Keeping It Real in Experimental Research—Understanding When, Where, and How to Enhance Realism and Measure Consumer Behavior

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On making experimental design choices: Discussions on the use and challenges of demand effects, incentives, deception, samples, and vignettes (2020, background): “Efforts to enhance realism can be particularly useful when testing theory, for example, but may be less pertinent when research is developing new theory (Morales et al., 2017).”
The seven lives of Airbnb. The role of accommodation types (2021, unknown): “Enhanced behavioural realism (Morales et al., 2017; Viglia & Dolnicar, 2020) was used”
“Alexa, order me a pizza!”: The mediating role of psychological power in the consumer–voice assistant interaction (2021, methodology): “Following an experimental design (Morales et al., 2017), we employed independent (i.e., product categories and psychological power) and dependent variables (i.e., willingness to purchase) framed as hypothetical intentions that remained constant across all four studies.”
Why Are International Visitors More Satisfied with the Tourism Experience? The Role of Hedonic Value, Escapism, and Psychic Distance (2020, result): “In line with Morales, Amir, and Lee (2017) noting that scenario-based research often produces “responses that typically reflect consumers’ thoughts and theories about the scenarios, and not their actual behavior” (p. 465), our results and conclusions may have been directly influenced by the…”