Abstract

Many advertising constructs vary considerably in how they are defined and operationalized—variations which result from changes in definitions and operationalizations over time and between studies. These changes undermine the comparability of empirical insights, challenge the integration of insights into an existing body of knowledge, and thereby impede knowledge development in advertising research. This negative effect is why it is crucial to know whether and when changes are needed and justified. In this article, we address definition and operationalization change from a theoretical perspective, identify factors driving changes in definitions and operationalizations, and outline when changes are justified. We then offer recommendations for how to avoid unjustified changes.

摘要

许多广告结构在定义和操作化方面存在很大差异——这些变化是由于定义和操作化随着时间的推移和研究之间的变化而产生的。这些变化破坏了实证见解的可比性，挑战了将见解整合到现有知识体系中，从而阻碍了广告研究中的知识发展。这种负面影响就是为什么了解是否以及何时需要和证明改变是至关重要的。在本文中，我们从理论的角度解决定义和操作化的变化，确定驱动定义和操作化变化的因素，并概述何时证明更改是合理的。然后，我们会就如何避免不合理的更改提供建议。