PARADIGMS IN CONSUMER BEHAVIOR
Abstract
A paradigm influences what we see and conceive about certain facts. Paradigm can also influence what we accept as a truth. Yet, the debate over which paradigm and methodology is best suit for marketing and consumer behavior has begun since 1980s. Many researchers criticized the domination of logical empiricism paradigm and offered alternative paradigm to understand marketing and consumer behavior. This article discusses several paradigms and methodology, which are part of qualitative paradigm, and compares them with positivism paradigm. This article will also point to the importance of reconciliation between qualitative and quantitative paradigm in order to improve marketing and consumer behavior studies
References
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Golder, P. N. 2000. Historical method in marketing research with new evidence on long-term market share stability. Journal of Marketing Research 37: 156-172.
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Hirschman, E. C. 1986. Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing Research 23: 237-249.
Hirschman, E. C. 1988. The ideology of consumption: A structural-syntactical analysis of “Dallas” and “Dynasty.” Journal of Consumer Research 15: 344-354.
Holbrokk, M. B., and J. O’Shaughnessy. 1988. On the scientific status of consumer research and the need for an interpretive approach to studying consumption behavior. Journal of Consumer Research 15: 398-402.
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Hunth, S. D. 1991a. Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science. Ohio: South-Western Publishing.
_____________. 1991b. Positivism and paradigm dominance in consumer research: Toward critical pluralism and rapprochement. Journal of Consumer Research 18: 32-44.
_____________. 1994. On rethinking marketing: Our discipline, our practice, our methods. European Journal of Marketing 28 (2): 13-25.
Jaccard, J., and P. Dittus. 1990. Idiographic and nomothetic perspectives on research methods and data analysis. In Research Methods in Personality and Social Psychology. Clyde H., and M. S. Clark (eds.). California: Sage.
Kavanagh, D. 1994. Hunt versus Anderson: Round 16. European Journal of Marketing 28: 26-41.
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Misiak, H., and V. S. Sexton. 1973. Phenomenological, Existential, and Humanistic Psychologies. New York: Grune & Stratton.
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Pervin, L. A. 1996. Personality: A view of the future based on a look at the past. Journal of Research in Personality 30: 309-318.
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Peter, J. P. 1983. Some philosophical and methodological issues in consumer research. In Marketing Theory: The Philosophy of Marketing Science. Shelby D. Hunt. Illinois: Richard D. Irwin.
Ritson, M., and E. Richard. 1999. The social uses of advertising: An ethnographic study of adolescent advertising audiences. Journal of Consumer Research 26: 260-277.
Ritzer, G. 1992. Sosiologi : Ilmu Pengetahuan Berparadigma Ganda . Jakarta: Rajawali Press.
Sauer, W. J., N. Nighswonger, and G. Zaltman. 1983. Current issues in philosophy of science: Implications for the study of marketing. In Marketing Theory: The Philosophy of Marketing Science. Shelby D. Hunt. Illinois: Richard D. Irwin.
Savitt, R. 1980. Historical research in marketing. Journal of Marketing 44: 52-58.
Sheth, J. N., D. M. Gardner, and G. E. Dennis. 1988. Marketing Theory : Evolution and Evaluation. New York: John Wiley & Sons.
Siegel, H. 1988. Relativism for consumer research? (Comments on Anderson). Journal of Consumer Research 15: 129-132.
Smith, R. A., and D. S. Lux. 1993. Historical method in consumer research: Developing causal explanations of change. Journal of Consumer Research 19: 595-610.
Soeroso. 1984. Ilmuwan politik dan ilmu politik alternatif. Kompas (November 30).
Spiggle, S. 1994. Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research 21: 491-503.
Stern, B. B. 1989. Literary criticism and consumer research: Overview and illustrate analysis. Journal of Consumer Research 16: 322-334.
Stern, B. B. 1993. Feminist literary criticsm and the deconstruction of ads: A postmodern view of advertising and consumer responses. Journal of Consumer Research 19: 556-566.
Stern, B. B., and J. Schroeder. 1993. Interpretive methodology from art and library criticism: A humanistic approach to advertising imagery. European Journal of Marketing 28: 114-132.
Thompson, C. J. 1989. Putting consumer experience back into consumer research: The philosophy and method of existential-phenomenology. Journal of Consumer Research 16: 133-146.
_____________. 1990. The lived meaning of free choice: An existential-phenomenological description of everyday consumer experiences of contemporary married women. Journal of Consumer Research 17: 346-361.
_____________. 1997. Interpreting consumers: A hermeneutical framework for deriving marketing insights from the texts of consumers’ consumption stories. Journal of Marketing Research 34: 438-455.
Thompson, C. J., P. R. Howard, and W. B. Locander. 1994. The spoken and the unspoken: A hermeneutic approach to understanding the cultural viewpoints that underlie consumers expresses meanings. Journal of Consumer Research 21: 433-452.
