Replications and Extensions in Marketing – Rarely Published But Quite Contrary
Replication is rare in marketing. Of 1,120 papers sampled from three major marketing journals, none were replications. Only 1.8% of the papers were extensions, and they consumed 1.1% of the journal space. On average, these extensions appeared seven years after the original study. The publication rate for such works has been decreasing since the 1970s. Published extensions typically produced results that conflicted with the original studies; of the 20 extensions published, 12 conflicted with the earlier results, and only 3 provided full confirmation. Published replications do not attract as many citations after publication as do the original studies, even when the results fail to support the original studies.
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- Dewald, William G & Thursby, Jerry G & Anderson, Richard G, 1986. "Replication in Empirical Economics: The Journal of Money, Credit and Banking Project," American Economic Review, American Economic Association, vol. 76(4), pages 587-603, September.
- Kellaris, James J & Cox, Anthony D, 1989. " The Effects of Background Music in Advertising: A Reassessment," Journal of Consumer Research, University of Chicago Press, vol. 16(1), pages 113-18, June.
- Feige, Edgar L, 1975. "The Consequences of Journal Editorial Policies and a Suggestion for Revision," Journal of Political Economy, University of Chicago Press, vol. 83(6), pages 1291-95, December.
- McGrath, Joseph E & Brinberg, David, 1983. " External Validity and the Research Process: A Comment on the Calder-Lynch Dialogue," Journal of Consumer Research, University of Chicago Press, vol. 10(1), pages 115-24, June.
- Raymond Hubbard & JS Armstrong, 2005. "Are Null Results Becoming an Endangered Species in Marketing?," General Economics and Teaching 0502038, EconWPA.
- Mayer, Thomas, 1980. "Economics as a Hard Science: Realistic Goal or Wishful Thinking?," Economic Inquiry, Western Economic Association International, vol. 18(2), pages 165-78, April.
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