Changes in Definitions and Operationalizations in Advertising Research—Justified or Not?
本文从理论角度探讨广告研究中定义和操作化随时间及研究间变化的原因，分析何时这种变化是合理的，并提出避免不合理变化的建议，对关注研究可比性和知识整合的学者有参考价值。
Many advertising constructs vary considerably in how they are defined and operationalized—variations which result from changes in definitions and operationalizations over time and between studies. These changes undermine the comparability of empirical insights, challenge the integration of insights into an existing body of knowledge, and thereby impede knowledge development in advertising research. This negative effect is why it is crucial to know whether and when changes are needed and justified. In this article, we address definition and operationalization change from a theoretical perspective, identify factors driving changes in definitions and operationalizations, and outline when changes are justified. We then offer recommendations for how to avoid unjustified changes.