Nomic necessity in marketing theory: The issue of counterfactual conditionals
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 1
Abstract
One of the well-established characteristics of lawlike generalizations is nomic necessity, i.e., the quality of universality or inevitability. In turn, the ability to support so-called “counterfactual conditionals” is considered the hallmark of lawlike statements which possess nomic necessity. Unfortunately, there seems to be some inconsistent interpretation of this counterfactual-support requirement, revealed even in some of the most prominent works on the subject in the field of marketing. This paper represents an attempt to clarify the situation.
Keywords
Purchase Intention, Breaking Point, Retail Trade, Market Theory, Marketing Theory
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