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President Address 2014 ACR Presidential Address Obliquity, Wonderment and The Grand Adventure of Doing Consumer Research Linda L. Price, University of Arizona, USA Oh, how I envy you not everyone has the chance to face the About the time I was originally trying to figure out what I want- unspeakable terrors of the great unknown ed to talk about Michel Pham did a wonderful Presidential Address Hoo, hoo at SCP on The Seven Sins of Consumer Research—that also went Today’s the day viral in our community, and at that point, and a few times since then, In only a matter of moments I seriously considered outsourcing my talk to him (2013). You might You’ll all be on your way also be surprised to learn that I briefly flirted with playing the piano, What lurks around the corner it was suggested I could dance, and a few well-meaning colleagues, Not a soul can say who are probably not here today, told me to just cancel it. But I can guess In Michel Pham’s address he echoed the call of many others, More or less including many past ACR Presidents, for more relevant research Hidden dangers (2013; Andreasen, 1993; Mick, 2006; Keller 2008; Inman, 2012). A Great duress focus on relevance, very broadly defined, was also the topic of the in- Ah, the moment of glory augural editorial by the new Journal Of Consumer Research editorial Is close at hand team, and a major organizing theme for the new Journal of the As- Hoo, hoo sociation for Consumer Research that Jeff Inman talked about in his It’s gonna be grand Presidential Address, and we’ll hear more about this at tomorrow’s luncheon (Inman, 2012). The concern over the lack of relevance OWL, in Pooh’s Grand Adventure: applies not just to consumer research, but also to the marketing disci- The Search for Christopher Robin pline more generally. A recent paper in Journal of Academy of Mar- keting Science documents how little of our research ever gets cited Leading up to today a lot of people have asked me how the Pres- in business disciplines outside of marketing (Clark, Key, Hodis and idential address was coming along and I have to say that although I Rajaratnam 2014), and a preconference event at AMA Winter 2015 kinda, sorta knew what I wanted to talk about over a year ago, there’s will also focus on how we can be more relevant. a big difference between kinda, sorta knowing and actually having Michel went on to talk in detail about some of the things that something to say. It wasn’t until the “best used by” date on the milk we do that make us largely irrelevant to ourselves and everyone else. carton was well past the ACR conference that I started to panic about He concluded like others by suggesting that we need changes in how what I was actually going to say. I ended up with the title you see we train doctoral students and in the reward structure. Although not before you, which itself has about it a character of misadventure. the topic of Michel’s talk, we have also seen increased concern about However, before I attempt to coax you along that winding path, research integrity and how to police it with a general understanding I’d like to thank Angela Lee for the lovely introduction. Over the that these problems are also driven by our training and reward struc- course of this year I have truly come to think of Angela as a goddess tures. His last sentence carries a familiar, and discouraging tone: who is enormously caring and thoughtful about all things small and large. “As long as researchers are rewarded mostly for maximizing the Also, I want to thank those of you who are here today for choos- number of articles that they publish in A-level journals rather than ing to be here!! At ACR there’s a lot of competition for your time, and for the lasting impact of their articles, regardless of the journals I’m grateful for a few minutes of your attention. I especially want to where they are published, then narrow scope, narrow lenses, thank June Cotte and Stacy Wood for putting together a wonderful, narrow epistemology, disregard for content, overgeneralization, creative, fun conference and also for allowing people to opt out of research by convenience, and “theories of studies,” will remain this event, so that I don’t have to compete with your best friend over prevalent in our field,” and the relevance of consumer research will lunch. In addition, I want to thank the Marketing Department at Eller remain a struggle (2013, p. 422). College of Management, University of Arizona for providing a little additional incentive to opt in . Celebrating life on a Friday afternoon I think he’s right about the things we are doing wrong, and I’m with family, friends and a glass of champagne is always a good way all for us trying to change these things every day in our organiza- to spend time. tions, and in our relations with students and colleagues, but I think Finally, I want to thank the membership of ACR for giving me there’s something more important at stake here, it’s the very essence a chance to serve as President. From the time I first joined ACR in of why and how we do what we do. And that’s what I’d like to talk 1981 I felt it was my home and extended family. I carried the little about today. blue book of ACR members around with me everywhere, believing Randomly selected like many of the books that inspire me, that if I were ever somewhere in need, the ACR community would a couple years ago I picked up a little book titled Obliquity: Why be there for me. In this role, I’ve had a chance to test that proposi- Our Goals are best Achieved Indirectly, by John Kay (2011). He tion. Working with Angela Lee, Jeff Inman, Sharon Shavitt, Amna wanted to persuade people that the path to success and happiness Kirmani, Rajiv Vaidyanathan, the ACR Board and many, many oth- does not run through the bottom line. He dedicated the book to Sir ers in the ACR community has reaffirmed for me why this is such a James Black a Nobel Prize-winning pharmacologist, but also a sci- special organization. entist who accidentally created a lot of shareholder wealth through his discoveries. Sir James Black called it “the Principle of Obliquity: Advances in Consumer Research 1 Volume 42, ©2014 2 / Obliquity, Wonderment and The Grand Adventure of Doing Consumer Research Goals are often best achieved without intending them.” John Stuart Another one of my favorite books, I picked up many years ago Mill in his autobiography eloquently writes: on a sale shelf. The book is by Martin Gardner, who has written ex- tensively in math, science and philosophy, but also literary criticism I never, indeed, wavered in the conviction that happiness is the test and fiction. The title is The Whys of a Philosophical Scrivener, and of all rules of conduct, and the end of life. But I now thought that it’s filled with essays self-described as “What I believe and Why,” this end was only to be attained by not making it the direct end. (1983). My favorite essay is “Surprise: Why I Cannot Take the Those only are happy (I thought) who have their minds fixed on World for Granted,” in which Martin Gardner describes the magnifi- some object other than their own happiness; on the happiness of cent gift of wonderment. Albert Einstein observes, “The finest thing others, on the improvement of mankind, even on some art or pursuit, we can experience is the mysterious. It is the fundamental emotion followed not as a means, but as itself an ideal end. Aiming thus at which stands at the cradle of true art and true science. He who does something else, they find happiness by the way (1893; p. 117). not know it and can no longer wonder, no longer feel amazement, is as good as dead, a snuffed-out candle.” The incredible, inexhaust- Perhaps all of us have thought about the obliquity principle with ible mystery of everyday life with all its rhythms and lines of flight regard to our students, our best students are typically not the ones to unexpected places is a constant inspiration (Deleuze and Guattari that ask “how do I get an A in this class.” Similarly, I would posit 1987). And as consumer researchers we are immersed in it—the that the most successful academics typically do not have publishing mystery is all around us, all the time. or tenure as their goals. Perhaps, even the quest for relevance is a If you are watching the new PBS series or have read the book double-edge sword if sought out the same way that PhD students “How We Got to Now,” then you know that a practical discovery now quest for “hot topics.” Who would have thought that a cross- or invention can have wide-reaching consequences—can literally country, summer road trip to learn about consumers and their posses- change our world (Johnson, 2014). A printing press that enables sions would end up a consumer odyssey that transformed the field of people to read books is also the source of demand for eyeglasses, consumer research, and my own research, in profound ways, (Belk, which in turn generates microscopes and telescopes and a revolution Wallendorf and Sherry, 1989)? in what we see in biology, astronomy, medicine and physics.
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