How within-person research can extend marketing knowledge

Dayle Childs (), Nick Lee (), John W. Cadogan () and Belinda Dewsnap ()
Additional contact information
Dayle Childs: Bournemouth University
Nick Lee: University of Warwick
John W. Cadogan: University of Leicester School of Business
Belinda Dewsnap: Loughborough University

Journal of the Academy of Marketing Science, 2024, vol. 52, issue 3, No 6, 695-714

Abstract: Abstract 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.

Keywords: Between-persons; Within-person; Longitudinal; Theory development (search for similar items in EconPapers)
Date: 2024
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11747-023-00978-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:joamsc:v:52:y:2024:i:3:d:10.1007_s11747-023-00978-8

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-023-00978-8

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().