Fuzzy‐set qualitative comparative analysis in consumer research: A systematic literature review

Abstract

The traditional symmetrical methods may not be sufficient for effectively examining the asymmetries that are evident in the real‐world complex consumption context in the form of pandemic, and other technological, sociocultural, environmental, and geo‐political factors. As a result, the use of innovative and asymmetrical methods such as fuzzy‐set qualitative comparative analysis (fsQCA), which draws from the complexity theory could help better predict and explain consumer decisions in the age of disruptions. Through a comprehensive method‐based systematic literature review of 129 research articles published in the consumer behavior research literature, this study helps to identify the key trends, leading publication sources and contributors, and the current knowledge structure of consumer research using fsQCA. In doing so, this review also sheds light on the state of diversity within this particular area of research. The findings help identify the key future avenues for utilizing fsQCA within consumer research. This review is a useful resource for practitioners to gain a direct access to key consumer research scholars for identifying the constructs (e.g., antecedents, mediators, moderators, enablers, inhibitors) shaping consumer behaviors to inform strategic decisions.

The impact of shared value proposition on consumer engagement through a sense of brand community

“…This result confirms the prominent influence of shared value propositions on consumer's mindsets in the decision process, as discovered in many studies (e.g., Carvalho & Jonker, 2015; Fernández‐Gámez et al, 2019; Spicer & Hyatt, 2017). As consumers highly identify with the message in an enterprise's shared value propositions to co‐create wellness for society, for example, green message (Diwanji, 2023), even if they consider themselves independent individual entities and value their autonomy, that is, with independence self‐construal, they still tend to cultivate a strong sense of brand community.…”

Publishing in premier journals with high impact factor and Q1 journals: Dos and Don'ts

“…Necessary Condition Analysis (NCA) can also be carried out. Researchers without expertise in FSQCA or NCA, can refer to the article by Diwanji (2023) and Olya et al (2022) published in International Journal of Consumer Studies. Do Mixed method studies using behavioral data (see Venkatesh et al (2016) in MIS Quarterly). Ensure Theoretical Contribution in Review Articles: Some researchers develop different types of review articles. Please make sure that you develop a classic review with theoretical contribution, should you decide to spend time on review papers.…”

Cultural values and voice as determinants of customers' marketing research cooperation: A fuzzy set perspective

“…A primary limitation of a symmetrical approach, compared to an asymmetrical approach, is that it cannot detect complex relationships, such as interdependencies, concerning the outcome variable (in this case marketing research cooperation with the firm). Following calls for novel methodological approaches to explore social and organizational phenomena (Diwanji, 2022; Fiss, 2011; Pappas & Woodside, 2021), this study uses an asymmetrical approach to examine the antecedent conditions characterizing marketing research cooperation with the firm. Empirical insights from an asymmetrical approach are important because variables influencing an outcome cannot be treated in isolation, and the presence or absence of an antecedent condition may not always yield the same outcome (see also Chaouali et al, 2022; Misangyi et al, 2017; Osakwe, 2022; Peng et al, 2022).…”