Incommensurable paradigms, cognitive bias and the politics of marketing theory

Marketing Theory

Volumn 8, Issue 3, 2008, Pages 273-297

  Tadajewski, Mark ^a  

^a UNIVERSITY OF LEICESTER   (United Kingdom)

Author keywords

marketing theory; multiple paradigm research; paradigm incommensurability

Indexed keywords

EID: 84992905499     PISSN: 14705931     EISSN: None     Source Type: Journal    
DOI: 10.1177/1470593108093557     Document Type: Article

References (127)

1. Alderson, W. (1965) Dynamic Marketing Behavior: A Functionalist Theory ofMarketing. Homewood: Richard D.Irwin.
2. Alderson, W. and Cox, R. (1948) ‘Towards a Theory of Marketing’, The Journal of Marketing 13(2):137-52.
3. Anderson, P.F. (1986) ‘On Method in Consumer Research: A Critical Relativist Perspective’, Journal of Consumer Research 13(2):155-73.
4. Bagozzi, R.P. (1976) ‘Science, Politics, and the Social Construction ofMarketing’, in K. L. Bernhardt (ed.) Marketing 1776-1976 and Beyond, pp.586-92. Chicago, IL: American Marketing Association.
5. Bagozzi, R.P. (1992) ‘Acrimony in the Ivory Tower: Stagnation or Evolution?’, Journal of the Academy of Marketing Science 20(4):355-9.
6. Belk, R.W. (1995) ‘Studies in the New Consumer Behaviour’, in D. Miller (ed.) Acknowledging Consumption: A Review of New Studies, pp.58-95. London: Routledge.
7. Böhm, S. (2006) Repositioning Organization Theory: Impossibilities andStrategies. Basingstoke: Palgrave Macmillan.
8. Brown, S. (1995a) ‘Nightmare on IMR Street’, Irish Marketing Review 8: 157-60.
9. Brown, S. (1995b) ‘The Eunuch’s Tale: Reviewing Reviewed’, Journal of Marketing Management 11(7):681-706.
10. Brown, S. (1998) Postmodern Marketing 2. London: International Thompson Business Press.
11. Brown, S. (2000) ‘Going Bananas in Paradise: From McDonaldisation to Fyffefication’, Marketing Intelligence and Planning 18(6/7):356-67.
12. Burrell, G. (1997) ‘Organization Paradigms’, in A. Sorge and M. Warner (eds) The IEBM Handbook of Organizational Behavior, pp.33-47. London: International Thompson Business Press.
13. Burrell, G. and Morgan, G. (1992 [1979]) Sociological Paradigms and Organisational Analysis. Oxford: Ashgate.
14. Burton, D. (2001) ‘Critical Marketing Theory: The Blueprint?’, European Journal of Marketing 35(5/6):722-43.
15. Calder, B.J. and Tybout, A.M. (1987) ‘What Consumer Research Is…’, Journal of Consumer Research 14(1):136-40.
16. Churchill, G.A. (1988) ‘Comments on the AMA Task Force Study’, Journal of Marketing 52(4):26-31.
17. Davidson, D. (2001) Inquiries into Truth and Interpretation(2nd ed.). Oxford: Clarendon.
18. Davies, A. and Fitchett, J.A. (2001) ‘Interpretivist and Positivist Insights into Museum Consumption: AnEmpirical Inquiry into Paradigm Comparability’, European Advances in Consumer Research 1: 234-9.
19. Davies, A. and Fitchett, J.A. (2005) ‘Beyond Incommensurability? Empirical Expansion on Diversity inResearch’, European Journal of Marketing 39(3):272-93.
20. De Cock, C. and Jeanes, E.L. (2006) ‘Questioning Consensus, Cultivating Conflict’, Journal of Management Inquiry 15(1):18-30.
21. De Grazia, A. (1978) The Velikovsky Affair. London:Sphere.
22. Deetz, S. (1996) ‘Describing Differences in Approaches to Organization Science: Rethinking Burrell and Morgan and their Legacy’, Organization Science 7(2):191-207.
