Laboratory Experiments in Consumer Research:

February 26, 2026Japan Marketing ReviewOpen Access

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Key Points

The aim is to evaluate how psychological states influenced by interventions affect consumer outcomes.
Conducted randomized controlled trials (RCTs) to manipulate psychological states.
Proposed a method to accurately estimate effects of psychological state manipulation.
Performed simulation analysis to compare the new method with traditional RCT.
Demonstrated that the proposed method yields larger effects than RCTs.
Found that manipulation checks are essential for confirming psychological state differences.
Indicated that the focus should be on the effects of psychological states rather than the interventions themselves.

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Laboratory experiments assess psychological impacts on outcomes in consumer research, suggesting enhanced analysis methods.

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Makoto Abe (2026) studied this question.

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