Designing Research for Application

1981/09/01 by Bobby J. Calder, Lynn W. Phillips, Alice M. Tybout · 1,794 citations
Engineering · Psychology · Social Sciences · #Alice (programming language) #Art history #Cognitive and psychological constructs research #Computer science #Design Education and Practice #History #Library science #Psychology of Social Influence

paper · doi:10.1086/208856

published in Journal of Consumer Research 8(2), 197 (Oxford University Press)

openalex publication_date 1981/09/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/02

Abstract

Two distinct types of generalizability are identified in consumer research. One entails the application of specific effects, whereas the other entails the application of general scientific theory. Effects application and theory application rest on different philosophical assumptions, and have different methodological implications. A failure to respect these differences has led to much confusion, regarding issues such as the appropriateness of student subjects and laboratory settings.

Citations

• On the social psychology of the psychological experiment: With particular reference to demand characteristics and their implications.
• Convergent and discriminant validation by the multitrait-multimethod matrix.

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