Taking the Full Measure: Integrating Replication into Research Practice to Assess Generalizability

In this article, we review the ways in which replication has been and could be featured in consumer behavior, using Journal of Consumer Research as a specific setting. We present a framework for thinking about the generalizability of research findings and differentiate various potential benefits that replication can have for understanding variability in consumer research findings. We then define four different types of replications, describe how researchers can use these approaches to produce distinct benefits, and give guidance regarding conducting, interpreting, and the potential contributions of these different types of replications. We conclude with a discussion of various ways in which replication could be more fully integrated into different phases of the scientific research process, taking into account the contribution necessary for publication. In particular, we identify opportunities to incorporate independent replication into original papers, to increase the replication-based contribution in papers that build on prior work, and to use systematic replication in conjunction with meta-analysis to synthesize and confirm conclusions from a mature research literature. More fully integrating replication into scientific practice can yield a new equilibrium, in which replication is routine, typically consistent with previous results, and recognized as necessary for establishing an empirical generalization.