Author: Aaron Charlton

  • How to quickly and easily make a customer heatmap with R

    How to quickly and easily make a customer heatmap with R

    This is a good task for a marketing analytics course. It’s very easy to map out where customers are coming from. Why would you do that? So many reasons! So you know where to market to, where to add new locations, etc. This simple code below uses R software. Acknowledgment: I used some code from […]

  • 2022 marketing metascience year in review

    2022 marketing metascience year in review

    First, definitely check out the 2021 marketing metascience year in review if you haven’t yet. This is an update of that review. Let’s get into it! Just like 2021, 2022 has brought a deluge of new replications and bias studies, which is great because there had been very little effort to test the trustworthiness of […]

  • Three strikes for marketing professor, Nicolas Guéguen (but he doesn’t appear to be out)

    Three strikes for marketing professor, Nicolas Guéguen (but he doesn’t appear to be out)

    Nicolas Guéguen, a marketing professor at Université Bretagne Sud, now holds the title for most retractions of any currently working marketing professor with three. In honor of this occasion, I’ve created this catalog of all the articles about marketing’s most notorious professor who is still employed in the field. In addition to three retractions, Guéguen […]

  • You are right that we shouldn’t expect marketing studies to replicate (but I disagree about the reason)

    You are right that we shouldn’t expect marketing studies to replicate (but I disagree about the reason)

    Some deep thinkers in marketing have postulated that perhaps marketing studies are not replicable because of the ever-shifting context around consumption. This is an interesting and valid theory that has some merit. Certainly, the context has changed. There has been a tremendous shift in how we consume and what media we are exposed to in […]

  • Dan Ariely claims authorship order shields him from blame; speculates that a low-level envelope stuffer committed the fraud

    Dan Ariely claims authorship order shields him from blame; speculates that a low-level envelope stuffer committed the fraud

    If you haven’t heard, world-famous marketing professor, Dan Ariely, was caught with fake data in fall of 2021. I’m not saying that he faked the data but he hasn’t done anything yet (show evidence, explain what happened, etc.) that would make anybody think it was someone else. Well in June of 2022, he finally did […]

  • Replications in Marketing: Myth and Reality

    Replications in Marketing: Myth and Reality

    Third-party replication is the foundation of good science. Without replication, how can we know if a scientific finding is even true? Moreover, if an entire field loses its sanity and commences in the wide-scale production of false knowledge, how would we know without replication? In order to help emphasize the usefulness of replications in marketing, […]

  • A follow up post about the recent JMR retraction

    A follow up post about the recent JMR retraction

    I found it interesting that the investigative team did a last digit analysis because I did not include any last digit analysis in my complaint. The idea of the last digit analysis is that a set of last digits from a group of related numbers should in most cases be randomly uniformly distributed from 0 […]

  • Another Jayati Sinha paper with impossible means

    Another Jayati Sinha paper with impossible means

    My opinion: The effects don’t pass the smell test Sinha and Wang (2013) claim there is a type of loneliness x time horizon crossover interaction effect on impulsive behavior. Any time you see a bunch of massive crossover effects it’s interesting. This is really the holy grail of marketing. The best way to get this kind […]

  • AMA actively discourages authors from sharing their data with 3rd parties

    AMA actively discourages authors from sharing their data with 3rd parties

    If you don’t know,  American Marketing Association (AMA) is the biggest association in marketing. They have four major journals, including two of our top four (Journal of Marketing and Journal of Marketing Research). A unique thing about AMA is that they have never retracted a paper at any of their journals. This is surprising given […]

  • Thirsty dudes messing up skin care product promotions: a mini-case study

    Thirsty dudes messing up skin care product promotions: a mini-case study

    Yesterday I noticed an ad on Facebook for Jessica Alba’s skincare routine. I was surprised to be targeted with the ad to be honest because I’m not into skin care products, and I’m not a female, which would seem to be the target audience. I had recently visited the Honest Company website, which the ad […]

  • The mystery of the “Red Potato Chip Study” Part 1

    The mystery of the “Red Potato Chip Study” Part 1

    Picture is the author attempting to replicate the red chip protocol with his children acting as lab assistants. Prior to Brian Wansink being relieved of his duties due to scientific misconduct and his subsequent resignation, he ran the “Red Potato Chip Study” (Geier, Wansink & Rozin, 2012). The study claimed that people would eat fewer […]

  • Updating your CB (Consumer Behavior) course to reflect the replication crisis

    Updating your CB (Consumer Behavior) course to reflect the replication crisis

    According to Evanschitzky et al. (2007), teachers should ignore findings until they have been replicated. Unfortunately, only a very small portion of all marketing studies have withstood the scrutiny of direct, preregistered replication. Moreover, a lot of things came to light in 2021 that should give us pause before we blindly endorse the collective works […]