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Marketing Theory, Vol. 8, No. 3, 273-297 (2008)
DOI: 10.1177/1470593108093557

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


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