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.
Citation:
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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices
Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA
Featured
So-Bad-It’s-Good: When Consumers Prefer Bad Options
Evan Weingarten, University of California San Diego, USA
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Patti Williams, University of Pennsylvania, USA
Featured
From Country-of-origin to Country-of-Consumption: The Institutional Journey of Consumer Trust in Food
Caixia Gan, University of Auckland, New Zealand
Denise M Conroy, University of Auckland, New Zealand
Michael SW Lee, University of Auckland, New Zealand