23. Deetz, S. (2000) ‘Putting the Community into Organizational Science: Exploring theConstruction of Knowledge Claims’, Organization Science 11(6):732-8.
24. Deighton, J. (2005) ‘From the Editor-Elect’, Journal of Consumer Research 32(1).
25. Easley, R.W., Madden, C.S. and Dunn, M.G. (2000) ‘Conducting Marketing Science: The Role of Replication in the Research Process’, Journal of Business Research 48(1):83-92.
26. Easton, G. (1995) ‘Methodology and Industrial Networks’, in K. Möller and D. Wilson (eds) Business Marketing: An Interaction and Network Perspective,pp. 411-92. Boston, MA: Kluwer.
27. Feyerabend, P. (1975) Against Method. London: New LeftBooks.
28. Feyerabend, P. (1978) Science in a Free Society. London: New LeftBooks.
29. Feyerabend, P. (1999a) Conquest of Abundance. Chicago, IL: University of ChicagoPress.
30. Feyerabend, P.K. (1999b) ‘How to Defend Society Against Science’, in P. K. Feyerabend Knowledge, Science and Relativism: Philosophical Papers Vol. 3, ed. J. Preston, pp. 181- 91. Cambridge: Cambridge University Press.
31. Fuller, S. (2005a) ‘You Call Yourself an Intellectual’, Times Higher Education Supplement February 18th: 14.
32. Fuller, S. (2005b) The Intellectual. London: Icon.
33. Gioia, D.A. and Pitre, E. (1990) ‘Multiparadigm Perspectives on Theory Building’, Academy of Management Review 15(4):584-602.
34. Gioia, D.A., Donnellon, A. and Sims, H.P. (1989) ‘Communication and Cognition in Appraisal: A Tale of Two Paradigms’, Organization Studies 10(4):503-30.
35. Gould, S. (1991) ‘The Self-Manipulation of My Pervasive Perceived Vital Energy through Product Use: An Introspective-Praxis Perspective’, Journal of Consumer Research 18(2):194-207.
36. Hassard, J. (1990) ‘An Alternative to Paradigm Incommensurability inOrganization Theory’, in J. Hassard and D. Pym (eds) The Theory and Philosophy of Organizations, pp.219-30. London: Routledge.
37. Hirschman, E.C. (1986) ‘Humanistic Inquiry in Marketing Research: Philosophy, Method andCriteria’, Journal of Marketing Research 23(3):237-49.
38. Hirschman, E.C. (1989) ‘Afterword’, in E.C. Hirschman (ed.) Interpretive Consumer Research, p. 209. Provo, UT: Association forConsumer Research.
39. Hirschman, E.C. (1993) ‘Ideology in Consumer Research, 1980 and 1990: A Marxist and Feminist Critique’, Journal of Consumer Research 19(4):537-55.
40. Holbrook, M.B. (1995) Consumer Research: Introspective Essays on the Studyof Consumption. London: Sage.
41. Holbrook, M.B. (1997) ‘Romanticism, Introspection, and the Roots of Experiential Consumption’, Consumption, Markets and Culture 1(2):97-164.
42. Holbrook, M.B. and Hirschman, E.C. (1993) The Semiotics of Consumption: Interpreting Symbolic Consumer Behavior in Popular Culture and Works of Art. Berlin: Mouton deGruyter.
43. Holbrook, M.B. and O’Shaughnessy, J. (1988) ‘On The Scientific Status of Consumer Research and the Need for an Interpretive Approach to Studying Consumption Behavior’, Journal of Consumer Research 15(3):398-402.
44. Horrobin, D.F. (1982) ‘Peer Review: A Philosophically Faulty Concept which is Disastrous forScience’, The Behavioral and Brain Sciences 5(2):217-18.
