The reconciliation of humanism and positivism in the practice of consumer research: A view from the trenches

Journal of the Academy of Marketing Science · 1992 · Volume 20 · Issue 2

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.

Keywords

Causal Explanation, Consumer Research, Multiple Reality, Liberal Naturalist, Member Check

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