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Updated: Jul 4, 2025

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Published on: September 27, 2019
Test many theories in many ways
Wilson Cyrus-Lai1, Warren Tierney2, Eric Luis Uhlmann1
1Organisational Behaviour Area, INSEAD, Singapore, Singapore wilson-cyrus.lai@insead.edu eric.luis.uhlmann@gmail.com.
Abstract:
Demonstrating the limitations of the one-at-a-time approach, crowd initiatives reveal the surprisingly powerful role of analytic and design choices in shaping scientific results. At the same time, cross-cultural variability in effects is far below the levels initially expected. This highlights the value of "medium" science, leveraging diverse stimulus sets and extensive robustness checks to achieve integrative tests of competing theories.
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