Crafting conceptual proposition-based contributions: The 7C framework

The declining number of conceptual articles, particularly in psychology and marketing (P&M), represents a key concern for the continued advancement of the body of knowledge. Proposition-based works, a key conceptual article subtype, offer theoretical propositions that introduce new concepts and theorize regarding their specific theoretical associations. However, relatively few guidelines for the preparation of these articles exist, leaving scholars in the dark regarding their development. Addressing this gap, we propose a framework summarizing the development of proposition-based research, offering a step-by-step guide to craft these contributions. The framework identifies the (1) key role of topic (e.g., a focal P&M concept) problematization and motivation, which may be an existing but under-explored or a new-to-P&M topic, and (2) application of a broader (e.g., meso- or macro-foundational) theory to frame the topic, which should exhibit a level of fit with one another. The framework also suggests that the chosen topic and theory co-infuse the development of the model and propositions, for which we provide relevant guidelines. We link this theoretical co-infusion process to prior intra-proposition recommendations (i.e., propositional clarity, consistency, conciseness, and contribution), which are supplemented with the proposed inter-proposition guidelines of propositional conceptual distinctiveness, comprehensiveness, and coherence.