Use of causal models in marketing research: A review

Abstract Use of causal models in marketing has grown significantly. By combining data and theory, these models provide researchers with more powerful opportunities to advance scientific knowledge. However, such advances can only be achieved if researchers make proper usage of causal modeling techniques. We review causal models published during 1980–1994. Many aspects of the models investigated meet traditional standards. However, several unsettling findings emerge. In particular, we were able to replicate the results reported for only one in five of the models studied. These shortcomings lead us to suggest a number of improvements for future causal modeling practice.

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