45. Hoyningen-Huene, P. (1995) ‘Two Letters of Paul Feyerabend to Thomas S. Kuhn on a Draft of TheStructure of Scientific Revolutions’, Studies in the History and Philosophy of Science 26(3):353-87.
46. Hoyningen-Huene, P. and Schaber, P. (2003) ‘Incommensurability of Knowledge: Theories andValues’, URL (consulted June 2007):http://www.unics.uni-hannover.de/zeww/pub.phh.eng.html
47. Hunt, S.D. (1971) ‘The Morphology of Theory and the General Theory of Marketing’, Journal of Marketing 53(2):65-8.
48. Hunt, S.D. (1976) ‘The Nature and Scope of Marketing’, Journal of Marketing 40(3):17-26.
49. Hunt, S.D. (1991) ‘Positivism and Paradigm Dominance in Consumer Research’, Journal of Consumer Research 18(2):32-44.
50. Hunt, S.D. (2003) Controversy in Marketing Theory: For Reason, Realism,Truth and Objectivity. Armonk, NY: M.E. Sharpe.
51. Kelemen, M. and Hassard, J. (2003) ‘Paradigm Plurality: Exploring Past, Present andFuture Trends’, in R. Westwood and S. Clegg (eds) Debating Organization: Point-Counterpoint in Organization Studies, pp. 73-82. Oxford:Blackwell.
52. Kernan, J.B. (1995) ‘Declaring a Discipline: Reflections on ACR’s Silver Anniversary’, Advances in Consumer Research 22: 543-60.
53. Kuhn, T.S. (1962) The Structure of Scientific Revolutions. Chicago, IL: University of ChicagoPress.
54. Kuhn, T.S. (1970a) The Structure of Scientific Revolutions(2nd ed.). Chicago, IL: University of Chicago Press.
55. Kuhn, T.S. (1970b) ‘Reflections on My Critics’, in I. Lakatos and A. Musgrave (eds) Criticism and the Growth of Knowledge, pp.231-78. Cambridge:Cambridge University Press.
56. Kuhn, T.S. (1977) ‘Objectivity, Value Judgment, and Theory Choice’, in T. S. Kuhn, The Essential Tension: Selected Studies in Scientific Tradition andChange, pp. 320-39. Chicago: University of ChicagoPress.
57. Kuhn, T.S. (1983) ‘Commensurability, Comparability, Communicability’, in P. D. Asquith and T. Nickles (eds) PSA 1982 Vol. 2, pp.2-13. EastLansing: Philosophy of ScienceAssociation.
58. Kuhn, T.S. (1987) ‘What are Scientific Revolutions?’, in L. Kruger., L. J. Daston and M. Heidelberger (eds) The Probabilistic Revolution, pp.7-22. Cambridge, MA: MIT Press.
59. Kuhn, T.S. (1989) ‘Possible Worlds in History of Science’, in S. Allén (ed.) Possible Worlds in Humanities, Arts and Sciences: Proceedings of Novel Symposium 65, pp. 9-32. Berlin: Walter deGruyter.
60. Kuhn, T.S. (1990) ‘Dubbing and Redubbing: The Vulnerability of RigidDesignation’, in C. W. Smith (ed.) Scientific Theories, pp. 298-318. Minneapolis, MN: University ofMinnesota Press.
61. Kuhn, T.S. (1991a) ‘The Road Since Structure’, in A. Fine, M. Forbes and L. Wessels (eds) PSA 1990 Vol. 2, pp.2-13. EastLansing: Philosophy of ScienceAssociation.
62. Kuhn, T.S. (1991b) ‘The Natural and the Human Sciences’, in D.R. Hiley, J.F. Bohman and R. S. Schusterman (eds) The Interpretive Turn: Philosophy, Science and Culture, pp.17-24. Ithaca, NY: Cornell University Press.
63. Leone, R.P. and Schultz, R.L. (1980) ‘A Study of Marketing Generalizations’, Journal of Marketing 44(4)10-18.
64. Lewis, M.W. and Grimes, A. (1999) ‘Metatriangulation: Building Theory from Multiple Paradigms’, Academy of Management Review 24(4):673-90.
