We distinguish two kinds of theoretical contributions that can be made in empirical research: new claims about links between unobservable constructs and new claims to explain important stylized facts about relations between observable real-world phenomena, termed “phenomenon-to-construct...

The methodological choices now confronting consumer researchers are daunting and for many years, researchers have wrestled with issues related to the nature of knowledge in the study of consumption phenomena. The authors of this book examine the philosophies and methods of consumer research both...