Meta-Analytic Generalizations in Marketing
(A2025-125890)

AUTHORS

TAMMO BIJMOLT, University of Groningen; Franziska Völckner, University of Cologne; Victoria Kramer, University of Münster; Jing Niu, University of Liverpool; Kristina Viets, University of Cologne; Christos Koritos, Alba Graduate Business School - The American College of Greece

ABSTRACT

With the enormous increase of scientific output in marketing and related disciplines, it has become more important to derive empirical generalizations on the relationships between phenomena. Whereas primary empirical studies provide detailed insights into the effects under a limited number of conditions, a quantitative literature review using meta-analysis tools should lead to statements about the general size of a relationship and a broad range of moderating conditions. Empirical generalizations by means of meta-analysis methods allow for an efficient and systematic dissemination of scientific knowledge. As a result, a large number of meta-analysis papers have appeared in the field of marketing in recent years. Typically, a meta-analytic review provides a novel conceptual framework, a concise overview regarding the state-of-knowledge about a topic, and directions for further research. The objective of this special session is to bring together researchers interested in conducting meta-analyses for empirical generalizations and researchers interested in the results of recent studies providing such generalizations on important marketing phenomena.