Reaching for rigor and relevance: better marketing research for a better world

Shilpa Madan (), Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie K. John, Aparna A. Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole L. Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan and Katherine White
Additional contact information
Shilpa Madan: Virginia Tech
Gita Venkataramani Johar: Columbia University
Jonah Berger: University of Pennsylvania
Pierre Chandon: INSEAD
Rajesh Chandy: London Business School
Rebecca Hamilton: Georgetown University
Leslie K. John: Harvard University
Aparna A. Labroo: Northwestern University
Peggy J. Liu: University of Pittsburgh
John G. Lynch: Leeds University Business School, University of Colorado Boulder
Nina Mazar: Boston University
Nicole L. Mead: York University
Vikas Mittal: Rice University
Christine Moorman: Duke University
Michael I. Norton: Harvard University
John Roberts: University of New South Wales
Dilip Soman: University of Toronto
Madhu Viswanathan: Loyola Marymount University
Katherine White: University of British Columbia

Marketing Letters, 2023, vol. 34, issue 1, No 1, 12 pages

Abstract: Abstract Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relevance and rigor of research in marketing that not only contributes new knowledge to science, but also makes a positive difference in the world. To that end, we urge authors and reviewers to foster cross-fertilization from different theoretical and methodological silos, bolster robustness through multiple methods, and expand the domain of research to explore different populations and cultures. In doing so, we hope to encourage further consideration of the role of marketing scholarship in providing a novel lens into potential solutions for societal concerns.

Keywords: Marketing; Greater good; Rigor; Relevance; Well-being; Sustainability; Better world (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11002-022-09648-1

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