On the evolution of psychological theory: Advancing from empirical effects to single-process explanations to multi-process models

This paper presents a framework on the evolution of psychological theory in both consumer psychology and psychology more generally, moving from empirical observations of relationships to explanatory multi-process models. The authors argue that psychological research appears unnecessarily inhibited, at times, to effects-based or single-process explanations of causal relationships. Such approaches, while fruitful for planting seeds of ideas, may limit the growth of psychological research. To provide a path to deeper theory building, involving more explanatory and predictive models, the authors introduce an approach based on the evolutionary stages of theory. This approach involves stating the necessary conditions to advance an evolutionary stage, along with visual examples of theory and empirical examples largely from the literature in consumer psychology. The upshot is a framework aimed to align scholars in understanding how to think about and discuss theoretical contributions. Finally, by adopting this approach, the authors suggest that psychological science can better address current challenges, such as the replication crisis, and foster more impactful research.