Modern Marketing Research: A Behavioral Science Approach

The synthesis of preference: Bridging behavioral decision research and marketing science

Scientific inquiry often advances in triadic waves of thesis, antithesis, and synthesis. We concur with Simonson [Simonson, I., (2008). Will I Like a “Medium” Pillow: Another Look at Constructed and Inherent Preferences. Journal of Consumer Psychology, this issue.] that BDT's antithesis of preference construction, positioned against the normative utility thesis, may have swung the pendulum too ...

Research on Innovation: A Review and Agenda for Marketing Science

Innovation is one of the most important issues in business research today. It has been studied in many independent research traditions. Our understanding and study of innovation can benefit from an integrative review of these research traditions. In so doing, we identify 16 topics relevant to marketing science, which we classify under five research fields: • Consumer response to innovation, inc...

Promoting behavioral science research in diabetes.

Corporate Funding of Food and Nutrition Research: Science or Marketing?

Secondary Design: A Case of Behavioral Design Science Research

Research Article