2025/07/22 by Linda D. Hollebeek, V. Kumar, Rajendra K. Srivastava +3
Business, Management and Accounting · Decision Sciences · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Digital Marketing and Social Media #Technology Adoption and User Behaviour
paper · pdf · doi:10.1002/mar.70009
openalex publication_date 2025/07/22 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29
ABSTRACT Though the role of adopting an appropriate theory in shaping the publishability and impact of research has long been recognized, psychology and marketing researchers lack specific guidance on how to choose a theory to frame their work. Addressing this gap in the literature, this article proposes a set of guidelines for the selection of relevant macro‐foundational theory to guide research projects addressing specific meso‐ or micro‐foundational theoretical entities (e.g., constructs or individual decision‐making) for research impact. Specifically, we develop a set of six guidelines to select an appropriate macro‐foundational theory for research impact, including Interestingness , Matching , Parsimony , Applicability , Conceptual rigor , and Testability (collectively abbreviated as the “IMPACT” guidelines). We next depict the proposed guidelines in an organizing framework that specifies Matching , the theoretical co ‐infusion of the studied micro‐ or meso‐foundational theoretical entity and the chosen macro‐foundational theory, as the central action item for researchers to shape the impact of their work. Researchers are then advised to use the five remaining guidelines to assess the quality of their proposed Matching for research impact. We conclude by discussing pertinent implications that arise from our analyses (e.g., to ensure Interestingness , we recommend researchers to select a macro‐foundational theory that refutes (vs. affirms) prior findings).