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Appraising Consumer Research: There's More to Vision than Meets the Eye Dipankar Chakravarti University of Arizona INTRODUCTION tance. Nor can I fairly represent the spectrum of views in our field. But I will attempt to sketch out my own position. Professor Sheth's retrospective on consumer research In our field, there is more to vision than meets the eye. (Sheth 1992) is a sharp and coherent indictment of the con- Perhaps because of fuzzy evaluation criteria, good scholar- temporary intellectual currents in the field. This distin- ship is often well hidden but dazzles when uncovered. The guished contributor alleges that, notwithstanding high threats to scholarship are also disguised and are exposed scores on scholarly output indices, the field appears to be only in the light of experience. Overall, my reading of the adrift and is gradually being marginalized in terms of its symptoms is not different from Sheth's. However, my diag- impact on marketing practice and consumer policy. Despite nosis and the prescription differ somewhat. elaborate conceptual frames decorated by elegant method, the literature offers only an impoverished substantive con- tribution. The researchers themselves practice and thrive on RECALLING THE MANDATE their own narcissistic rituals and spit venom when inter-
Journal of the Academy of Marketing Science – Springer Journals
Published: Sep 1, 1992
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