What impact can various research methods have on consumer psychology? How can they help us understand the workings of the consumer mind? And how can the field of consumer psychology best utilize these methods? In the Handbook of Research Methods in Consumer Psychology, leading consumer psychologists summarize key aspects of the research process and explain how different methods enrich understanding of how consumers process information to form judgments and opinions and to make consumption-related decisions. Kardes, Herr, and Schwarz provide an in-depth analysis of the scientific research methods needed to understand consumption-related judgments and decisions. The book is split into five parts, demonstrating the breadth of the volume: classic approaches, contemporary approaches, online research methods, data analysis, and philosophy of science. A variety of leading researchers give insight into a wide range of topics, reflecting both long-standing debate and more recent developments in the field to encourage discussion and the advancement of consumer research. The Handbook of Research Methods in Consumer Psychology is essential reading for researchers, students, and professionals interested in consumer psychology and behavior.

Table of Contents:
Preface Classic Approaches Chapter 1: Experimental Research Methods in Consumer Psychology Frank R. Kardes, University of Cincinnati Paul M. Herr, Virginia Tech Chapter 2: Surveys, Experiments, and the Psychology of Self-Report Norbert Schwarz, University of Southern California Chapter 3: Collecting Data from the Field: Using Field Experiments and Experiments-in-the-Field to Increase Research Validity Alicea J. Lieberman, Arizona State University Andrea C. Morales, Arizona State University On Amir, University of California, San Diego Chapter 4: Qualitative Research for Consumer Psychology Dipankar Chakravarti, Virginia Tech Roewen Crabbe, Virginia Tech Chapter 5: Developing Measures of Latent Constructs: A Practical Guide to Psychometric Theory Karen Machleit, University of Cincinnati Contemporary Approaches Chapter 6: Theory and Method in Consumer Information Processing Robert S. Wyer, Jr., University of Cincinnati Chapter 7: Response Latency Methodology in Consumer Psychology Frank R. Kardes, University of Cincinnati Brianna Escoe, University of Cincinnati Ruomeng Wu, University of Cincinnati Chapter 8: The Implicit Association Test: Implications for Understanding Consumer Behavior Allen R. McConnell, Miami University Robert J. Rydell, Indiana University Chapter 9: Tools and Methods for Measuring Implicit Consumer Cognitions Ruth Pogacar, University of Calgary Tom Carpenter, Seattle Pacific University Chad E. Shenk, Pennsylvania State University Michael Kouril, Cincinnati Children’s Hospital Medical Center, University of Cincinnati Chapter 10: Measurement and Use of Indirect Measures of Valence in Choice Arthur B. Markman, University of Texas Chapter 11: Methods of Public Influence Joshua C. Clarkson, University of Cincinnati Joshua T. Beck, University of Oregon Ashley S. Otto, Baylor University Riley G. Dugan, University of Dayton Chapter 12: Contemporary Methods in Consumer Goal Pursuit and Emotion Research Anthony Salerno, University of Cincinnati Chapter 13: Forecasting and Prediction Edward R. Hirt, Indiana University Hector Ruiz Guevara, Indiana University Chapter 14: Understanding Daily Life with Ecological Momentary Assessment David B. Newman, University of Southern California Arthur A. Stone, University of Southern California Chapter 15: Eye Tracking Methodology for Research in Consumer Psychology Michel Wedel, University of Maryland Rik Pieters, University of Tilberg Ralf van der Lans, Hong Kong University of Science and Technology Chapter 16: Neuroscientific Methods and Tools in Consumer Research Steven D. Shaw, University of Michigan Yavuz Acikalin, Stanford University Baba Shiv, Stanford University Carolyn Yoon, University of Michigan Online Research Methods Chapter 17: Common Concerns with MTurk as a Participant Pool: Evidence and Solutions David Hauser, University of Michigan Gabriel Paolacci, Erasmus University Jesse Chandler, University of Michigan Chapter 18: Mechanical Turk in Consumer Research: Common Practices to Ensure Data Quality Scott A. Wright, Providence College David K. Goodman, Ohio State University Chapter 19: Digital and Social Media Research Zoey Chen, University of Miami Andrew T. Stephen, University of Oxford Data Analysis Chapter 20: Mediation Analysis in Consumer Psychology: Models, Methods, and Considerations Derek D. Rucker, Northwestern University Kristopher J. Preacher, Vanderbilt University Chapter 21: Text Analysis in Consumer Research: An Overview and Tutorial Matthew D. Rocklage, Northwestern University Derek D. Rucker, Northwestern University Chapter 22: Meta-Analysis Blakeley B. McShane, Northwestern University Ulf Bockenholt, Northwestern University Philosophy of Science Chapter 23: The Roles of Effects and Theory in Research and Application Bobby J. Calder, Northwestern University C. Miguel Brendl, Northwestern University Alice M. Tybout, Northwestern University Chapter 24: The Validity Network Schema: Perspectives on Validity, Validation, and Research Paths in Consumer Research David Brinberg, Virginia Tech Miriam Brinberg, Pennsylvania State University Chapter 25: Weaving multiple methodologies from different philosophical approaches into a single consumption story Rashmi Adaval, University of Cincinnati Bryan M. Buechner, University of Cincinnati Nathanael S. Martin, University of Cincinnati Chapter 26: Designing and Interpreting Replication Studies in Psychological Research Leandre R. Fabrigar, Queen’s University Duane T. Wegener, Ohio State University Thomas I. Vaughan-Johnston, Queen’s University Laura Wallace, Ohio State University Richard E. Petty, Ohio State University