In Defense of Bumbling

Joseph W. Alba

Journal of Consumer Research, 2012, vol. 38, issue 6, 981 - 987

Abstract: Throughout its history, consumer research has expressed nonuniform levels of affinity for alternative scientific styles. Fondness for the theory-oriented hypothetico-deductive approach has been understandably high, as there is much to recommend it. However, no approach is without shortcomings, and alternative approaches may offer unique avenues to knowledge development. The observations contained in this article are meant to illustrate some disadvantages of a monolithic view and, in so doing, foster tolerance of a research style that has been less favorably received.

Date: 2012
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