A field is only as advanced as its most advanced research methods. This handbook provides a sum- mary of the most advanced research methods used in the field of consumer psychology. This field investigates how consumers process information about products and services, how consumers use information to acquire knowledge, and how they use their knowledge to make judgments and deci- sions. Each of these topics requires an in-depth understanding of how the consumer mind works, or what makes consumers tick. Rigorous scientific research provides the key to addressing these issues.
Any handbook such as this reflects the opinions of its contributors. We present a variety of view- points in the following chapters, offering a range of (sometimes) provocative opinions. Our intent is not only to provide readers with familiarity with the research methods used in our discipline, but also to provide grist for the mill of discussion of those methods, in the interest of advancing consumer psychology. Some chapters reflect long-standing practice and debate, whereas others reflect a much shorter history of contributing to our understanding of consumers. Each chapter provides insight into the process of using tools in the service of building a meaningful and rich science of consumer psychology.