Quantitative consumer research papers (i.e., papers relying on experiments, surveys, or secondary data) tend to be written using a deductive reporting template. Articles begin with a review of the literature, hypotheses are deduced from existing theory, experiments test the hypotheses, and results are reported. We contend that this reporting template is inconsistent with how many research projects are actually conducted. Research is often more inductive (i.e., the hypotheses are data-driven) or abductive (i.e., deduced hypotheses are revised owing to data). Given these realities, we propose a reporting template that provides more flexibility. We anticipate that allowing authors to use a more flexible reporting template will (a) encourage more exploration, (b) allow researchers to use exploratory data to help make a case for new constructs, (c) facilitate the development of novel theory, and (d) reduce the incentive to engage in suboptimal research behaviors.

中文翻译：

---

坦率报告消费者研究的好处

定量消费者研究论文（即依赖实验、调查或二手数据的论文）倾向于使用演绎报告模板编写。文章首先回顾文献，从现有理论中推导出假设，通过实验验证假设，并报告结果。我们认为该报告模板与实际开展的研究项目数量不一致。研究通常更具归纳性（即假设是数据驱动的）或溯源性的（即，由于数据而对推断的假设进行了修正）。鉴于这些现实，我们提出了一个提供更大灵活性的报告模板。我们预计，允许作者使用更灵活的报告模板将 (a) 鼓励更多探索，(b) 允许研究人员使用探索性数据来帮助为新结构提供案例，