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Hypothesized and Confounded Explanations in Theory Tests: A Bayesian Analysis

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  • Brinberg, David
  • Lynch, John G, Jr
  • Sawyer, Alan G

Abstract

Traditional views of research methodology hold that little, if any, useful information can be obtained from one or more confounded studies, unless the results from one study rule out or falsify an alternative explanation from a previous study. We present a Bayesian analysis of hypothesis testing to model knowledge accumulation from a series of confounded or unconfounded experiments. By applying this Bayesian analysis, we find that a hypothesis can receive support from a study with known flaws. Our analysis also implies that the status of an explanation is independent of whether it was proposed a priori or post hoc. Copyright 1992 by the University of Chicago.

Suggested Citation

  • Brinberg, David & Lynch, John G, Jr & Sawyer, Alan G, 1992. "Hypothesized and Confounded Explanations in Theory Tests: A Bayesian Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(2), pages 139-154, September.
    • Handle: RePEc:oup:jconrs:v:19:y:1992:i:2:p:139-54
    DOI: 10.1086/209293
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    Cited by:

    1. Daniel Fernandes & John G. Lynch & Richard G. Netemeyer, 2014. "Financial Literacy, Financial Education, and Downstream Financial Behaviors," Management Science, INFORMS, vol. 60(8), pages 1861-1883, August.
    2. 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.
    3. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    4. Yanwen Wang & Muxin Zhai & John G. Lynch, 2023. "Cashing Out Retirement Savings at Job Separation," Marketing Science, INFORMS, vol. 42(4), pages 679-703, July.
    5. McQuarrie, Edward F., 2004. "Integration of construct and external validity by means of proximal similarity:: Implications for laboratory experiments in marketing," Journal of Business Research, Elsevier, vol. 57(2), pages 142-153, February.
    6. Cho, Hyun-Chul & Abe, Shuzo, 2013. "Is two-tailed testing for directional research hypotheses tests legitimate?," Journal of Business Research, Elsevier, vol. 66(9), pages 1261-1266.
    7. Ball, A. Dwayne & Sawyer, Alan G., 2013. "Issues involving the use of significant sameness in testing replications and generating knowledge," Journal of Business Research, Elsevier, vol. 66(9), pages 1389-1392.

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