Flipping Lewin on his head: There is nothing as usefully theoretical as a good practice

This research calls for recognizing how good practices improve theory construction. Most thinking is non-conscious and automatic, people are not able to retrieve and report their actual beliefs, feelings, and likely actions, and the whole complexity of situation and context drives automatic thinking. Therefore, researchers need to conduct true field experiments observing phenomena as they actually occur in real-world contexts. In addition, case-based analysis allows for capturing asymmetries often found in the real world and modeling of contrarian cases. Examples of unobtrusive experiments that meet these requirements are discussed.