Don't hate the player, hate the game: Realigning incentive structures to promote robust science and better scientific practices in marketing

Marketing research draws heavily from the methods of Psychology and Economics, where questionable research practices (QRPs) are evident and replication rates are low; it is thus likely that QRPs and low replicability rates are pervasive in Marketing. Here, we review proximate and systemic issues that contribute to this state, and survey prominent solutions currently available to researchers for combating QRPs, namely, preregistration, registered reports, open-science practices, and multi-verse analysis. We argue that the core of replicability issues is rooted in a misalignment of academic incentives structures, rather than placing blame on individual researchers, and we make systemic recommendations for a pathway forward towards more robust and replicable marketing science.