Get the picture? Using visuals to represent theory

Dina Rasolofoarison and C. A. Russell
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Dina Rasolofoarison: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
C. A. Russell: Pepperdine University - Partenaires INRAE

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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: 2023
New Economics Papers: this item is included in nep-mac
Note: View the original document on HAL open archive server: https://hal.science/hal-04262261v1
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Published in Journal of the Academy of Marketing Science, 2023, ⟨10.1007/s11747-023-00980-0⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04262261

DOI: 10.1007/s11747-023-00980-0

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