How relevant is marketing scholarship? A case history with a prediction

Document Type

Article

Publication Title

Advances in Consumer Research

Publication Date

12-1-2012

Abstract

Debate over whether marketing scholarship ought to be more relevant has a long history. This paper takes a positive rather than a normative approach to the issue, and provides an empirical examination of the degree of relevance achieved in a sub-discipline of consumer behavior: marketing communications. A content analysis of 485 laboratory experiments published in six marketing journals over the last twelve years was conducted. Results show little concern for relevance in the design of advertising print experiments, and a longitudinal comparison suggests that relevance has decreased over time. The paper concludes by considering sociological explanations for why the relevance of marketing scholarship may not improve. © 2012.

Volume

40

First Page

342

Last Page

348

ISSN

00989258

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