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How within-person research can extend marketing knowledge

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journal contribution
posted on 2023-12-04, 09:05 authored by Dayle Childs, Nick Lee, John W Cadogan, Belinda Dewsnap

Much existing research in marketing examines theory using between-persons research designs, yet draws implications that are based on within-person causal logics. This mismatch is problematic in developing marketing knowledge, and in impacting marketing practice effectively. The present article discusses the importance of conducting within-person research in marketing, alongside suggesting marketing constructs that could benefit from within-person analyses. We provide details on how to conceptualize within-person theories, and compare them with the more common between-persons approach. Furthermore, a set of important methodological considerations and recommendations for designing within-person studies is elaborated on, and theoretical and empirical principles are applied to an empirical demonstration. The results show how theories and relationships can sometimes differ across levels, but in other instances can remain consistent. We draw out a set of important implications and directions for future marketing research, and encourage researchers to incorporate within-person approaches into their toolkit of theoretical and empirical methods.

History

Author affiliation

School of Business, University of Leicester

Version

  • VoR (Version of Record)

Published in

Journal of the Academy of Marketing Science

Publisher

Springer Science and Business Media LLC

issn

0092-0703

eissn

1552-7824

Copyright date

2023

Available date

2023-12-04

Language

en

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