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In Defense of Bumbling

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  • Joseph W. Alba

Abstract

Throughout its history, consumer research has expressed nonuniform levels of affinity for alternative scientific styles. Fondness for the theory-oriented hypothetico-deductive approach has been understandably high, as there is much to recommend it. However, no approach is without shortcomings, and alternative approaches may offer unique avenues to knowledge development. The observations contained in this article are meant to illustrate some disadvantages of a monolithic view and, in so doing, foster tolerance of a research style that has been less favorably received.

Suggested Citation

  • Joseph W. Alba, 2012. "In Defense of Bumbling," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(6), pages 981-987.
    • Handle: RePEc:oup:jconrs:doi:10.1086/661230
    DOI: 10.1086/661230
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    Cited by:

    1. Jan-Benedict E. M. Steenkamp & Inge Geyskens, 2014. "Manufacturer and Retailer Strategies to Impact Store Brand Share: Global Integration, Local Adaptation, and Worldwide Learning," Marketing Science, INFORMS, vol. 33(1), pages 6-26, January.
    2. Gielens, Katrijn & Dekimpe, Marnik G. & Mukherjee, Anirban & Tuli, Kapil, 2023. "The future of private-label markets: A global convergence approach," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 248-267.
    3. 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.
    4. Bombaij, Nick J.F. & Gelper, Sarah & Dekimpe, Marnik G., 2022. "Designing successful temporary loyalty programs: An exploratory study on retailer and country differences," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1275-1295.
    5. Laurent, Gilles, 2013. "EMAC Distinguished Marketing Scholar 2012," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 323-334.

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