Eun Sook Kwon, Yan Shan, Joong Suk Lee and Leonard N. Reid
The authors aimed to examine the presence and character of inter- and intra-approaches to replication studies published in five leading marketing journals (Journal of Marketing…
Abstract
Purpose
The authors aimed to examine the presence and character of inter- and intra-approaches to replication studies published in five leading marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Public Policy & Marketing, Marketing Science, Journal of the Academy of Marketing Science) across four decade intervals (i.e. 1980s, 1990s, 2000s and 2010/2011). The research sought answers to three research questions.
Design/methodology/approach
Content analysis of a randomly selected sample of 2,717 articles found 128 replicative studies in the journal issues. Comparisons of the replication approaches of the studies address two issues: the criticism that intra-study replication is not true replication as it is inconsistent with the criterion of researcher independence and the reported outcomes of the replicative studies relative to those of the original studies.
Findings
Overall, the presence of replications increased over time; however, the increase was attributable primarily to the number of intra-study replications published in two decades, the 2000s and 2010/2011 intervals. Conflicting findings infrequently appeared in the replication studies regardless of approach, indicating the possible existence of confirmation bias in the marketing literature.
Originality/value
Replication in marketing is either improving or stagnant depending on the accepted definition of replication. Of special importance, given the questioning of the intra-study approach as true replicative research, more replicated findings produced by independent researchers are needed to establish theoretical validity of marketing knowledge for use by both marketing academicians and decision makers.
Details
Keywords
During the 1920s and 1930s in the colonial city of Seoul, a group of women called the New Women and the Modern Girls expressed their modern identities by wearing different…
Abstract
Purpose
During the 1920s and 1930s in the colonial city of Seoul, a group of women called the New Women and the Modern Girls expressed their modern identities by wearing different clothing, hairstyles and make-up; visiting cafés; viewing Western movies; and consuming other foreign merchandise. While these women were admired by many women as being pioneers of modernity, they were severely criticized by others under the pretext that they indulged their vanity without considering the economy of their families and their colonized nation. These criticisms continue in twenty-first century Korea. Based on the striking similarity between the two eras, an understanding of the consumption and the criticisms of the Modern Girls could provide a historical context for understanding women's experiences in the consumer culture of twenty-first century Korea. The paper aims to discuss these issues.
Design/methodology/approach
As secondary sources, literature published in both English and Korean was included. Primary data were obtained from articles in Korean newspapers, magazines and print advertisements from the 1920s and 1930s.
Findings
The New Women and Modern Girls expressed their modern identities by consuming various fashion goods, including Western-style clothes, make-up and various accessories, adopting Western hairstyles and frequenting modern cafés, theaters and department stores. However, their behaviors escaped the boundaries of the “wise mother, good wife” ideology, and they were severely criticized by those adhering to the neo-Confucianism and Korean nationalist ideology that was deeply rooted in Korean society. Thus, the reputations of the Modern Girls were tainted and the individuals were stigmatized.
Originality/value
This research illuminates the negative aspects of self-expressive consumption, showing how individualistic, identity-driven consumption can be stigmatized in the collectivistic culture of Korea that is rooted in neo-Confucian nationalism.