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| Research Interests for John G Lynch Jr.
Research Interests: Consumer Behavior, Market Research Methods, Internet Marketing
Lynch's research focuses on three main areas of consumer psychology:
- consumer information processing and decision making
- information economics and its intersection with consumer psychology
- validity issues in research methodology
In the consumer information processing area, Lynch's research has
focused particularly on decisions in which some or all of the relevant
information comes from memory. He has investigated three main
questions: What determines the alternatives that are actively
considered for choice in consumer decision making? What determines what
inputs are used to evaluate those inputs that are included in the
consideration set? For example, under what conditions to people choose
by comparing alternatives on their features and when do they choose on
the basis of remembered overall affect without actively thinking about
the reasons for that liking or disliking? What determines the relative
weight people give to immediate versus delayed consequences? How do
marketing variables influence consumer choice through their influence
on the alternatives considered or by determining which small number of
inputs are used in decision making out of a large potential
universe?
In his work on information economics and consumer psychology, Lynch has
examined how certain broad classes of information in markets affect
consumer welfare, as measured by the prices they pay and the
satisfaction they obtain from their purchases. He has studied
such issues as whether advertising increases or decreases consumer
price
sensitivity or whether online shopping should lead to more or less
price sensitivity in comparison with brick and mortar shopping.
In his work on validity issues in research methodology, he has written
about how design choices determine the external validity of
experimental research findings, how confounding affects the validity of
inferences from experiments, and what determines whether answers in a
survey carry over to determine answers to later questions in the same
survey.- Recent Publications
(search)
- Lynch, J.G. Jr., Accessible but Nondiagnostic Memories about Memory and Consumer Choice,
in 16th Paul D. Converse Symposium, edited by Abbie Griffin and Cele Otnes
(2005),
pp. 88-115, Chicago: American Marketing Association.
- Zauberman, G. & Lynch, J. G., Resource slack and discounting of future time versus money,
Journal of Experimental Psychology: General, vol. 134 no. 1
(2005),
pp. 23-37.
- Ariely, D., Lynch, J. G., Aparicio, M., Learning by collaborative and individual-based recommendation agents,
Journal of Consumer Psychology, vol. 14
(2004),
pp. 81-95.
- Diehl, K., Kornish, L., & Lynch, J. G., Smart agents: When lower search costs for quality information increase price sensitivity,
Journal of Consumer Research, vol. 30
(2003),
pp. 56-71.
- Wood, S. L. & Lynch, J. G., Prior knowledge and complacency in new product learning,
Journal of Consumer Research, vol. 29
(2002),
pp. 416-426.
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