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  • Positivism and Interpretativism

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    Dante Edwards
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    Artigo de comportamento do consumidor

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    Artigo de comportamento do consumidor

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    © All Rights Reserved
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    28 visualizzazioni15 pagine

    Positivism and Interpretativism

    Caricato da

    Dante Edwards
    Artigo de comportamento do consumidor

    Copyright:

    © All Rights Reserved
    Scarica in formato PDF o leggi online su Scribd
    Segnala contenuti inappropriati
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    Alternative Ways of Seeking Knowledge in Consumer Research Laurel Anderson Hudson; Julie L. Ozanne The Journal of Consumer Research, Vol. 14, N ..4 (Mar., 1988), 508-521, Stable URL: butp//links jstor.org/sici?sici=0093-5301% 28 198803%29 14% 3A4%3C508%3A AW OSKI%3E2.0,CO%3B2-1 The Journal of Consumer Research is currently published by Journal of Consumer Research Ine. ‘Your use of the ISTOR archive indicates your acceptance of JSTOR’s Terms and Conditions of Use, available at hhup:/www.jstororg/about/terms.hml. JSTOR’s Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your personal, non-commercial use. Please contact the publisher regarding any further use ofthis work. Publisher contact information may be obtained at hup:/www jstor-org/journals/jer-ine.hml. Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the sereen or printed page of such transmission, STOR is an independent not-for-profit organization dedicated to creating and preserving a digital archive of scholarly journals, For more information regarding JSTOR, please contact jstor-info@ umich edu, hupslwww jstor.org/ ‘Tuo Feb 3 06:56:02 2004 Alternative Ways of Seeking Knowledge in Consumer Research LAUREL ANDERSON HUDSON, JULIE L. OZANNE* “Two of the predominant approaches to gaining knowledge inthe social sciences a the postvist and interpretive approaches. Diferent phiosophcal assumptions land goals underie both. We are better abo to s the stongins and weaknesses in the two approaches by companng and contrasting dierent perspectives; ths |uxtaposton essential ie ar to mprove the ways in which we sty consumers, In arte, we demonstra the infuonce of assumptions on diferent research processes, ate problems inherent noth perspectives, pont out the range of po jons within the interpretive approach, and discuss the ramifications of verse ‘ways of seeking knowledge for consumer research, DM 2zzezsotscsine know abou consumes exist. Knowledge may be gained from such dic verse approaches as reading a novel to conducting @ laboratory experiment, Each form of knowledge is valuable, However, as individual researchers, we must choose the processes through which we gain knowledge. (Our field is dominated by various versions of positivism (Anderson 1986), even though the problems of positiv- ism are well articulated inthe literature Anderson 198. Olson 1981; Peter and Olson 1983). However, the in- terpretive approach is beginning to receive some atten tion as an alternative way of seeking knowledge (Belk, Sherry, and Wallendort 1988; Hirschman 1985, 1986, Holbrook 1986; Hudson and Murray 1986; Solomon 1986; Wallendorf 1987). ‘The purpose of this article isto explore the assump- tions and goals that underlie the two predominant ap- proaches to gaining knowledge in the social sciences. By comparing positivism to interpretivism, we seek to highlight the existence of a number of diverse ways of seeking knowledge. Both of these research approaches include theories and methods based on different goals and underlying assumptions (Anderson 1986; Geertz 1973; Laudan 1984; Shulman 1986), These underlying philosophical assumptions include beliefs about the hature of reality, of social beings, and of what consti- Laurel Anderson Hudson is Assistant Profesor of Commerce, Metntie School of Commerce, Univesity of Virginia, Charlotesile, YA 22903, Julie L, Ozanne is Assistant Professor of Marketing, De- partment of Marketing, Virginia Polytechnic Institute and State Uai- ‘ersity, Blacksburg. VA 24061. The authors wish to thank Paul An-

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