Consumer Behavior Research Methods
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Experimentation

Main Elements of Experiments

  • Experimenter: if feasible, blind to hypotheses

  • Participants: respondents, subjects

  • Independent variables: manipulated variables
    – Different package sizes for the dog food example

  • Experimental conditions / cells / treatments

  • Experimental stimuli: everything held constant (i.e. controlled for) except the factors (i.e. independent variables)
    • Same color of the package, same brand etc.

 
  • Treatment groups

  • Control group: no treatment

  • Dependent variables: variables of interest
    – Dog food example: sales.
    – The effect of consumer identity on sustainable behavior assignment

  • Extraneous variables: non-manipulated variables
    – The effect of consumer identity on sustainable behavior: age, gender,     income, etc

  • Random assignment to conditions: to control for extraneous variables
    – Compare extraneous variables across conditions to make sure they do not systematically vary across conditions (equal across conditions)

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