65. Lewis, M.W. and Kelemen, M.L. (2002) ‘Multiparadigm Inquiry: Exploring Organizational Pluralism andParadox’, Human Relations 55(2):251-75.
66. Lowe, S., Carr, A.N. and Thomas, M. (2004) ‘Paradigmapping Marketing Theory’, European Journal of Marketing, 38(9/10):1057-64.
67. Lowe, S., Carr, A.N., Thomas, M. and Watkins-Mathys, L. (2005) ‘The Fourth Hermeneutic in Marketing Theory’, Marketing Theory 5(2):185-203.
68. Lynch, J.G. (1998) ‘Presidential Address: Reviewing’, Advances in Consumer Research 25(1):1-6.
69. McAlister, L. (2005) ‘Unleashing Potential’, Journal of Marketing 69(4):16-17.
70. McDonagh, P. (1995) ‘Radical Change through Rigorous Review? A Commentary on theCommodification of Marketing Knowledge’, Journal of Marketing Management 11(7):675-9.
71. MacInnis, D. (2003) ‘Responsibilities of a Good Reviewer: Lessons Learned fromKindergarten’, Journal of the Academy of Marketing Science 31(3):344-5.
72. MacInnis, D.J. (2005) ‘Them versus Us: Woes on the Bifurcation of the Academic Marketing Discipline’, Journal of Marketing 69(4):14-16.
73. MacIntyre, A. (1989) ‘Relativism, Power, and Philosophy’, in M. Krausz (ed.) Relativism: Interpretation and Confrontation, pp.182-204. Indiana, IN: University of Notre Dame Press.
74. McKelvey, B. (1997) ‘Quasi-Natural Organization Science’, Organization Science 8(4):352-80.
75. McKelvey, B. (1999) ‘Toward a Campbellian Realist Organization Science’, in J. A. C. Baum and B. McKelvey (eds) Variations in Organization Science: In Honor of Donald T.Campbell, pp. 383-411. Thousand Oaks, CA: Sage.
76. McKelvey, B. (2003a) ‘Postmodernism versus Truth in Management Theory’, in E. A. Locke (ed.) Postmodernism and Management: Pros, Cons and theAlternative, pp. 113-68. Amsterdam: JAIPress.
77. McKelvey, B. (2003b) ‘From Fields to Science: Can Organization StudiesMake the Transition?’, in R. Westwood and S. Clegg (eds.) Debating Organization: Point-Counterpoint in Organization Studies, pp. 47-73. Oxford:Blackwell.
78. Mahoney, M.J. (1977) ‘Publication Prejudices: An Experimental Study of Confirmatory Bias in thePeer Review System’, Cognitive Therapy and Research 1(2):161-75.
79. Marsden, D. and Littler, D. (1998) ‘Positioning Alternative Perspectives of Consumer Behaviour’, Journal of Marketing Management 14(1/3):3-29.
80. Mauws, M.K. and Phillips, N. (1995) ‘Understanding Language Games’, Organization Science 6(3):322-34.
81. Morgan, G. (2003) ‘Marketing and Critique: Prospects and Problems’, in M. Alvesson and H. Willmott (eds) Studying Management Critically, pp.111-31. London: Sage.
82. Murray, J.B. and Ozanne, J.L. (1991) ‘The Critical Imagination: Emancipatory Interests in Consumer Research’, Journal of Consumer Research 18(2):129-44.
83. Murray, J.B. and Ozanne, J.L. (1997) ‘A Critical-Emancipatory Sociology of Knowledge:Reflections on the Social Construction of Consumer Research’, in R. Belk (ed.) Research in Consumer Behavior, pp.57-92. Greenwich, CT: JAI Press.
84. Nola, R. and Sankey, H. (2001) ‘A Selective Survey of Theories of Scientific Method’, in R. Nola and H. Sankey (eds) After Popper, Kuhn and Feyerabend: Recent Issues in Theories ofScientific Method, pp. 1-65. Dordrecht, MA: Kluwer.
