Journal of Marketing Behavior > Vol 1 > Issue 1

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

John G. Lynch, Leeds School of Business, University of Colorado-Boulder, USA, john.g.lynch@colorado.edu
 
Suggested Citation
John G. Lynch (2015), "Mission Creep, Mission Impossible, or Mission of Honor? Consumer Behavior BDT Research in an Internet Age", Journal of Marketing Behavior: Vol. 1: No. 1, pp 37-52. http://dx.doi.org/10.1561/107.00000002

Published: 18 May 2015
© 2015 J. G. Lynch
 
Subjects
 
Keywords
Sociology of science
 

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In this article:
1. Mission Accomplished or Mission Creep?
2. Mission Impossible? My Ethnocentric Start in Consumer Psychology
3. What’s Changed for BDT Scholars in Marketing?
4. Mission of Honor: Opportunities for BDT Scholars to Contribute to Marketing
5. Two Behavioral Finance Templates for BDT Marketing Scholars to Study Consumer Decisions on the Internet
References

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.

DOI:10.1561/107.00000002