Wibisono, K. 1982. Arti Perkembangan: Menurut Filsafat Positivisme Auguste Comte. Yogyakarta: Gadjah Mada University Press.
Wilardjo, L. 1986. Menggusur dominasi logika-empirisme. In Ilmu dalam Perspektif Moral, Sosial, dan Politik: Sebuah Dialog Tentang Dunia Keilmuan Dewasa ini. Jujun S. Suriasumantri (ed.). Jakarta: PT. Gramedia.
Yin, R. K. 1989. Case Study Research: Design and Methods. London: Sage.
_____________. 1993. Applications of Case Study Research . London: Sage.
Arnould, E. J., and M. Wallendorf. 1994. Market-oriented ethnography: Interpretation building and marketing strategy formulation. Journal of Marketing Research 31: 484-504.
Bertens, K. 1987 . Panorama Filsafat Modern . Jakarta: PT. Gramedia.
Chalmers, A. F. 1983. Apa Itu Yang Dinamakan Ilmu. Jakarta: Hasta Mitra.
Delfgauw, B. 1988. Filsafat Abad 21 . Yogyakarta: PT. Tiara Wacana.
Deshpande, R. 1983. Paradigma lost: On theory and method in research in marketing. Journal of Marketing 47: 101-110.
Easterby, S. M., R. Thorpe, and A. Lowe.1991. Management Research: An Introduction . London: Sage.
Ekelund, R. B., and R. F. Hebert. 1997. A History of Economic Theory and Method . New York: McGraw-Hill.
Epstein, S. 1996. Recommendation for the future development of personality psychology. Journal of Research in Personality 30: 435-446.
Evered, R., and M. R. Louis. 1981. Alternative perspectives in the organization sciences: ‘Inquiry from the inside’ and ‘Inquiry from the outside.’ Academy of Management Review 6 (3): 385-395.
Fetterman, D. M. 1989. Ethnography: Step by Step . London: Sage.
Filstead, W. J. 1979. Qualitative methods: A needed perspective in evaluation research.
In Qualitative and Quantitative Methods in Evaluation Research. Thomas D. Cook, and Charles S. Reichardt (eds.). California: Sage.
Fleming, M. 1997. Critical theory between modernity and post modernity. Philosophy Today 41: 31-39.
Fullerton, R. A. 1988. How modern is modern marketing? Marketing’s evolution and the myth of the “Production Era.” Journal of Marketing 52: 108-125.
Golder, P. N. 2000. Historical method in marketing research with new evidence on long-term market share stability. Journal of Marketing Research 37: 156-172.
Heath, T. B. 1992. The reconciliation of humanism and positivism in the practice of consumer research: A view from the trenches. Journal of the academy of marketing science 20: 107-118.
Hirschman, E. C. 1986. Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing Research 23: 237-249.
Hirschman, E. C. 1988. The ideology of consumption: A structural-syntactical analysis of “Dallas” and “Dynasty.” Journal of Consumer Research 15: 344-354.
Holbrokk, M. B., and J. O’Shaughnessy. 1988. On the scientific status of consumer research and the need for an interpretive approach to studying consumption behavior. Journal of Consumer Research 15: 398-402.
Holbrokk, M. B., and E. C. Hirschman. 1995. The experiential aspects of consumption: Consumer fantasies, feelings, and fun. In Marketing Classics (8th eds.). Ben M. E., K. C. Keith, and M. P. Mokwa (eds.). New Jersey: Prentice-Hall.
Hudson, L. A., and J. L. Ozanne. 1988. Alternative ways of seeking knowledge in consumer research. Journal of Consumer Research 14: 508-521.
Hunth, S. D. 1991a. Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science. Ohio: South-Western Publishing.
_____________. 1991b. Positivism and paradigm dominance in consumer research: Toward critical pluralism and rapprochement. Journal of Consumer Research 18: 32-44.
_____________. 1994. On rethinking marketing: Our discipline, our practice, our methods. European Journal of Marketing 28 (2): 13-25.
Jaccard, J., and P. Dittus. 1990. Idiographic and nomothetic perspectives on research methods and data analysis. In Research Methods in Personality and Social Psychology. Clyde H., and M. S. Clark (eds.). California: Sage.
Kavanagh, D. 1994. Hunt versus Anderson: Round 16. European Journal of Marketing 28: 26-41.
Kuhn, Th. 1962. The Structure of Scientifics Revolutions. Chicago: University of Chicago Press.
Levy, S. J. 1996. Stalking the amphisbaena. Journal of Consumer Research 23: 163-176.
Lynch, J. G. 1999. Theory and external validity. Journal of the Academy of Marketing Science 27: 367-376.
Suseno, F. M. 1992. Filsafat Sebagai Ilmu Kritis. Yogyakarta: Kanisius.
Misiak, H., and V. S. Sexton. 1973. Phenomenological, Existential, and Humanistic Psychologies. New York: Grune & Stratton.
