Response construction in consumer behavior research

To date, researchers have been relatively unsuccessful in accounting for a substantial proportion of the variance in the measures of consumer behavior that have been investigated. It is posited here that one of the primary reasons for this lack of success is that most studies of consumer behavior use self-reports-answers or responses to research questions-that are often very labile. It is further posited that responses to research questions are not generally revealed (retrieved directly from memory) but rather are constructed at the time a question is asked and answered. Because they are derived from processes that are inherently constructive, self-reports are susceptible to a variety of contaminating influences that collectively constrain the ability of researchers to explain or predict consumer behavior. Several suggestions are offered for addressing response construction processes and their effects.