Three strategies for claiming research progress
提出消费者研究中声称研究进展的三种策略：建立效应、效应理论和理论框架，并通过编码分析发现该领域过度依赖效应理论策略，很少推进理论框架，最后给出从效应理论迈向框架的可行指导。
Abstract Researchers are increasingly challenged by this question: On what basis can they claim their work contributes to research progress? We propose that contemporary consumer research relies on three broad strategies for warranting such claims. An establishing‐an‐effect strategy claims progress based on confidence that a focal relationship between variables X and Y reliably replicates. A theory‐of‐the‐effect strategy claims progress based on confidence that a local mechanistic account specifies when and how a particular effect occurs. A theoretical framework strategy instead claims progress based on confidence in an explanation that transcends any single effect paradigm. We (a) clarify how these strategies differ in their core logic, methodological emphases, and vulnerabilities; (b) document via a coding of recent articles in leading consumer research journals that the field relies overwhelmingly on the theory‐of‐the‐effect strategy and rarely advances theoretical frameworks; and (c) develop actionable guidance for progressing from theories of effects to frameworks. We argue that recognizing the merits and vulnerabilities of each strategy—and deliberately leveraging the strategies in combination—provides a stronger basis for claiming research progress.