Crafting conceptual proposition-based contributions in psychology and marketing: the 7C framework

Hollebeek, L. D., Srivastava, R. K., Clark, M. K. ORCID: https://orcid.org/0000-0002-7123-4248, Urbonavicius, S. and Lim, W. M. (2024) Crafting conceptual proposition-based contributions in psychology and marketing: the 7C framework. Psychology and Marketing, 41 (10). pp. 2396-2411. ISSN 0742-6046 doi: 10.1002/mar.22055

Abstract/Summary

The declining number of conceptual articles in psychology and marketing (P&M) represents a key concern for the continued advancement of this interdisciplinary topic area. Proposition-based works, a key conceptual article sub-type, offer theoretical propositions that introduce new concepts and theorize regarding their specific theoretical associations. However, relatively few guidelines for the preparation of these articles exist, leaving scholars in the dark regarding their development. Addressing this gap, we propose a framework summarizing the development of proposition-based research, offering a step-by-step guide to craft these contributions. The framework identifies the (a) key role of topic (e.g., a focal P&M concept) problematization and motivation, which may be an existing but under-explored or a new-to-P&M topic, and (b) application of a broader (e.g., meso- or macro-foundational) theory to frame the topic, which should exhibit a level of fit with one another. The framework also suggests that the chosen topic and theory co-infuse the development of the model and propositions, for which we provide relevant guidelines. We link this theoretical co-infusion process to prior intra-proposition recommendations (i.e., propositional clarity, consistency, conciseness, and contribution), which are supplemented with the proposed inter-proposition guidelines of propositional conceptual distinctiveness, comprehensiveness, and coherence.

Item Type	Article
URI	https://reading-pure-test.eprints-hosting.org/id/eprint/120465
Identification Number/DOI	10.1002/mar.22055
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
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