On Avoiding the Fate of the League of Semi-Superheroes: Consumer Psychology and Heroic Research

Abstract

Consumer psychologists should strive for superhero status. This entails not simply “doing good work,” but doing good work that matters and disseminating the results of that work to those who need it most. Throughout the evidence-gathering and dissemination process, the members of our league face the peril of becoming semi-superheroes. Heroic avoidance of this peril is recommended.