Controversy in Marketing Theory : For Reason, Realism, Truth, and Objectivity

Preface xiii Introduction 3(7) The Basic Thesis 5(1) A Look Ahead 6(4) Natural Philosophy and the Rise of Science: From Plato to Hegel 10(43) Platonism 11(6) Pythagoras 11(1) Plato 11(2) Socrates on Relativism 13(2) Aristotle 15(1) Philosophy After Aristotle 16(1) The Rise of Modern Science 17(9) Opposition to the Rise of Science 20(3) Factors Contributing to the Rise of Science 23(3) The Empiricism-Rationalism Debate 26(10) Classical Empiricism 27(1) Sir Francis Bacon 27(2) John Locke 29(1) David Hume 29(1) John Stuart Mill 30(1) Classical Rationalism 31(1) Rene Descartes 31(1) Benedict de Spinoza 32(1) Gottfried Leibniz 33(1) The Quest for Certainty and the Grand Synthesis 34(2) The Ascendance of Idealism 36(9) Berkeley 37(1) Immanuel Kant 38(3) Hegel 41(1) The Triumph of German Idealism 42(3) Classical Positivism 45(8) Ernst Mach 47(1) Gottlob Frege 48(2) Questions for Analysis and Discussion 50(3) The Development of the Philosophy of Science Discipline: From Classical Realism to Logical Empiricism 53(45) The Emergence of Realism 54(6) G.E. Moore 54(1) Bertrand Russell 55(2) Ludwig Wittgenstein 57(3) Einsteinian Relativity, Quantum Mechanics, and Logical Positivism 60(13) The Origins of the Logical Positivist Movement 62(2) The Logical Positivist Program 64(3) Implementing the Logical Positivists' Program 67(6) The Development of Logical Empiricism 73(9) Explicating Scientific Laws 73(1) Explicating Scientific Explanation 74(2) Explicating Theory 76(3) Explicating Verification 79(3) Popper, Critical Rationalism, and Falsificationism 82(4) The Concept of Scientific Progress 86(4) New Theories 87(1) Falsification of Theories 88(1) Expansion of Theories 89(1) Reduction of Theories 89(1) Knowledge, Foundationalism, and Fallibilism 90(8) Knowledge, Belief, and Theories of Truth 90(3) Foundationalism, the K-K Thesis, the ``Philosophers' Fallacy,'' and Fallibilism 93(2) Questions for Analysis and Discussion 95(3) The Rise and Fall of Historical Relativism in Philosophy of Science 98(49) Relativism Versus Absolutism 98(16) Cultural/Moral Relativism 99(1) On Cultural/Moral Relativism: For Reason 100(2) Rationality Relativism and the ``Strong Thesis'' 102(3) On Rationality Relativism: For Reason 105(2) Reality Relativism 107(4) On Reality Relativism: For Reason 111(3) Historical Relativism 114(23) Kuhnian Relativism 114(4) On Paradigms and Weltanschauungen: For Reason 118(2) On Kuhnian Relativism: For Reason 120(6) Feyerabend's Relativism 126(3) Incommensurability, Scientific Progress, and Reality Relativism 129(2) On Feyerabend's Incommensurability: For Reason 131(2) Feyerabend's-Conceptual Framework Relativism 133(2) Feyerabend's Attack on Science 135(2) The Rise and Fall of Historical Relativism 137(10) Questions for Analysis and Discussion 142(5) Post-Relativistic Philosophy of Science 147(41) Imre Lakatos's Historical Empiricism 148(8) Justificationism, Dogmatic Falsificationism, and Naive Falsificationism 149(2) Acceptance, Pursuit, and Rationality in Science 151(2) The Methodology of Scientific Research Programmes 153(3) Laudan's Historical Empiricism 156(14) The ``Early Laudan'' Theory of Science 158(3) On Progress and Its Problems: For Reason 161(3) Laudan's Science and Values 164(4) On Science and Values: For Reason 168(2) Scientific Realism: An Introduction 170(13) Realism and the Success of Science 