Changes in Definitions and Operationalizations in Advertising Research—Justified or Not?

IF 5.4 2区 管理学 Q1 BUSINESS
L. Bergkvist, M. Eisend
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引用次数: 5

Abstract

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.
广告研究中定义和操作的变化——是否合理?
摘要许多广告结构在定义和操作方式上存在很大差异,这些差异是由于定义和操作随时间和研究之间的变化而产生的。这些变化破坏了经验见解的可比性,挑战了见解与现有知识体系的整合,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知道是否以及何时需要和证明变革是合理的至关重要。在这篇文章中,我们从理论角度讨论了定义和操作的变化,确定了驱动定义和操作变化的因素,并概述了何时可以证明这些变化是合理的。然后,我们就如何避免不合理的改变提出建议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
11.20
自引率
10.50%
发文量
55
期刊介绍: The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
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