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Positivism and Paradigm Dominance in Consumer Research: Toward Critical Pluralism and Rapproachement

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  • Hunt, Shelby D

Abstract

As spirited debate continues on the appropriate philosophical and methodological foundations for consumer research, participants claim the literature has been full of misconceptions, misunderstandings, misrepresentations, and mischaracterizations. Through historical methodology, this article shows that these "misses" stem, at least in part, from the debate's having been historically ill informed about the origins and fundamental beliefs of a group of philosophers called logical positivists. After addressing a fundamental premise of the entire debate (i.e., that contemporary social science and consumer research are dominated by positivism), this article advocates critical pluralism and documents a favorable prognosis for rapprochement. Copyright 1991 by the University of Chicago.

Suggested Citation

  • Hunt, Shelby D, 1991. "Positivism and Paradigm Dominance in Consumer Research: Toward Critical Pluralism and Rapproachement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 32-44, June.
    • Handle: RePEc:oup:jconrs:v:18:y:1991:i:1:p:32-44
    DOI: 10.1086/209238
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    Cited by:

    1. Breno Giovanni Adaid Castro & Claudio Vaz Torres & Thiago Gomes Nascimento & Gisela Demo, 2015. "Are Men More Rational than Women when Purchasing Cars?: A Comparison of Cultural Influences on Product Judgment in Brazil and the United States of America," Brazilian Business Review, Fucape Business School, vol. 12(6), pages 72-99, November.
    2. Ramirez, Edward & David, Meredith E. & Brusco, Michael J., 2013. "Marketing's SEM based nomological network: Constructs and research streams in 1987–1997 and in 1998–2008," Journal of Business Research, Elsevier, vol. 66(9), pages 1255-1260.
    3. Shaw, Michael & Nowicki, Andrew, 2018. "Zebra crossings," Australasian marketing journal, Elsevier, vol. 26(4), pages 310-314.
    4. Clark, Terry & Azab, Carol & Martin Key, Thomas, 2024. "Marketing’s next era: The scope and impact of marketing’s future, the reach and legacy of Shelby Hunt," Journal of Business Research, Elsevier, vol. 170(C).
    5. Izhak Berkovich, 2018. "Beyond qualitative/quantitative structuralism: the positivist qualitative research and the paradigmatic disclaimer," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(5), pages 2063-2077, September.
    6. Marc Burger, 2008. "Towards a framework for the elicitation of dilemmas," Quality & Quantity: International Journal of Methodology, Springer, vol. 42(4), pages 541-562, August.
    7. Zhang, Yunen & Shao, Wei & Quach, Sara & Thaichon, Park & Li, Qianmin, 2024. "Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    8. John F. Gaski, 2015. "The trouble with marketing ethics . . ," Chapters, in: Handbook on Ethics and Marketing, chapter 6, pages 111-124, Edward Elgar Publishing.
    9. John G. Wacker & Danny Samson, 2021. "Beyond supply chain management: jointly optimising operations/ supply and the marketing mix," Operations Management Research, Springer, vol. 14(3), pages 451-466, December.
    10. Easton, Geoff, 2002. "Marketing: a critical realist approach," Journal of Business Research, Elsevier, vol. 55(2), pages 103-109, February.
    11. Leigh McAlister & Frank Germann & Natalie Chisam & Pete Hayes & Adriana Lynch & Bill Stewart, 2023. "A taxonomy of marketing organizations," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 617-635, May.

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