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Relevant consumer research: prediction, explanation and replication

Defense Thèse de doctorat : Univ. Genève, 2019 - GSEM - 2019
Abstract Consumer research is an applied field of research that serves practitioners in marketing and policy building in their efforts to develop successful products, services and policies. Consumer research also serves cognitive science by proving the real-life application of cognitive theories. Despite the resulting potential to make insightful contributions, the relevance of this field has been repeatedly questioned. In response to this debate, the present dissertational thesis is devoted to outlining how methodological improvements on two dimensions, cognitive modeling and replicability, can support the field of consumer research in attaining increased relevance. On that account this thesis combines studies focusing on three aspects that are central to the relevance of empirical research: prediction, explanation and replicability. Based on the research reported in this thesis, I have developed concrete recommendations to improve the relevance of consumer research with better cognitive modeling towards more accurate prediction and explanation as well as increased replicability.
Keywords Consumer researchConsumer behaviorCognitive modelingReplicabilityJudgement and decision making
URN: urn:nbn:ch:unige-1380179
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KREFELD-SCHWALB, Antonia. Relevant consumer research: prediction, explanation and replication. Université de Genève. Thèse, 2019. doi: 10.13097/archive-ouverte/unige:138017 https://archive-ouverte.unige.ch/unige:138017

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Deposited on : 2020-06-29

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