How relevant is marketing scholarship? A case history with a prediction
Advances in Consumer Research
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.
McQuarrie, E., Phillips, B., & Andrews, S. (2012). How relevant is marketing scholarship? A case history with a prediction. Advances in Consumer Research, 40, 342-348. Retrieved from https://docs.rwu.edu/gsb_fp/104