# Three Strategies for Research Progress How to advance consumer research effectively? - **Source:** [Journal of Consumer Psychology](https://myscp.onlinelibrary.wiley.com/journal/15327663) - **Published:** 2026-06-19 - **Topic:** [Data & AI](https://brifing.si/c/data-ai) - **Original article:** - **On Brifing:** https://brifing.si/s/6535d4dc-8d53-412f-9147-bc2618264c59 ## What is Research Progress? Researchers must demonstrate how their work contributes to scientific advancement. Three key strategies emerge: establishing an effect, theory of the effect, and theoretical framework. Each strategy relies on different methodological approaches and logical foundations. ## Establishing-an-Effect Strategy This strategy is based on the reliable replication of a relationship between variables. Researchers claim progress by proving the existence of a specific effect. This approach is commonly used in experimental studies. ## Theory-of-the-Effect Strategy The theory of the effect provides a local mechanism explaining when and how a particular effect occurs. This strategy is the most widely used in consumer research and offers theoretical depth. ## Theoretical Framework Strategy The theoretical framework offers an explanation that transcends a single effect paradigm. This strategy aims to claim progress from a broader perspective. However, it is rarely used in consumer research. ## Comparing the Strategies Each strategy has different methodological emphases and vulnerabilities. Establishing an effect focuses on replicability, while the theory of the effect explains mechanisms. The theoretical framework provides a comprehensive explanation. ## Recommendations for Research Progress By recognizing the advantages and vulnerabilities of these strategies, researchers can combine them to make stronger claims of progress. This approach is a significant step in enhancing scientific contribution. ## Sources covering this story - https://myscp.onlinelibrary.wiley.com/doi/10.1002/jcpy.70033?af=R — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._