How to Construct a Test of Scientific Knowledge in Consumer Behavior

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Journal of Consumer Research, ISSN: 0093-5301, Vol: 30, Issue: 2, Page: 305-310

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Rossiter, John R.
Oxford University Press (OUP)
Business, Management and Accounting; Social Sciences; Arts and Humanities; Economics, Econometrics and Finance; consumer; knowledge; scientific; test; behavior; construct; Business
article description
Scientific knowledge in consumer behavior is defined as consisting of consumer behavior structural frameworks or models (microtheories) and well-supported empirical generalizations in various areas of consumer behavior (microfindings). This re-inquiry first examines a pioneering attempt to develop a test of scientific knowledge in consumer behavior, the Armstrong Test, The problems with that test are instructive in revealing threats to validity in test construction and analysis. Second, detailed steps are proposed for constructing a comprehensive, valid test of scientific knowledge in consumer behavior. Such a test should be useful for assessing the consumer behavior knowledge held by business educators, consultants, managers, market researchers, and business students.