Creating Boundary-Breaking, Marketing-Relevant Consumer Research

Consumer research often fails to have broad impact. We propose a framework that identifies potential reasons (implicit boundaries) and solutions (boundary-breaking opportunities); we illustrate this framework with an example; we discuss additional reasons, solutions, and examples in small groups moderated by the organizers; we summarize these discussions in plenary.


Simona Botti, Fleura Bardhi, Eileen Fischer, Donna L. Hoffman, Robert Kozinets, Donald Lehmann, John Lynch, Deborah MacInnis, Christine Moorman, Page Moreau, Vicki G. Morwitz, Connie Pechmann, and Oded Netzer (2020) ,"Creating Boundary-Breaking, Marketing-Relevant Consumer Research", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1249-1249.


Simona Botti, London Business School, UK
Fleura Bardhi, City University of London, UK
Eileen Fischer, York University, Canada
Donna L. Hoffman, George Washington University, USA
Robert Kozinets, University of Southern California, USA
Donald Lehmann, Columbia University, USA
John Lynch, University of Colorado, USA
Deborah MacInnis, University of Southern California, USA
Christine Moorman, Duke University, USA
Page Moreau, University of Wisconsin - Madison, USA
Vicki G. Morwitz, Columbia University, USA
Connie Pechmann, University of California Irvine, USA
Oded Netzer, Columbia University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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