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Using theoretical frameworks in behavioral research

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  • Calder, Bobby J.
  • He, Sharlene
  • Sternthal, Brian

Abstract

Behavioral research is primarily conducted within the silos of effect paradigms. As a result, theory is often developed at a granular level: theories are closely tied to the independent variable producing a given effect or to variables that moderate a given effect. Due to this granularity, findings and insights from one effect paradigm rarely inform research in another effect paradigm and application is difficult. This is a critical obstacle in building cumulative knowledge and applying research findings. Theorizing with greater explanatory scope is needed in the form of integrative theoretical frameworks that encompass multiple diverse effect paradigms and provide greater explanatory understanding about why effects occur. We develop one such framework—the Ambiguity-Adoptability-Accessibility (3A) framework. We illustrate how it enhances the explanation of four different effect paradigms and how the effect paradigms in turn inform the framework. Finally, we discuss how theoretical frameworks improve the applicability of behavioral research.

Suggested Citation

  • Calder, Bobby J. & He, Sharlene & Sternthal, Brian, 2023. "Using theoretical frameworks in behavioral research," Journal of Business Research, Elsevier, vol. 161(C).
    • Handle: RePEc:eee:jbrese:v:161:y:2023:i:c:s0148296323001169
    DOI: 10.1016/j.jbusres.2023.113758
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