Get the picture? Using visuals to represent theory

Dina Rasolofoarison () and Cristel Antonia Russell ()
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Dina Rasolofoarison: Université Paris Dauphine - PSL
Cristel Antonia Russell: Pepperdine University

Journal of the Academy of Marketing Science, 2024, vol. 52, issue 2, No 16, 599-603

Abstract: Abstract Visualization can assist the process of narrating theory. Although most researchers realize the benefit of figures to efficiently and effectively convey the essence of a theory, many lack the visual grammar and tools to create those figures. This editorial presents a five-step iterative process, NETSA, to assist the process of theory visualization.

Keywords: Theory; Visualization; Visual communication (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11747-023-00980-0

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