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Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling


  • Arch G. Woodside

    (Carroll School of Management, Boston College, U.S.A.)

  • Alexandre Schpektor

    (Queen Mary University of London, UK)

  • Xin Xia

    (Shanghai University of Finance and Economics, China)


The study describes the complementary benefits of model-building and data analysis using algorithm and statistical modeling methods in the context of unobtrusive marketing field experiments and in transforming findings into isomorphic management models. Relevant for marketing performance measurement, case-based configural analysis is a relatively new paradigm in crafting and testing theory. Statistical testing of hypotheses to learn net effects of individual terms in multiple regression analysis is the current dominant logic. Isomorphic modeling might best communicate what executives should decide using the findings from algorithm and statistical models. We test these propositions using data from an unobtrusive field experiment in a retailing context that includes two levels of expertise, four price-points, and presence versus absence of a friend ("pal" condition) during the customer-salesperson interactions (n=240 store customers). The analyses support the conclusion that all three approaches to modeling provide useful complementary information substantially above the use of one alone and that transforming findings from such models into isomorphic management models is possible.

Suggested Citation

  • Arch G. Woodside & Alexandre Schpektor & Xin Xia, 2013. "Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling," International Journal of Business and Economics, College of Business and College of Finance, Feng Chia University, Taichung, Taiwan, vol. 12(2), pages 131-153, December.
  • Handle: RePEc:ijb:journl:v:12:y:2013:i:2:p:131-153

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    References listed on IDEAS

    1. John A. List, 2006. "The Behavioralist Meets the Market: Measuring Social Preferences and Reputation Effects in Actual Transactions," Journal of Political Economy, University of Chicago Press, vol. 114(1), pages 1-37, February.
    2. Woodside, Arch G & Davenport, J William, Jr, 1976. "Effects of Price and Salesman Expertise on Customer Purchasing Behavior," The Journal of Business, University of Chicago Press, vol. 49(1), pages 51-59, January.
    3. Steven D. Levitt & John A. List, 2007. "What Do Laboratory Experiments Measuring Social Preferences Reveal About the Real World?," Journal of Economic Perspectives, American Economic Association, vol. 21(2), pages 153-174, Spring.
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    Cited by:

    1. Huarng, Kun-Huang, 2016. "Qualitative analysis with structural associations," Journal of Business Research, Elsevier, vol. 69(11), pages 5187-5191.
    2. repec:spr:qualqt:v:51:y:2017:i:5:d:10.1007_s11135-016-0339-9 is not listed on IDEAS
    3. de Villiers, Rouxelle, 2015. "Consumer brand enmeshment: Typography and complexity modeling of consumer brand engagement and brand loyalty enactments," Journal of Business Research, Elsevier, vol. 68(9), pages 1953-1963.
    4. Grohs, Reinhard & Raies, Karine & Koll, Oliver & Mühlbacher, Hans, 2016. "One pie, many recipes: Alternative paths to high brand strength," Journal of Business Research, Elsevier, vol. 69(6), pages 2244-2251.
    5. Huarng, Kun-Huang, 2016. "Identifying regime switches using causal recipes," Journal of Business Research, Elsevier, vol. 69(4), pages 1498-1502.
    6. Brenes, Esteban R. & Ciravegna, Luciano & Marcotte, Patrick, 2016. "Assessing agri-business firms' performances: Organizational and marketing business models of high/low sales and ROE outcomes," Journal of Business Research, Elsevier, vol. 69(9), pages 3415-3426.
    7. Huarng, Kun-Huang, 2015. "Configural theory for ICT development," Journal of Business Research, Elsevier, vol. 68(4), pages 748-756.
    8. Megehee, Carol M., 2016. "Flipping Lewin on his head: There is nothing as usefully theoretical as a good practice," Journal of Business Research, Elsevier, vol. 69(11), pages 5124-5127.
    9. repec:eee:respol:v:46:y:2017:i:5:p:900-910 is not listed on IDEAS
    10. Chou, De-Wai & Huang, Pei-Ching & Lai, Christine W., 2016. "New mutual fund managers: Why do they alter portfolios?," Journal of Business Research, Elsevier, vol. 69(6), pages 2167-2175.

    More about this item


    configural analysis; field experiment; fuzzy set qualitative comparative analysis; multiple regression analysis; isomorphic management model;

    JEL classification:

    • C18 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Methodolical Issues: General
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis


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