85. Nola, R. and Sankey, H. (2007) Theories of Scientific Method. Stocksfield: Acumen.
86. O’Shaughnessy, J. (1997) ‘Temerarious Directions for Marketing’, European Journal of Marketing 31(9/10):677-705.
87. O’Shaughnessy, J. and O’Shaughnessy, N. (2002) ‘Ways of Knowing and their Applicability’, Marketing Theory 2(2):147-64.
88. Ozanne, J.L. and Hudson, L.A. (1989) ‘Exploring Diversity in Consumer Research’, in E.C. Hirschman (ed.) Interpretive Consumer Research, pp.1-9. Provo, UT: Association for Consumer Research.
89. Parker, M. and McHugh, G. (1991) ‘Five Texts in Search of an Author: A Response to John Hassard’s Multiple Paradigms and Organizational Analysis’, Organization Studies 12(3):451-6.
90. Phillips, D.L. (1977) Wittgenstein and Scientific Knowledge: A Sociological Perspective. London: Macmillan.
91. Popper, K.R. (1976) ‘The Logic of the Social Sciences’, in T. W. Adorno, H. Albert, R. Dahrendorf, J. Habermas, H. Pilot and K. R. Popper ( 1976) The Positivist Dispute in German Sociology, pp.87-104. Trans. G. Adey and D. Firsby.London: Heinemann.
92. Popper, K.R. (1979) Objective Knowledge. Oxford:Clarendon.
93. Pronin, E., Lin, D.Y. and Ross, L. (2002) ‘The Bias Blind Spot: Perceptions of Bias in Self versus Others’, Personality and Social Psychology Bulletin 28(3):369-81.
94. Ravetz, J.R. (1990) The Merger of Knowledge with Power: Essays in Critical Science. London: Mansell.
95. Sankey, H. (1994) The Incommensurability Thesis. Aldershot: Avebury.
96. Sankey, H. (1997) Rationality, Relativism and Incommensurability.Aldershot: Avebury.
97. Sankey, H. and Hoyningen-Huene, P. (2001) ‘Introduction’, in H. Sankey and P. Hoyningen-Huene (eds) Incommensurability and Related Matters, pp.vii-xxxiv. Dordrecht, MA: Kluwer.
98. Scherer, A.G. (1998) ‘Pluralism and Incommensurability in Strategic Management and Organization Theory’, Organization 5(2):147-68.
99. Schroeder, J.E. (2007) ‘Critical Marketing: Insights for Informed Researchand Teaching’, in M. Saren, R. Elliott, P. Maclaran, C. Goulding, M. Caterall and A. Shankar (eds) Critical Marketing: Defining the Field. London: Elsevier.
100. Schultz, M. and Hatch, M.J. (1996) ‘Living with Multiple Paradigms: The Case of Paradigm Interplay inOrganization Culture Studies’, Academy of Management Review 21(2):529-57.
101. Scott, L.M. (2007) ‘Critical Research in Marketing: An Armchair Report’, in M. Saren, R. Elliott, P. Maclaran, C. Goulding, M. Caterall and A. Shankar (eds) Critical Marketing: Defining the Field. London: Elsevier.
102. Shah, J.Y., Kruglanski, A.W. and Thompson, E.P. (1998) ‘Membership has its (Epistemic) Rewards: Need for Closure Effects on In-Group Bias’, Journal of Personality and Social Psychology 75(2):383-93.
103. Shankar, A. and Patterson, M. (2001) ‘Interpreting the Past, Writing the Future’, Journal of Marketing Management 17(5/6):481-501.
104. Shapin, S. (1995) ‘Here and Everywhere: Sociology of Scientific Knowledge’, Annual Review of Sociology 21: 289-321.
105. Sharrock, W. and Read, R. (2002) Kuhn: Philosopher of Scientific Revolution. Cambridge: Polity.
106. Sheth, J.N. (1992) ‘Acrimony in the Ivory Tower: A Retrospective on Consumer Research’, Journal of the Academy of Marketing Science 20(4):345-53.
