The Benefits of Candidly Reporting Consumer Research
指出定量消费者研究论文常用的演绎报告模板与实际研究过程不符，提出更灵活的报告模板以鼓励探索、促进新理论发展并减少不良研究行为。
Quantitative consumer research papers (i.e., papers relying on experiments, surveys, or secondary data) tend to be written using a deductive reporting template. Articles begin with a review of the literature, hypotheses are deduced from existing theory, experiments test the hypotheses, and results are reported. We contend that this reporting template is inconsistent with how many research projects are actually conducted. Research is often more inductive (i.e., the hypotheses are data‐driven) or abductive (i.e., deduced hypotheses are revised owing to data). Given these realities, we propose a reporting template that provides more flexibility. We anticipate that allowing authors to use a more flexible reporting template will (a) encourage more exploration, (b) allow researchers to use exploratory data to help make a case for new constructs, (c) facilitate the development of novel theory, and (d) reduce the incentive to engage in suboptimal research behaviors.