Frank R. Kardes is the Donald E. Weston Professor of Marketing and Distinguished Research Professor at the Lindner College of Business at the University of Cincinnati. Paul M. Herr is the Virginia-Carolinas Professor of Purchasing Management and Professor of Marketing in the Pamplin College of Business at Virginia Tech. Norbert Schwarz is the Provost Professor of Psychology and Marketing at the University of Southern California.

• PrefaceClassic ApproachesChapter 1: Experimental Research Methods in Consumer PsychologyFrank R. Kardes, University of CincinnatiPaul M. Herr, Virginia TechChapter 2: Surveys, Experiments, and the Psychology of Self-ReportNorbert Schwarz, University of Southern CaliforniaChapter 3: Collecting Data from the Field: Using Field Experiments and Experiments-in-the-Field to Increase Research ValidityAlicea J. Lieberman, Arizona State UniversityAndrea C. Morales, Arizona State UniversityOn Amir, University of California, San DiegoChapter 4: Qualitative Research for Consumer PsychologyDipankar Chakravarti, Virginia TechRoewen Crabbe, Virginia TechChapter 5: Developing Measures of Latent Constructs: A Practical Guide to Psychometric TheoryKaren Machleit, University of CincinnatiContemporary ApproachesChapter 6: Theory and Method in Consumer Information ProcessingRobert S. Wyer, Jr., University of CincinnatiChapter 7: Response Latency Methodology in Consumer PsychologyFrank R. Kardes, University of CincinnatiBrianna Escoe, University of CincinnatiRuomeng Wu, University of CincinnatiChapter 8: The Implicit Association Test: Implications for Understanding Consumer BehaviorAllen R. McConnell, Miami UniversityRobert J. Rydell, Indiana UniversityChapter 9: Tools and Methods for Measuring Implicit Consumer CognitionsRuth Pogacar, University of CalgaryTom Carpenter, Seattle Pacific UniversityChad E. Shenk, Pennsylvania State UniversityMichael Kouril, Cincinnati Children’s Hospital Medical Center, University of CincinnatiChapter 10: Measurement and Use of Indirect Measures of Valence in ChoiceArthur B. Markman, University of TexasChapter 11: Methods of Public InfluenceJoshua C. Clarkson, University of CincinnatiJoshua T. Beck, University of OregonAshley S. Otto, Baylor UniversityRiley G. Dugan, University of DaytonChapter 12: Contemporary Methods in Consumer Goal Pursuit and Emotion ResearchAnthony Salerno, University of CincinnatiChapter 13: Forecasting and PredictionEdward R. Hirt, Indiana UniversityHector Ruiz Guevara, Indiana UniversityChapter 14: Understanding Daily Life with Ecological Momentary AssessmentDavid B. Newman, University of Southern CaliforniaArthur A. Stone, University of Southern CaliforniaChapter 15: Eye Tracking Methodology for Research in Consumer PsychologyMichel Wedel, University of MarylandRik Pieters, University of TilbergRalf van der Lans, Hong Kong University of Science and TechnologyChapter 16: Neuroscientific Methods and Tools in Consumer ResearchSteven D. Shaw, University of MichiganYavuz Acikalin, Stanford UniversityBaba Shiv, Stanford UniversityCarolyn Yoon, University of MichiganOnline Research MethodsChapter 17: Common Concerns with MTurk as a Participant Pool: Evidence and SolutionsDavid Hauser, University of MichiganGabriel Paolacci, Erasmus UniversityJesse Chandler, University of MichiganChapter 18: Mechanical Turk in Consumer Research: Common Practices to Ensure Data QualityScott A. Wright, Providence CollegeDavid K. Goodman, Ohio State UniversityChapter 19: Digital and Social Media ResearchZoey Chen, University of MiamiAndrew T. Stephen, University of OxfordData AnalysisChapter 20: Mediation Analysis in Consumer Psychology: Models, Methods, and ConsiderationsDerek D. Rucker, Northwestern UniversityKristopher J. Preacher, Vanderbilt UniversityChapter 21: Text Analysis in Consumer Research: An Overview and TutorialMatthew D. Rocklage, Northwestern UniversityDerek D. Rucker, Northwestern UniversityChapter 22: Meta-AnalysisBlakeley B. McShane, Northwestern UniversityUlf Bockenholt, Northwestern UniversityPhilosophy of ScienceChapter 23: The Roles of Effects and Theory in Research and ApplicationBobby J. Calder, Northwestern UniversityC. Miguel Brendl, Northwestern UniversityAlice M. Tybout, Northwestern UniversityChapter 24: The Validity Network Schema: Perspectives on Validity, Validation, and Research Paths in Consumer ResearchDavid Brinberg, Virginia TechMiriam Brinberg, Pennsylvania State UniversityChapter 25: Weaving multiple methodologies from different philosophical approaches into a single consumption storyRashmi Adaval, University of CincinnatiBryan M. Buechner, University of CincinnatiNathanael S. Martin, University of CincinnatiChapter 26: Designing and Interpreting Replication Studies in Psychological ResearchLeandre R. Fabrigar, Queen’s UniversityDuane T. Wegener, Ohio State UniversityThomas I. Vaughan-Johnston, Queen’s UniversityLaura Wallace, Ohio State UniversityRichard E. Petty, Ohio State University

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