107. Singh, J. (2003) ‘A Reviewer’s Gold’, Journal of the Academy of Marketing Science 31(3):331-6.
108. Staelin, R. (2005) ‘Influencing the Practice through Big New Ideas’, Journal of Marketing 69(4):21-2.
109. Stern, R.N. and Barley, S.R. (1996) ‘Organizations and Social Systems: Organization Theory’s Neglected Mandate’, Administrative Science Quarterly 41(1):146-162.
110. Summers, J.O. (2001) ‘Guidelines for Conducting Research and Publishing in Marketing: FromConceputalization through the Review Process’, Journal of the Academy of Marketing Science 29(4):405-15.
111. Svensson, G. (2005) ‘Ethnocentricity in Top Marketing Journals’, Marketing Intelligence and Planning 23(5):422-34.
112. Svensson, G. (2006) ‘The Paradoxnoia of Top Journal(s) in Marketing’, European Journal of Marketing 40(11/12):1153-68.
113. Svensson, G. and Wood, G. (2006) ‘The Pareto Plus Syndrome in Top Marketing Journals: Research and JournalCriteria’, European Business Review 18(6):457-67.
114. Tadajewski, M. (2005) ‘Confrontations of Philosophy, Management and Politics’, Ephemera: Theory and Politics in Organization 5(3):499-518.
115. Tadajewski, M. (2006a) ‘The Ordering of Marketing Theory: The Role of McCarthyism and the ColdWar’, Marketing Theory 6(2):163-200.
116. Tadajewski, M. (2006b) ‘Remembering Motivation Research: Toward an Alternative Genealogy of Interpretive Consumer Research’, Marketing Theory 6(4):429-66.
117. Thompson, C.J. (1991) ‘May the Circle be Unbroken: A Hermeneutic Consideration of how Interpretive Approaches to Consumer Research are Understood by Consumer Researchers’, Advances in Consumer Research 18(1):63-9.
118. Thompson, C.J. (1993) ‘Modern Truth and Postmodern Incredulity: A Hermeneutic Deconstruction ofthe Metanarrative of “Scientific Truth” in Marketing Research’, International Journal of Research in Marketing 10: 325-38.
119. Thompson, C.J. (2002) ‘A Re-Inquiry on Re-Inquiries: A Postmodern Proposal for aCritical-Reflexive Approach’, Journal of Consumer Research 29(1):142-5.
120. Toulmin, S. (1972) Human Understanding, Vol. 1. Oxford: Clarendon.
121. Von Dietz, E. (2001) Paradigms Explained: Rethinking Thomas Kuhn’sPhilosophy of Science. Westport, CT: Praeger.
122. Weaver, G.R. and Gioia, D.A. (1994) ‘Paradigms Lost: Incommensurability vs Structurationist Inquiry’, Organization Studies 15(4):565-90.
123. Whetten, D.A. (1989) ‘What Constitutes a Theoretical Contribution?’ Academy of Management Review 14(4):490-6.
124. Wilkie, W.L. (2005) ‘Needed: A Large Sense of Marketing and Scholarship’, Journal of Marketing 69(4):8-10.
125. Willmott, H. (1999) ‘On the Idolization of Markets and the Denigration ofMarketers: Some Critical Reflections on a Professional Paradox’, in D. Brownlie, M. Saren, R. Wensley and R. Whittington (eds) Rethinking Marketing: Towards Critical Marketing Accountings, pp. 205-22. London: Sage.
126. Wittnick, D.R. (2004) ‘Journal of Marketing Research: 2 Ps’, Journal of Marketing Research XLI(February):1-6.
127. Woodruff, R.B. (2003) ‘Serving the Marketing Discipline Through Journal Reviews’, Journal of the Academy of Marketing Science 31(3):327-30.