If Consumer Psychology Wants to be a Science It Has to Behave Like a Science

Consumer psychology is an applied branch of social psychology that uses insights from social psychology to understand consumers’ behaviors. Although there is cross-fertilization and authors may publish in more basic and more applied journals, it is its own field in psychology with its own journals. As a result, it has escaped the close attention that has been paid to the replicability of studies published in mainstream social psychology journals (see Schimmack, 2020, for a review). However, given the similarity in theories and research practices, it is fair to ask why consumer research should be more replicable and credible than basic social psychology. This question was indirectly addressed in a diaologue about the merits of pre-registration that was published in the Journal of Consumer Psychology (Krishna, 2021).

Open science proponents advocate pre-registration to increase the credibility of published results. The main concern is that researchers can use questionable research practices to produce significant results (John et al., 2012). Preregistration of analysis plans would reduce the chances of using QRPs and increase the chances of a non-significant result. This would make the reporting of significant results more valuable because signifiance was produced by the data and not by the creativity of the data analyst.

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