Creating Boundary-Breaking, Marketing-Relevant Consumer Research

MacInnis, D J, Morwitz, V G, Botti, S, Hoffman, D, Kozinets, R, Lehmann, D R, Lynch, J G, Jr and Pechmann, C (2020) Creating Boundary-Breaking, Marketing-Relevant Consumer Research. Journal of Marketing, 84 (2). pp. 1-23. ISSN 0022-2429

Abstract

Consumer research often fails to have broad impact on members of our own discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by our rigorous research. We propose that impact is limited because consumer researchers have adhered to a set of implicit boundaries or defaults regarding what we study, why we study it, and how we do so. We identify these boundaries and describe how they can be challenged. We show that boundary-breaking marketing-relevant consumer research can impact relevant stakeholders (including academics in our own discipline and allied ones, and a wide range of marketplace actors including business practitioners, policymakers, the media, and society) by detailing five articles and identifying others that have had such influence. Based on these articles, we articulate what researchers can do to break boundaries and enhance the impact of their research. We also indicate why engaging in boundary-breaking work and enhancing the breadth of our influence is good for both individual researchers and the fields of consumer research and marketing.