Theme 3: Research and theory

Psychology & Marketing

The journal Psychology & Marketing (P&M) publishes research- and review articles in the field of psychology and marketing. It is an interdisciplinary journal which gives its readers a wide array of research that helps them understand the many aspects of marketing. P&M publishes both conceptual and empirical papers, and both quantitative and qualitative methods are featured - all with the goal of widening the understanding of the cognitive processes behind marketing. The journal has an impact factor of 1,367, and it is relevant for media technology as it proves the societal power of what various media channels distribute.

Hanna Berg (2015) - "Headless: The Role of Gender and Self-Referencing in Consumer Response to Cropped Pictures of Decorative Models"

Berg's paper in Psychology & Marketing (2015, volume 32, issue 10) explores attitudes towards "headless" decorative models in marketing, i.e. models who's heads have been cropped out of marketing pictures. With three different studies, Berg measured the perceived attractiveness of cropped- vs. un-cropped pictures (i.e. where the heads of the models were shown) through stimulus images shown in three different studies with sample sizes which offer legitimacy to the later achieved results:

• Study 1: 99 mixed gender students at Stockholm School of Economics, mean age 22,14 (20-29).

• Study 2: 850 YouGov-provided mixed gender sample, mean age 41,01 (15-64). 

• Study 3: 415 YouGov-provided female sample, mean age 40.43 (16- 64).

The results challenged some of the research that Berg presented in the beginning of her paper. Rather than (as previous studies had shown) facial attractiveness being central to overall perceived attractiveness, Berg's studies showed that women found images where female models' heads were cropped out to be more attractive than pictures where the heads were still in the picture. Men, however, still preferred images of women where heads were not cropped out of the picture. Both men and women preferred it when the heads of male models were kept in the picture.

I.e, cropping the head of a female model out of a marketing image will receive lower perceived attractiveness by men, but women will be more likely to buy what it's selling. Gender consequently matters, both regarding model and consumer. The result hold great validity and the research is reliable with a thorough statistical presentation and repeatability. The result is significant in our modern society, where gender (in)equality and media representations are deeply connected. 

Describe the major theory or theories that are used in your selected paper. Which theory type can the theory or theories be characterized as?

Which are the benefits and limitations of using the selected theory or theories?

Explanation and prediction (EP) theories offer a solid framework for further studies and answer many of the questions that are fundamental for research. What, how, why, when and where - how should we understand the world around us? EP theories are beneficial with their systematic approach to new knowledge, and they offer both insight and outlook. 

Berg builds her research mainly on two theories; objectification theory and perception theory. Both of the theories are EP-theories; they tackle big and complex question, which is the greatest benefit of using them. When combined, the theories demonstrate and analyse how and why women are portrayed in relation to men, and also how they are perceived.

The main theory - objectification theory - is based on the socialization of genders as a causal explanation for observed gender differences. It assumes that objectification will have different effects for members of different societal subgroups (e.g. ethnicity or sexual orientation), and it hence offers a great theoretical outset for Berg's research. 

---

... but what is theory?

Understanding what theory is and isn't can be complex. Even though data, empirical patterns or diagrams might explain the world around us in some sense, it is the logical argumentation that combines them and "describes, explains and enhances the understanding of the world" that constitutes the theory. Theory answers to questions of why rather than how. By identifying causal relationships, theory may explain the surrounding world and help predict the future.

To simply give reference to other existing theories is not theory, but connecting them in a logical way to your own studies may well be. I.e., conceptual findings need logical arguments in order to be called theory. A common mistake made by scholars is to cite a number of publications without fully understanding their implications, and hence they (instead of providing a theoretical framework for their own studies) end up with a sprawling list of references rather than a solid theoretical base.

Explaining causalities require logical combinations of prior findings; empirical data can become part of a theory only once they are causally reasoned about. A human touch is hence needed to understand the systematic relationship, and just like Mintzberg (1979) stated:

"The data do not generate theory - only researchers do that."

Gregor highlights the role of the researcher, explaining that theory is perceived differently depending on what field ones research is done. He emphasizes the abstract nature of theory and the different profiles of researchers; logical positivists, interpretivists and hermeneutics.