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Incommensurable paradigms, cognitive bias and the politics of marketing theory

Incommensurable paradigms, cognitive bias and the politics of marketing theory This paper examines the treatment of paradigm incommensurability in marketingtheory. It is not the first to tackle the issue, although I will argue thatexisting attempts to negotiate the incommensurability thesis fail on theirmisunderstanding of Kuhn's work. I then highlight Kuhn's own shifting positionregarding the incommensurability thesis. Despite Kuhn's proposal thatincommensurability can be overcome, such a strategy would be risky in anenvironment where cognitive bias indicates a continued subscription to logicalempiricism and behavioural scientific modes of inquiry. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Theory SAGE

Incommensurable paradigms, cognitive bias and the politics of marketing theory

Marketing Theory , Volume 8 (3): 25 – Sep 1, 2008

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References (134)

Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
1470-5931
eISSN
1741-301X
DOI
10.1177/1470593108093557
Publisher site
See Article on Publisher Site

Abstract

This paper examines the treatment of paradigm incommensurability in marketingtheory. It is not the first to tackle the issue, although I will argue thatexisting attempts to negotiate the incommensurability thesis fail on theirmisunderstanding of Kuhn's work. I then highlight Kuhn's own shifting positionregarding the incommensurability thesis. Despite Kuhn's proposal thatincommensurability can be overcome, such a strategy would be risky in anenvironment where cognitive bias indicates a continued subscription to logicalempiricism and behavioural scientific modes of inquiry.

Journal

Marketing TheorySAGE

Published: Sep 1, 2008

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