A systematic self-observation study of consumersʹ conceptions of practical wisdom in everyday purchase events

This project introduces the method of Systematic Self-Observation (SSO) to business researchers, compares it to other modes of introspection, and illustrates its application in a study of consumersʹ conceptions of their practical wisdom (or lack thereof) during ongoing purchase events. Qualitative data analysis is combined with hierarchical linear modeling analyses. Results are discussed in terms of how this application extends the SSO method as well as consumer behavior and wisdom theories. Discussion also addresses opportunities for future use of SSO.