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Schedules of Reinforcement
- Publisher
- Springer Journals
- Copyright
- 1992 Academy of Marketing Science
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1007/BF02723451
- Publisher site
- See Article on Publisher Site
Abstract
Abstract Consumer researchers commonly assert that humanism differs from positivism (what is referred to here as naturalism) on a number of dimensions. However, it is shown here that once terminological differences and methodological similarities are recognized, the remaining differences between humanism and naturalism within consumer research are few. While arguments persist at the philosophical extremes, it appears that practicing researchers have achieved considerable reconciliation.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Mar 1, 1992