172(5) Scientific Realism and Logical Empiricism 177(2) Scientific Realism and Quantum Mechanics 179(3) Scientific Realism: Conclusion 182(1) Philosophy of Science and Marketing 183(5) Questions for Analysis and Discussion 184(4) On Science, Qualitative Methods, and Marketing Research 188(33) The Sciences Versus Nonsciences Controversy 188(11) Relativism and the Nature of Science 189(1) On Relativism and the Nature of Science: For Reason 189(2) Revisiting the Nature of Science Arguments 191(3) Is the Relativist Nature of Science Argument a Straw Man? 194(2) Weak-Form Relativism 196(3) The Positivism Versus Qualitative Methods Controversy 199(22) Misconceptions About Positivism 200(1) Quantitative Methods 201(1) Causality 202(2) Determinism and the Machine Metaphor 204(1) Reality and Reification 205(3) Functionalism 208(2) On Antipositivism: For Reason 210(1) Positivism Versus Contemporary Antipositivism 210(2) Paradigm Dominance in Marketing, Management, and Consumer Research 212(1) The Dominance of Positivism: A Postmodern View 212(2) Logical Empiricism as the Dominant Paradigm 214(1) Confusions About Logical Empiricism 215(1) Does Logical Empiricism Dominate? 216(1) Conclusion: For Reason 217(2) Questions for Analysis and Discussion 219(2) On Truth and Marketing Research 221(32) The Nature of Truth 222(1) Truth and Scientific Realism 223(4) Not an Entity 225(1) Not with Certainty 226(1) Not Equal to Pragmatic Success 227(1) Relativistic Truth 227(3) Truth Should Be Abandoned 230(7) The Falsity of Realism 230(1) On the Falsity of Realism: For Reason 231(1) Reticulational Philosophy and Truth 232(2) On Reticulational Philosophy: For Reason 234(1) Truth and ``Utopianism'' 235(1) On Utopianism: For Reason 236(1) The Philosophers' Fallacy Revisited 237(1) TRUTH and truth 238(4) Postmodernism and Dogmatic Skepticism 240(1) On Marketing and Noncontradiction: For Reason 241(1) Truth, Reality Relativism, and Idealism 242(4) Relativistic Reality 242(2) On Relativistic Reality: For Reason 244(2) For Truth 246(7) Trust, Science, Realism, and Ethics 247(1) Trust and Ethics 248(2) Questions for Analysis and Discussion 250(3) On Objectivity and Marketing Research 253(32) The Nature of Objectivity 253(7) Objectivity and Objectivism 256(1) On Objectivism: For Reason 257(3) Logical Empiricism, Falsificationism, and Objectivity 260(5) Are the Social Sciences Inherently Subjective? 263(2) Historical Relativism and Objectivity 265(3) For Objectivity: The ``Negative Case'' 268(12) Linguistic Relativism 270(2) Paradigms Are Incommensurable 272(1) Facts Underdetermine Theories 273(2) The Psychology of Perception 275(2) Epistemically Significant Observations 277(3) For Objectivity: The Positive Case 280(5) Questions for Analysis and Discussion 281(4) On Scientific Realism and Marketing Research 285(26) For Realism 285(7) Fundamental Tenets of Scientific Realism 286(2) Implications of the Fundamental Tenets of Scientific Realism 288(1) Physics 288(2) Biology 290(1) Marketing and the Social Sciences 291(1) Critical Realism 292(5) The Critical Realism of Niiniluoto 293(2) The Critical Realism of Sayer 295(2) A Realist Theory of Empirical Testing 297(10) The Realist Model 290(12) Muller-Lyer Revisited 302(1) Threats to Objectivity 303(3) Implications for Marketing and Social Science 306(1) A Final Note: For a Commencement 307(4) Questions for Analysis and Discussion 308(3) References 311(20) Index 331