Morgan, G., and L. Smircich. 1980. The case for qualitative research. Academy of Management Review 5: 491-500.
Muncy, J. A., and R. P. Fisk. 1987. Cognitive relativism and the practice of marketing science. Journal of Marketing 51: 20-33.
Murray, J. B., and J. L. Ozanne. 1991. The critical imagination: Emancipatory interests in consumer research. Journal of Consumer Research 18: 129-144.
Nodoushani, O. 2000. Epistemological foundations of management theory and research methodology. Human Systems Management 19: 71-80.
Olson, J. C. 1983. Presidential address: 1981, toward a science of consumer behavior. In Marketing Theory: The Philosophy of Marketing Science. Shelby D. Hunt. Illinois: Richard D. Irwin.
Pervin, L. A. 1996. Personality: A view of the future based on a look at the past. Journal of Research in Personality 30: 309-318.
Peter, J. P. 1992. Realism or relativism for marketing theory and research: A comments on hunt’s ‘Scientific Realism.’ Journal of Marketing 56: 72-79.
Peter, J. P. 1983. Some philosophical and methodological issues in consumer research. In Marketing Theory: The Philosophy of Marketing Science. Shelby D. Hunt. Illinois: Richard D. Irwin.
Ritson, M., and E. Richard. 1999. The social uses of advertising: An ethnographic study of adolescent advertising audiences. Journal of Consumer Research 26: 260-277.
Ritzer, G. 1992. Sosiologi : Ilmu Pengetahuan Berparadigma Ganda . Jakarta: Rajawali Press.
Sauer, W. J., N. Nighswonger, and G. Zaltman. 1983. Current issues in philosophy of science: Implications for the study of marketing. In Marketing Theory: The Philosophy of Marketing Science. Shelby D. Hunt. Illinois: Richard D. Irwin.
Savitt, R. 1980. Historical research in marketing. Journal of Marketing 44: 52-58.
Sheth, J. N., D. M. Gardner, and G. E. Dennis. 1988. Marketing Theory : Evolution and Evaluation. New York: John Wiley & Sons.
Siegel, H. 1988. Relativism for consumer research? (Comments on Anderson). Journal of Consumer Research 15: 129-132.
Smith, R. A., and D. S. Lux. 1993. Historical method in consumer research: Developing causal explanations of change. Journal of Consumer Research 19: 595-610.
Soeroso. 1984. Ilmuwan politik dan ilmu politik alternatif. Kompas (November 30).
Spiggle, S. 1994. Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research 21: 491-503.
Stern, B. B. 1989. Literary criticism and consumer research: Overview and illustrate analysis. Journal of Consumer Research 16: 322-334.
Stern, B. B. 1993. Feminist literary criticsm and the deconstruction of ads: A postmodern view of advertising and consumer responses. Journal of Consumer Research 19: 556-566.
Stern, B. B., and J. Schroeder. 1993. Interpretive methodology from art and library criticism: A humanistic approach to advertising imagery. European Journal of Marketing 28: 114-132.
Thompson, C. J. 1989. Putting consumer experience back into consumer research: The philosophy and method of existential-phenomenology. Journal of Consumer Research 16: 133-146.
_____________. 1990. The lived meaning of free choice: An existential-phenomenological description of everyday consumer experiences of contemporary married women. Journal of Consumer Research 17: 346-361.
_____________. 1997. Interpreting consumers: A hermeneutical framework for deriving marketing insights from the texts of consumers’ consumption stories. Journal of Marketing Research 34: 438-455.
Thompson, C. J., P. R. Howard, and W. B. Locander. 1994. The spoken and the unspoken: A hermeneutic approach to understanding the cultural viewpoints that underlie consumers expresses meanings. Journal of Consumer Research 21: 433-452.
Wibisono, K. 1982. Arti Perkembangan: Menurut Filsafat Positivisme Auguste Comte. Yogyakarta: Gadjah Mada University Press.
Wilardjo, L. 1986. Menggusur dominasi logika-empirisme. In Ilmu dalam Perspektif Moral, Sosial, dan Politik: Sebuah Dialog Tentang Dunia Keilmuan Dewasa ini. Jujun S. Suriasumantri (ed.). Jakarta: PT. Gramedia.
Yin, R. K. 1989. Case Study Research: Design and Methods. London: Sage.
_____________. 1993. Applications of Case Study Research . London: Sage.
Published
2011-05-02
How to Cite
Oktoria Sihombing, S. (2011). PARADIGMS IN CONSUMER BEHAVIOR. Gadjah Mada International Journal of Business, 4(2), 149-175. Retrieved from https://jurnal.ugm.ac.id/v3/gamaijb/article/view/13801
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Gadjah Mada International Journal of Business by Master of Business Administration, Faculty Economics and Business, Universitas Gadjah Mada is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
