Reaching for rigor and relevance: better marketing research for a better world

Madan, S, Johar, G V, Berger, J, Chandon, R, Chandy, R, Hamilton, R, John, L, Labroo, A, Liu, P J, Lynch, J G, Mazar, N, Mead, N, Mittal, V, Moorman, C, Norton, M I, Roberts, J, Soman, D, Viswanathan, M and White, K (2022) Reaching for rigor and relevance: better marketing research for a better world. Marketing Letters. ISSN 0923-0645 (In Press)

Abstract

Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. Climate change, poverty, obesity, discrimination and bias, and the Covid-19 pandemic have demonstrated that marketing (and businesses) cannot operate in isolation from the broader community. We seek to provide a framework for authors and reviewers to enhance the rigor and relevance of research in marketing that not only contributes new knowledge to science, but also makes a positive difference in the world. In doing so, we hope to encourage further consideration of the role of marketing scholarship in providing a novel lens into potential solutions for societal concerns.