TY - JOUR
T1 - Reification and Realism in Marketing
T2 - In Defense of Reason
AU - Hunt, Shelby D.
PY - 1989/12
Y1 - 1989/12
N2 - Recent Journal of Macromarketing articles by Monieson (1988) and Dholakia (1988) attack “positivism” and “positivistic social science” which, they contend, dominate contemporary marketing and social science. Although their articles constructively extend marketing's “Xcrisis literature” on several dimensions, numerous aspects of their articles are problematical and a historical. This article reviews and evaluates three major themes that emerge in the articles by Monieson and Dholakia: (1) the law-like generalizations issue, (2) the rigor/relevance issue, and (3) the reification/realism issue.
AB - Recent Journal of Macromarketing articles by Monieson (1988) and Dholakia (1988) attack “positivism” and “positivistic social science” which, they contend, dominate contemporary marketing and social science. Although their articles constructively extend marketing's “Xcrisis literature” on several dimensions, numerous aspects of their articles are problematical and a historical. This article reviews and evaluates three major themes that emerge in the articles by Monieson and Dholakia: (1) the law-like generalizations issue, (2) the rigor/relevance issue, and (3) the reification/realism issue.
UR - http://www.scopus.com/inward/record.url?scp=84970103976&partnerID=8YFLogxK
U2 - 10.1177/027614678900900202
DO - 10.1177/027614678900900202
M3 - Article
AN - SCOPUS:84970103976
SN - 0276-1467
VL - 9
SP - 4
EP - 10
JO - Journal of Macromarketing
JF - Journal of Macromarketing
IS - 2
ER -