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To address widespread perceptions of a reproducibility crisis in the social sciences, a growing number of scholars recommend the systematic preregistration of empirical studies. The purpose of this article is to contribute to an epistemological dialogue on the value of preregistration in consumer research by identifying the limitations, drawbacks, and potential adverse effects of a preregistration system. After a brief review of some of the implementation challenges that commonly arise with preregistration, we raise three levels of issues with a system of preregistration. First, we identify its limitations as a means of advancing consumer knowledge, thus questioning the sufficiency of preregistration in promoting good consumer science. Second, we elaborate on why consumer science can progress even in the absence of preregistration, thereby also questioning the necessity of preregistration in promoting good consumer science. Third, we discuss serious potential adverse effects of preregistration, both at the individual researcher level and at the level of the field as a whole. We conclude by offering a broader perspective on the narrower role that preregistration can play within the general pursuit of building robust and useful knowledge about consumers.

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The experience of fun plays a major role in the consumer society. Drawing on a grounded theory approach, we advance a psychological theory of consumer fun. Through an integration of in-depth interviews, narrative analyses, controlled experiments, structural equation modeling, and a photo-ethnography, our multimethod investigation makes four main contributions. First, we show that the experience of fun rests on the combination of two psychological pillars: hedonic engagement and a sense of liberation. Fun is an experience of liberating engagement—a temporary release from psychological restriction via a hedonically engaging activity. Second, we identify four situational facilitators—novelty, social connectedness, spontaneity, and spatial/temporal boundedness—that promote the experience of fun through their effects on hedonic engagement and the sense of liberation. Third, we show that although the psychology of fun is not consumption-specific, there is an intimate connection between fun and consumption. Finally, we clarify the relation and distinction between fun and happiness. We discuss implications for our understanding of consumption experiences, business practices related to the engineering of fun, and consumers’ own pursuits of fun and happiness.

In this commentary on Simmons, Nelson, and Simonsohn (this issue), we examine their rationale for pre‐registration within the broader perspective of what good science is. We agree that there is potential benefit in a system of pre‐registration if implemented selectively. However, we believe that other tools of open science such as the full sharing of study materials and open access to underlying data, provide most of the same benefits—and more (i.e., the prevention of outright fraud)—without risking the potential adverse consequences of a system of pre‐registration. This is why we favor these other means of controlling type I error and fostering transparency. Direct replication, as opposed to conceptual replication, should be encouraged as well.