an intervention that can be implemented in the real world. Good theory can be highly practical but it requires separating research designed to build and test theory from research designed to evaluate the efficacy of theory-inspired interventions to real world problems.

Suggested Citation

  • Bobby J. Calder & Alice M. Tybout, 2016. "What makes a good theory practical?," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 116-124, December.
    • Handle: RePEc:spr:amsrev:v:6:y:2016:i:3:d:10.1007_s13162-016-0084-1
    DOI: 10.1007/s13162-016-0084-1
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    References listed on IDEAS

    as
    1. Calder, Bobby J & Philips, Lynn W & Tybout, Alice M, 1983. "Beyond External Validity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(1), pages 112-124, June.
    2. Calder, Bobby J & Phillips, Lynn W & Tybout, Alice M, 1982. "The Concept of External Validity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 240-244, December.
    3. Calder, Bobby J & Phillips, Lynn W & Tybout, Alice M, 1981. "Designing Research for Application," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(2), pages 197-207, September.
    4. Lynch, John G, Jr, 1982. "On the External Validity of Experiments in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 225-239, December.
    5. Gerald Zaltman, 2016. "Marketing’s forthcoming Age of imagination," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 99-115, December.
    6. Jing Wang & Bobby J. Calder, 2006. "Media Transportation and Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 151-162, July.
    7. Joseph W. Alba, 2012. "In Defense of Bumbling," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(6), pages 981-987.
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    Cited by:

    1. He, Junnan & Calder, Bobby J., 2020. "The experimental evaluation of brand strength and brand value," Journal of Business Research, Elsevier, vol. 115(C), pages 194-202.
    2. Stuart Read & Stefan Michel & Jan H. Schumann & Kumar Rakesh Ranjan, 2019. "Pricing co-created value: an integrative framework and research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 155-183, December.

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