On method in consumer research: a critical relativist perspective

Article Abstract:

After stating the argument for the position that social science is best construed as relativistic, and positivism is not desirable, implications of critical relativism for research in consumer behavior are discussed. Also, two issues are addressed: is relativism self-refuting, and is philosophy of science pertinent to research on consumer behavior. A reticulated model of scientific rationality is developed, and a consumer research case study is utilized to demonstrate important elements.

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Ideology in consumer research, 1980 and 1990: a Marxist and feminist critique

Article Abstract:

This article presents textual evidence drawn from the 1980 and 1990 volumes of the Journal of Consumer Research (JCR) to demonstrate the dominance of masculine ideology in consumer research. Through both Marxist and feminist perspectives, it argues for the recognition and inclusion of previously muted voices and invisible constituencies, especially those of groups currently excluded from achieving social and economc equality. (Reprinted by permission of the publisher.)

Evaluation, Influence, Beliefs, opinions and attitudes, Socialism, Feminist criticism

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Scientific style and the conduct of consumer research

Article Abstract:

Four styles of conducting scientific inquiry are described: analytical science, conceptual theory, conceptual humanism, and particular humanism. The research done by James Bettman, Russell Belk, Morris Holbrook and Sidney Levy is used in the discussion of each approach to inquiry, with it argued that a broader based perspective of the scientific enterprise is required, as well as mutual acceptance of different ways of conducting research.

Analysis, Personalities, Scientists, Methodology, Research methods, Sociological research

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