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ACADEMIC AND PROFESSIONAL ENGAGEMENT ACTIVITIES

Working on a chapter for an important multi-volume scholarly collection on the history of consumption, The Routledge History of Global Consumption. It will be published as part of the Routledge Histories series, and will be the first reference work on the history of consumption published in 15 years. Our goal is to provide a comprehensive, interdisciplinary account of consumption practices and ideologies across cultures and historical periods, presenting the history of consumption within a truly global framework which will become the standard reference in the field for some years to come. Chapters will run between 6,000-8,000 words each. The history of consumption naturally includes work on the history of marketing, advertising, and retailing.

Conducted ​research for a current project. Preregistration submitted below.
'Nike 2025'
(AsPredicted #220977)
Author(s)
This pre-registration is currently anonymous to enable blind peer-review.
It has 2 authors.
Pre-registered on
2025/04/02 - 12:31 PM (PT)1) Have any data been collected for this study already?
It's complicated. We have already collected some data but explain in Question 8 why readers may consider this a valid pre-registration nevertheless.

2) What's the main question being asked or hypothesis being tested in this study?
We hypothesize that brand relationship closeness engenders a desire to maintain the brand relationship, this desire leads to motivated reasoning, and the motivated reasoning influences post-transgression thoughts, feelings, and behaviors.

3) Describe the key dependent variable(s) specifying how they will be measured.
First survey
Relationship Closeness Measures
Eleven-point scales anchored with zero equal to "not at all" and ten equal to "completely" unless otherwise noted.
To what extent do you feel that you are personally connected to Nike shoes?
To what extent are NIKE shoes a part of you and who you are?
To what extent are your thoughts and feelings towards NIKE shoes often automatic, coming to mind seemingly on their own?
To what extent do your thoughts and feelings towards NIKE shoes come to you naturally and easily?
Do you consider yourself to be highly loyal to NIKE shoes?
The circles below represent your relationship with NIKE shoes. You are represented as Self and NIKE shoes as Other. The circles increase in overlap to indicate how close you feel to the brand. They are ordered from least close to most close. Please pick the pair of circles that best describes your relationship with NIKE shoes. – seven-point scale
How satisfied have you been with your previous experiences with NIKE shoes?
To what extent do you love NIKE shoes?
To what extent do you trust NIKE shoes?
How convenient do you find it to purchase NIKE shoes?

Desire to maintain the relationship Measures
Now, please imagine that you had a disappointing experience with NIKE shoes.
How motivated would you be to restore your relationship with Nike shoes?
To what extent would you be really sad if you stopped using NIKE shoes?
To what extent would you agree with the statement: I cannot imagine life without NIKE shoes.
If Nike were to cease to exist, to what extent would you be devastated.

Compassion & Empathy Measures
To what extent would you feel compassionate towards Nike shoes?
To what extent would you feel empathetic towards Nike shoes?
 
Second survey
Motivated Reasoning Measures
How important would this incident be in your overall judgment of Nike shoes?
To what extent would you blame Nike for this incident?
To what extent would you be positive that the incident was a onetime mistake and wouldn't happen again?
To what extent would you just put this incident behind you?
To what extent would you believe that the next time Nike shoes will live up to your expectations?
To what extent would you think that an experience like the incident would happen again in the future with Nike shoes?
Forgiveness Measures
To what extent would you forgive Nike shoes following this incident?
Purchase Intent Measures
To what extent would you want to avoid Nike shoes after this incident?
To what extent would you be willing to purchase Nike shoes again after this incident?
Negative Word of Mouth Measures
To what extent would you want to tell others about this incident?
Attitude Measures (9-point scales ranging from -4 to +4)
Bad Good
Unfavorable favorable
Negative positive
Foolish wise

4) How many and which conditions will participants be assigned to?
Brand relationship closeness is measured as the independent variable.

5) Specify exactly which analyses you will conduct to examine the main question/hypothesis.
1. Regression analyses will be performed predicting Desire, Motivated Reasoning, and Post-Transgression thought and behavior as a function of Relationship Closeness.
2. Mediation analyses using Hayes model 6.

6) Describe exactly how outliers will be defined and handled, and your precise rule(s) for excluding observations.
1. The time participants take to read the brand failure scenario will be recorded. Those whose spend less than 45 seconds on the scenario will be excluded.
2. Participants who complete an awareness item incorrectly will be excluded.

7) How many observations will be collected or what will determine sample size?
No need to justify decision, but be precise about exactly how the number will be determined.
Approximately 200 participants. This number is the number of participants (undergraduate students) available.

8) Anything else you would like to pre-register?
(e.g., secondary analyses, variables collected for exploratory purposes, unusual analyses planned?)
This is a two-part study in which participants complete two different surveys approximately one week apart. We have already collected the first survey, wherein participants provide measures of their relationship closeness and desire to maintain the relationship. We are preregistering the second survey, in which participants read a brand failure scenario and are instructed to imagine that the incident happened to themselves. After reading the scenario, the critical mediating and dependent variables are measured.

Version of AsPredicted Questions: 2.00To share this pre-registration you need to make a PDF. If you are submitting for peer-review you probably want to first make an anonymous PDF, and once the paper is accepted you can update the PDF so that it shows author names. If you click below you will see more information about this process, and can still change your mind.

Anonymous PDF Non-Anonymous PDF

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