We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
How within-person research can extend marketing knowledge.
- Authors
Childs, Dayle; Lee, Nick; Cadogan, John W.; Dewsnap, Belinda
- Abstract
Much existing research in marketing examines theory using between-persons research designs, yet draws implications that are based on within-person causal logics. This mismatch is problematic in developing marketing knowledge, and in impacting marketing practice effectively. The present article discusses the importance of conducting within-person research in marketing, alongside suggesting marketing constructs that could benefit from within-person analyses. We provide details on how to conceptualize within-person theories, and compare them with the more common between-persons approach. Furthermore, a set of important methodological considerations and recommendations for designing within-person studies is elaborated on, and theoretical and empirical principles are applied to an empirical demonstration. The results show how theories and relationships can sometimes differ across levels, but in other instances can remain consistent. We draw out a set of important implications and directions for future marketing research, and encourage researchers to incorporate within-person approaches into their toolkit of theoretical and empirical methods.
- Subjects
MARKETING research; MARKETING theory; RESEARCH personnel; EMPIRICAL research
- Publication
Journal of the Academy of Marketing Science, 2024, Vol 52, Issue 3, p695
- ISSN
0092-0703
- Publication type
Article
- DOI
10.1007/s11747-023-00978-8