Discovery-Oriented Consumer Research

William D Wells

Journal of Consumer Research, 1993, vol. 19, issue 4, 489-504

Abstract: The Journal of Consumer Research and the Association for Consumer Research initiated a new discipline, intended to embrace divergent topics, methods, concepts, data, motives, partners, and ideas. Over the years, that vision has faded. Now the discipline faces inward, toward a narrower range of issues, and away from the real world. Five guidelines seek to redirect the discipline toward its original goals. These guidelines advocate wider horizons, a larger audience, a different talent mix, more emphasis on discover, more attention to consumers, and more single-minded dedication to meaningful results. Copyright 1993 by the University of Chicago.

Date: 1993
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:19:y:1993:i:4:p:489-504

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