How Much Have We Learned about Consumer Research? A Meta-Meta-Analysis

This meta-meta-analysis study quantifies the development of scientific knowledge in consumer research by summarizing the findings of 222 meta-analyses that together include 2481 meta-analytic effect sizes. The results provide an overview of how much we know and how knowledge has developed in consumer research over time. By explaining 7.8% variance (r = 0.28) in consumer-relevant dependent variables, the findings show that consumer research, a comparatively young discipline, is relatively effective at knowledge development compared to other disciplines. Furthermore, the accumulation of knowledge is significantly increasing, suggesting that our discipline is still in the growing phase of its life cycle and generating continuously improving explanations of consumer-related phenomena. The development of knowledge varies across consumer-relevant dependent variables, with strong explanations for relationships but significantly weaker ones for memory, affect, and attitudes. Moreover, the knowledge synthesized in meta-analyses is fairly—though not fully—representative of the content of primary research on consumers overall. The findings convey a future research agenda by identifying under-researched areas, advising on the selection of dependent variables, providing indicators for the expected contributions of future studies, suggesting implications for career strategies of consumer researchers, and discussing explanations for the observed knowledge growth effects.