Truth in Marketing Theory and Research

1990110 citationsJournal Article

Authors

Abstract

The traditional view of truth as the central goal of marketing theory and research has been questioned in marketing's crisis literature by proponents of relativistic truth and critical relativism. Hunt reviews the development of the relativist views on truth. He then discusses a philosophy of science, scientific relativism, that retains truth as the overriding objective of theory and research.

Topics & Keywords

Management and Marketing Education Corporate Identity and Reputation Consumer Behavior in Brand Consumption and Identification

UN Sustainable Development Goals

Peace, Justice and strong institutions

Publication Details

Published in: Journal of Marketing

Volume 54, Issue 3, pp. 1-1

DOI: 10.2307/1251812

Field-Weighted Citation Impact: 1.17