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The contextual stance in consumer research

The contextual stance in consumer research The nature of interpretive consumer research is examined within the context of the contribution to the growth of knowledge played by the proliferation of tenaciously-held rival theories. Dennett's intentional stance is contrasted with a contextual stance in which behaviour is controlled by a learning history composed of reinforcing and punishing consequences of similar behaviour previously enacted in similar circumstances. The benefits of this stance are the encouragement of counter hypotheses to intentionality, and the generation of novel data which would otherwise not be available. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The contextual stance in consumer research

European Journal of Marketing , Volume 34 (7): 12 – Aug 1, 2000

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References (40)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560010331180
Publisher site
See Article on Publisher Site

Abstract

The nature of interpretive consumer research is examined within the context of the contribution to the growth of knowledge played by the proliferation of tenaciously-held rival theories. Dennett's intentional stance is contrasted with a contextual stance in which behaviour is controlled by a learning history composed of reinforcing and punishing consequences of similar behaviour previously enacted in similar circumstances. The benefits of this stance are the encouragement of counter hypotheses to intentionality, and the generation of novel data which would otherwise not be available.

Journal

European Journal of MarketingEmerald Publishing

Published: Aug 1, 2000

Keywords: Consumer marketing; Marketing theory

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