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The Reconciliation of Humanism and Positivism in the Practice of Consumer Research: A View from the Trenches

Author

Listed:
  • Timothy B. Heath

    (PITT - University of Pittsburgh - Pennsylvania Commonwealth System of Higher Education (PCSHE))

Abstract

Consumer researchers commonly assert that humanism differs from positivism (what is referred to here as naturalism) on a number of dimensions. However, it is shown here that once terminological differences and methodological similarities are recognized, the remaining differences between humanism and naturalism within consumer research are few. While arguments persist at the philosophical extremes, it appears that practicing researchers have achieved considerable reconciliation.

Suggested Citation

  • Timothy B. Heath, 1992. "The Reconciliation of Humanism and Positivism in the Practice of Consumer Research: A View from the Trenches," Post-Print hal-00670508, HAL.
    • Handle: RePEc:hal:journl:hal-00670508
    DOI: 10.1177/0092070392202002
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    Cited by:

    1. Schindler, Robert M. & Minton, Elizabeth A., 2022. "What becomes sacred to the consumer: Implications for marketers," Journal of Business Research, Elsevier, vol. 151(C), pages 355-365.
    2. Mark F. Peterson, 1998. "Embedded Organizational Events: The Units of Process in Organization Science," Organization Science, INFORMS, vol. 9(1), pages 16-33, February.
    3. Youngjin Bahng & Jung-Ha Yang & Andrew Reilly, 2016. "A qualitative approach to understanding Hawaiian apparel manufacturers' exports: strategic marketing resources, dynamic capabilities and export barriers," International Journal of Export Marketing, Inderscience Enterprises Ltd, vol. 1(1), pages 96-113.

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