Two distinct types of generalizability are identified in consumer research. One entails the application of specific effects, whereas the other entails the application of general scientific theory. Effects application and theory application rest on different philosophical assumptions, and have different methodological implications. A failure to respect these differences has led to much confusion, regarding issues such as the appropriateness of student subjects and laboratory settings. T here is always the expectation in conducting research that the findings ultimately will be useful in addressing situations beyond the one studied. Yet, there exists a concern that much of consumer research, and behavioral research in general, is not generalizable. It frequently is argued that research procedures, particularly the use of student subjects and laboratory settings, necessarily limit the application of findings. Underlying this contention is a failure to recognize that generalizability is not a single issue. Two distinct types of application may be identified in consumer research. The purpose of this paper is to examine the two types of application, and to specify their