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How within-person research can extend marketing knowledge.

Childs, D., Lee, N., Cadogan, J. W. and Dewsnap, B., 2024. How within-person research can extend marketing knowledge. Journal of the Academy of Marketing Science, 52, 695-714.

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s11747-023-00978-8 (2).pdf - Published Version
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s11747-023-00978-8.pdf - Published Version
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Available under License Creative Commons Attribution.


DOI: 10.1007/s11747-023-00978-8


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.

Item Type:Article
Uncontrolled Keywords:Between-persons; Within-person; Longitudinal; Theory development
Group:Bournemouth University Business School
ID Code:39181
Deposited By: Symplectic RT2
Deposited On:23 Nov 2023 11:05
Last Modified:30 May 2024 12:07


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