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Mission Creep, Mission Impossible, or Mission of Honor? Consumer Behavior BDT Research in an Internet Age

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  • Lynch, John G.

Abstract

Simonson (2015) addresses marketing scholars trained in psychology who focus on behavioral decision theory. He encourages those scholars to shift some attention from traditional BDT topics to analyze substantive issues such as how the Internet changes consumer decision making. I agree with and I expand upon his call to action. I analyze sociology of science forces that I expect to cause those young BDT researchers to be resistant to wise Uncle Itamar’s generally excellent advice.

Suggested Citation

  • Lynch, John G., 2015. "Mission Creep, Mission Impossible, or Mission of Honor? Consumer Behavior BDT Research in an Internet Age," Journal of Marketing Behavior, now publishers, vol. 1(1), pages 37-52, May.
    • Handle: RePEc:now:jnljmb:107.00000002
    DOI: 10.1561/107.00000002
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    Cited by:

    1. Simonson, Itamar, 2014. "The BDT Effect and Future: A Reply to John Lynch and Norbert Schwarz," Research Papers 3163, Stanford University, Graduate School of Business.

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    Keywords

    Sociology of science;

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