Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Click here for more information on Marketing Management

Sign In to gain access to subscriptions and/or personal tools.
Marketing Theory
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via HighWire
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Tadajewski, M.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

Incommensurable paradigms, cognitive bias and the politics of marketing theory

Mark Tadajewski

School of Management, University of Leicester, UK, mt66{at}le.ac.uk

This paper examines the treatment of paradigm incommensurability in marketing theory. It is not the first to tackle the issue, although I will argue that existing attempts to negotiate the incommensurability thesis fail on their misunderstanding of Kuhn's work. I then highlight Kuhn's own shifting position regarding the incommensurability thesis. Despite Kuhn's proposal that incommensurability can be overcome, such a strategy would be risky in an environment where cognitive bias indicates a continued subscription to logical empiricism and behavioural scientific modes of inquiry.

Key Words: marketing theory • multiple paradigm research • paradigm incommensurability

Marketing Theory, Vol. 8, No. 3, 273-297 (2008)
DOI: 10.1177/1470593108093557
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?


This article has been cited by other articles:


Home page
 Marketing TheoryHome page
M. Tadajewski and M. Saren
The past is a foreign country: amnesia and marketing theory
Marketing Theory, December 1, 2008; 8(4): 323 - 338.
[Abstract] [PDF]

Home page
 Marketing TheoryHome page
M. Tadajewski
Final thoughts on amnesia and marketing theory
Marketing Theory, December 1, 2008; 8(4): 465 - 484.
[Abstract] [PDF]