The Italian Journal of Marketing – The Blog attempts to empower scholars and junior researchers with insights and practical recommendations for conducting and writing impactful scientific publications. That is why, during the SIM Conference 2024, we interviewed Simona Botti, Professor of Marketing at London Business School, who has been recently appointed as President of the Association for Consumer Research and is an Associate Editor at the Journal of Marketing.

Professor Botti’s research primarily focuses on consumer behavior, exploring critical topics such as choice, autonomy, agency, and decision-making’s emotional and cognitive dimensions. During the interview, she shared her thoughts about pressing issues and opportunities in consumer behavior research.

Below, we present the full interview with Professor Botti, whose insights we hope will stimulate researchers’ reflections.

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What are the most exciting and unexplored topics in consumer behavior?

Simona Botti: This is a fascinating question, as consumer behavior is highly dynamic. I believe there are several levels of interest. Some topics are undoubtedly exciting but can no longer be considered unexplored. Artificial intelligence (AI) is a great example. It is a highly relevant topic generating extensive discussion at the intersection of consumers and technology. However, it is important to note that AI has rapidly become a dominant theme in consumer research. As a young researcher today, I would consider how original or innovative this research might be in a few years, when you enter the academic job market.

That said, AI remains fascinating if approached with a unique perspective. The key question is: “How can I contribute to such a rapidly evolving body of literature?” This type of reflection is crucial to avoid just adding another voice to a crowded field.

There are other emerging topics where I believe there is still significant room for exploration. For instance, issues like sustainability, diversity, equity, inclusion, marketing for a better world, and social impact are highly relevant but incredibly complex. Because of their multidimensionality, there are still many unexplored angles. Sustainability, for example, is undoubtedly a popular topic, but its multifaceted nature leaves ample space for innovative approaches.

At the same time, classic themes remain essential. Financial or health decision-making, including mental health, is a critical area. Despite decades of study, its social relevance and methodological challenges mean significant work still needs to be done.

I find specific philosophical and theoretical issues fascinating, such as freedom of choice, autonomy, agency, and personal control. These themes are deeply rooted in today’s social dynamics. Consider, for instance, the COVID-19 pandemic, where individual freedom often became the central issue in debates on vaccination and use of masks in public spaces. Alternatively, think about discussions on topics like abortion or civil rights: all these issues revolve around the boundaries of individual freedom and the social consequences of individual choices.

Topics like information processing and persuasion are also more relevant today than ever. With the rise of fake news and the polarization of public discourse, these classic marketing topics have taken on new urgency. A topic does not need to be new to be relevant or exciting. Classic theories provide fundamental frameworks for analyzing modern and complex phenomena.

What is the most appropriate method for investigating consumption phenomena in the current context?

Simona Botti: I do not think there is a “one-size-fits-all” method for studying consumer behavior, especially in a dynamic and interdisciplinary context. The choice of method primarily depends on the phenomenon being investigated. However, I firmly believe that multidisciplinary research is valuable and often indispensable. Combining different approaches allows us to address the limitations of each method and gain a more comprehensive understanding of the phenomenon.

Mastering one or two primary methods while having at least a basic understanding of others is essential for effective collaboration with other researchers. I recall collaborating with a qualitative researcher, for example. Her sociological approach differed significantly from what is typically used in consumer research. It was an enlightening experience, but it also taught me that you should at least understand the fundamental principles of the chosen approach to delegate responsibility for part of the work.

Multidisciplinary research, however, is challenging. One of the main difficulties lies in the review process. Reviewers from different disciplines often have very different expectations, which are difficult to satisfy. In such cases, the editor’s role becomes crucial: they should maintain a broader perspective and guide the review process to balance the various viewpoints.

Another key aspect is adherence to standards of rigor and transparency. It includes pre-registering studies, using larger samples, and applying robust methods. Transparency is essential not only to ensure the integrity of the research but also to facilitate its replicability.

Finally, integrating qualitative and quantitative data is one of the most promising approaches. For example, text analysis can be an extraordinary tool for bridging different perspectives. In general, the best method is the one that best fits the phenomenon being studied while maintaining a high standard of scientific rigor.

What should authors focus on when writing papers on consumer behavior?

Simona Botti: When writing a paper, one of the most important aspects is the “so what” of the work. You should ask yourself: Why am I dedicating years of my academic life to this question? Why should others read my work? Answering these questions means being extremely clear about your problem and how it is theoretically relevant to society, organizations, or consumers.

Positioning the paper is also critical. Many papers are rejected because it is unclear which literature they contribute to or what problem they aim to solve. You need to make the following explicit: What is the contribution of this research? What theoretical or practical gap does it fill? Simply stating that a topic has not been studied yet is not enough. You should explain why the chosen context or topic deserves attention, what makes it unique, and what its theoretical or practical implications are.

Clarity and transparency in data collection and analysis are equally fundamental. As mentioned above, research should adhere to rigorous standards. This does not mean that the data needs to be perfect—perfection is rare. However, the phenomenon should be studied in a transparent way.

Finally, you need to be prepared to respond to reviewers. This process is often underestimated, but responding effectively to reviewer comments can determine the success or failure of a paper. Their suggestions should be addressed thematically, highlighting the main changes made and demonstrating how these have improved the work. Even if reviewers’ comments seem contradictory or difficult to address, integrating feedback and improving the work is a key skill for any researcher.

What papers should every behavioral scholar read?

Simona Botti: This is an excellent question because reading the right works is essential for building a solid research foundation. First, I would suggest starting with methodological papers that establish current standards of rigor and transparency. For instance, Rik Pieters’ paper “Meaningful Mediation Analysis: Plausible Causal Inference and Informative Communication” and Xinshu Zhao, John G. Lynch, and Qimei Chen’s paper “Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis“ are fundamental for understanding how to conduct meaningful mediation analyses. The papers from Leif Nelson, Joe Simmons, and Uri Simonsohn, starting from “False-Positive Psychology: Undisclosed Flexibility in Data Collection and Analysis Allows Presenting Anything as Significant” (as well as their blog datacolada.org) are important to keep up with the current debate on research standards.   

In addition to these publications, I think it is essential to familiarize yourself with classics in the philosophy of science. One of the papers I often recommend is Bobby J. Calder, Lynn W. Phillips, and Alice M. Tybout’s paper “Designing Research for Application,” which addresses what it means to conduct relevant and rigorous research.

Research from the 1960s, 1970s, and 1980s is indispensable to have a solid understanding of the theoretical and methodological foundations of the discipline. One of my favorite papers is Elizabeth C. Hirschman and Morris B. Holbrook’s “Hedonic Consumption: Emerging Concepts, Methods and Propositions“ which introduced a new perspective on studying experiences and pleasure in consumption. Daniel Gilbert and coauthors’ paper “Immune neglect: A source of durability bias in affective forecasting” is outstanding. The ability of these authors to make complex concepts accessible is a model I greatly admire. Russell Belk is another author every consumer behavior scholar should read. His work on identity and consumption explores fundamental ideas about who we are as consumers.

In short, building a strong theoretical and methodological foundation through reading is essential for every scholar. Balancing classic works with more recent publications helps you stay updated on developments in the discipline while maintaining a historical and critical perspective.

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Copertina: Image by TaWiPoP from Pixabay