PARADIGMS IN CONSUMER BEHAVIOR
Sabrina Oktoria Sihombing
- Publisher: Universitas Gadjah Mada
Gadjah Mada International Journal of Business
(issn: 1411-1128, eissn: 2338-7238)
HF5001-6182 | Business
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 critic...