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Confirmatory versus Comparative Approaches to Judging Theory Tests

Author

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  • Sternthal, Brian
  • Tybout, Alice M
  • Calder, Bobby J

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Suggested Citation

  • Sternthal, Brian & Tybout, Alice M & Calder, Bobby J, 1987. "Confirmatory versus Comparative Approaches to Judging Theory Tests," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(1), pages 114-125, June.
    • Handle: RePEc:oup:jconrs:v:14:y:1987:i:1:p:114-25
    DOI: 10.1086/209097
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    Cited by:

    1. North, Adrian C. & Sheridan, Lorraine P. & Areni, Charles S., 2016. "Music Congruity Effects on Product Memory, Perception, and Choice," Journal of Retailing, Elsevier, vol. 92(1), pages 83-95.
    2. Khan, Jashim, 2011. "Validation in marketing experiments revisited," Journal of Business Research, Elsevier, vol. 64(7), pages 687-692, July.
    3. Maria Petrescu & Anjala S. Krishen, 2019. "Software and data in analytics: lending theory to practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 125-126, September.
    4. Patil, Vivek H. & Singh, Surendra N. & Mishra, Sanjay & Todd Donavan, D., 2008. "Efficient theory development and factor retention criteria: Abandon the `eigenvalue greater than one' criterion," Journal of Business Research, Elsevier, vol. 61(2), pages 162-170, February.
    5. de Ruyter, Ko & Wetzels, Martin, 1998. "On the complex nature of patient evaluations of general practice service," Journal of Economic Psychology, Elsevier, vol. 19(5), pages 565-590, October.
    6. Calder, Bobby J. & Malthouse, Edward C. & Schaedel, Ute, 2009. "An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 321-331.
    7. Easley, Richard W. & Madden, Charles S. & Dunn, Mark G., 2000. "Conducting Marketing Science: The Role of Replication in the Research Process," Journal of Business Research, Elsevier, vol. 48(1), pages 83-92, April.
    8. Kum, Doreen & Lee, Yih Hwai & Qiu, Cheng, 2011. "Testing to prevent bad translation: Brand name conversions in Chinese-English contexts," Journal of Business Research, Elsevier, vol. 64(6), pages 594-600, June.
    9. Clemes, Michael D. & Brush, Gregory J. & Collins, Mark J., 2011. "Analysing the professional sport experience: A hierarchical approach," Sport Management Review, Elsevier, vol. 14(4), pages 370-388.
    10. Davis, Donna F. & Golicic, Susan L. & Boerstler, Courtney N. & Choi, Sunny & Oh, Hanmo, 2013. "Does marketing research suffer from methods myopia?," Journal of Business Research, Elsevier, vol. 66(9), pages 1245-1250.
    11. Matsuno, Ken & Mentzer, John T. & Rentz, Joseph O., 2005. "A conceptual and empirical comparison of three market orientation scales," Journal of Business Research, Elsevier, vol. 58(1), pages 1-8, January.
    12. Chris Janiszewski & Aparna A. Labroo & Derek D. Rucker, 2016. "A Tutorial in Consumer Research: Knowledge Creation and Knowledge Appreciation in Deductive-Conceptual Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 200-209.
    13. de Ruyter, Ko & Wetzels, Martin, 2000. "The role of corporate image and extension similarity in service brand extensions," Journal of Economic Psychology, Elsevier, vol. 21(6), pages 639-659, December.

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