On the External Validity of Experiments in Consumer Research
Journal of Consumer ResearchPublished 1 December 1982
John Lynch
Citations453
SJR quartileQ1
SJR score8.56
SNIP3.32
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Abstract
This paper is concerned with generalizability issues in experimental consumer research. In particular, it discusses how the usefulness of experimental results is affected by a consumer researcher's treatment of unmanipulated “background” factors in designing and analyzing the experiment.
Keywords
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