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Confidence in research findings depends on theory

Published online by Cambridge University Press:  05 February 2024

David Gal Open the ORCID record for David Gal [Opens in a new window] ,
Brian Sternthal  and
Bobby J. Calder
David Gal*
Affiliation:
Department of Marketing, University of Illinois Chicago, Chicago, IL, USA davidgal@uic.edu
Brian Sternthal
Affiliation:
Department of Marketing, Northwestern University, Evanston, IL, USA bst047@kellogg.northwestern.edu; calder@kellogg.northwestern.edu
Bobby J. Calder
Affiliation:
Department of Marketing, Northwestern University, Evanston, IL, USA bst047@kellogg.northwestern.edu; calder@kellogg.northwestern.edu
*
*Corresponding author.
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Abstract

Almaatouq et al. view the purpose of research is to map variable-to-variable relationships (e.g., the effect of X on Y). They also view theory as this mapping of variable-to-variable relationships rather than an explanation of why the relationships occur. However, it is theory as explanation that allows us to reconcile disparate findings and that should guide application.

Type
Open Peer Commentary
Information
Behavioral and Brain Sciences , Volume 47 , 2024 , e41
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Copyright
Copyright © The Author(s), 2024. Published by Cambridge University Press

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