Mastering Impactful Marketing Theories - Insights from Ajay K. Kohli

1. Building impactful theories Ajay K. Kohli Georgia Institute of Technology (With KapilTuli, Singapore Management University) Ideas that Matter: A Dialog on Enhancing Theory Development in Marketing AMA Summer Educators’ Pre-Conference August 13, 2010

2. What is a theory? “A theory is a systematically related set of statements, including some lawlike generalizations, that is empirically testable. The purpose of a theory is to explain and predict phenomena.” Rudner (1966) in Hunt (2002) (Paraphrased second sentence)

3. What is a theory? A theory is comprised of construct definitions, propositions linking the constructs, and arguments for the propositions: X Y X “explains” variations in Y Z X and Z “explain” variations in Y X Y

4. What makes a theory impactful? • Applicable in many contexts • Memorable

5. Implications for theory building • Broad constructs (& propositions) • Applicable in many contexts • Memorable

6. Implications for theory building • Broad constructs (& propositions) • Applicable in many contexts • Memorable • Simple (but not simplistic) - Test statement: “Dr. Xyz developed this theory • According to which _____________________” • - Coherence across multiple propositions (construct groupings, logic across propositions)

7. Implications for theory building • Broad constructs (& propositions) • Applicable in many contexts • Memorable • Simple (but not simplistic) • Beautiful • - Construct labels, logic flow, proposition articulation • - Consistent use of a construct label

8. Implications for theory building • Broad constructs (& propositions) • Applicable in many contexts • Memorable • Simple (but not simplistic) • Beautiful • Interesting • - New explanation • - Causing (typically modest) intellectual discomfort

9. Thank you!