Meta-Analytic Generalizations in Marketing
(A2026-133979)

AUTHORS

TAMMO BIJMOLT, University of Groningen; Yiming Li, University of Lucerne; Simon Hazée, UCLouvain, LouRIM; Christian Winter, Friedrich-Schiller-Universität Jena; Jacob Schjødt, Copenhagen Business School

ABSTRACT

With the substantial growth of scientific output in marketing and related disciplines, it has become increasingly important to derive empirical generalizations about relationships between key marketing phenomena. Primary empirical studies offer detailed insights into effects under a limited set of conditions, but quantitative literature reviews using meta-analytic methods make it possible to draw conclusions about the overall magnitude of relationships and the influence of a broad range of moderating factors. Such empirical generalizations facilitate the efficient and systematic accumulation and dissemination of scientific knowledge. Reflecting this value, the number of meta-analytic studies in marketing has increased markedly in recent years. Typically, a meta-analytic review develops a novel conceptual framework, synthesizes the state of knowledge on a focal topic, and identifies fruitful avenues for future research. The objective of this special session is to bring together (i) researchers who conduct meta-analyses aimed at deriving empirical generalizations and (ii) researchers interested in the insights from recent meta-analytic studies on important marketing phenomena. In doing so, this special session continues a tradition established in recent years of highlighting the role of meta-analysis in advancing marketing science.