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𝐉𝐨𝐮𝐫𝐧𝐚𝐥 𝐨𝐟 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: 𝐍𝐞𝐰 𝐓𝐨𝐨𝐥𝐬, 𝐍𝐞𝐰 𝐑𝐮𝐥𝐞𝐬: 𝐀 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐆𝐮𝐢𝐝𝐞 𝐭𝐨 𝐄𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞 𝐚𝐧𝐝 𝐑𝐞𝐬𝐩𝐨𝐧𝐬𝐢𝐛𝐥𝐞 𝐆𝐞𝐧𝐀𝐈 𝐔𝐬𝐞 𝐟𝐨𝐫 𝐒𝐮𝐫𝐯𝐞𝐲𝐬 𝐚𝐧𝐝 𝐄𝐱𝐩𝐞𝐫𝐢𝐦𝐞𝐧𝐭𝐬 𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡⁣
Generative Artificial Intelligence (GenAI) tools based on Large Language Models (LLMs) are quickly reshaping how researchers conduct surveys & experiments. From reviewing the literature & designing instruments, to administering studies, coding data, & interpreting results, these tools offer substantial opportunities to improve research productivity & advance methodology. Yet with this potential comes a critical challenge: researchers often use these systems without fully understanding how they work. This article aims to provide a practical guide for effective & responsible GenAI use in primary research. We begin by explaining how GenAI systems operate, highlighting the gap between their intuitive interfaces & the underlying model architectures. We then examine different use cases throughout the research process, both the opportunities and associated risks at each stage. Throughout our review, we provide flexible tips for best practice & firm, non-negotiable rules for effective & responsible GenAI use, particularly in areas pertaining to ensuring the validity of GenAI coded responses. In doing so, we hope to help researchers integrate GenAI into their workflows in a transparent, rigorous, & ethically sound manner. Our accompanying website () provides supporting materials, including reproducible coding templates in R and SPSS and sample pre-registrations.⁣
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𝐉𝐨𝐮𝐫𝐧𝐚𝐥 𝐨𝐟 𝐀𝐬𝐬𝐨𝐜𝐢𝐚𝐭𝐢𝐨𝐧 𝐨𝐟 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡: 𝐓𝐡𝐞 𝐌𝐚𝐭𝐞𝐫𝐢𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐨𝐟 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞𝐬: 𝐇𝐨𝐰 𝐏𝐞𝐫𝐜𝐞𝐢𝐯𝐞𝐝 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐃𝐞𝐩𝐭𝐡 𝐈𝐧𝐜𝐫𝐞𝐚𝐬𝐞𝐬 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫𝐬’ 𝐏𝐫𝐞𝐟𝐞𝐫𝐞𝐧𝐜𝐞 𝐟𝐨𝐫 𝐔𝐧𝐢𝐪𝐮𝐞 𝐎𝐛𝐣𝐞𝐜𝐭𝐬 ⁣
While consuming experiences, people often acquire objects associated with those experiences. This investigation identifies an aspect of experiences that reliably predicts the type of experience-related objects consumers prefer to acquire: perceived experience depth. Evidence from five studies and four replications (N=2036) examining past, imagined, and real-time consumption of experiences indicates that, when consumers perceive to have had a deep (vs. basic) experience consumption, they are more prone to purchasing unique (vs. typical) objects related to that experience. Further, we find that the conversational value of the object helps explain this effect. These results add to the experiential consumption literature a novel finding associated with an aspect present in virtually every experience—perceived experience depth—and an outcome of theoretical and practical relevance—consumers’ acquisitions of objects linked to their experiences.

Grant Thornton

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