A Critical Review on the Use of the Scenario Technique for Experimental Design: Challenges and Lessons Learned


The project described in this case study discusses the relationship between corporate social responsibility motivations and customer extra-role behavior in an emerging market context. It examines the moderating role of ethical corporate identity on this relationship in two replicated scenario-based experiments in two different contexts (i.e., high corporate social responsibility fit vs. low corporate social responsibility fit). The case briefly covers the theoretical underpinnings of the scenario method and explains the applications and concludes that the use of the scenario technique is effective in the manipulation of different constructs given the complexities involved in the method. In addition, it offers a critical review of the overall utilization of the method in the project, in particular, highlighting the challenges faced when using this method and what could have been improved.

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