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 …

We discuss consumer engagement with a website, provide a systematic approach to examining
the types of engagement produced by specific experiences, and show that engagement …

Use of the focus group technique is widespread in qualitative marketing research. The
technique is considered here from a philosophy of science perspective which points to a …

Many researchers feel that external validity must be emphasized even in theoretical research.
The argument for both a sophisticated and a common sense version of this contention is …

Self-perception theory predicts that intrinsic and extrinsic motivation do not combine additively
but rather interact. To test this predicted interaction, intrinsic and extrinsic motivation were …

… These experiments suggest that wearout can be explained in terms of active information
processing (Calder, Insko, and Yandell 1974; Cook 1969; Greenwald 1968; Wright 1975) …

The research demonstrates the usefulness of information processing in designing marketing
strategy. Two strategies based on information processing theory are shown to be effective …

… their lives (Calder & … Calder-Malthouse (CM) set of media experiences because they provide
measurement scales for a broad range of experiences (Calder & Malthouse, 2004; Calder …

Attribution theory is used to develop a new approach to interpersonal influence. As a first
step in investigating this approach, an experiment explores how people infer personal …

Advertising is commonly presented in the context of media articles or programs that are
intended to engage the consumer. An important aspect of this engagement is media …