PARADIGMS IN CONSUMER BEHAVIOR

Article English OPEN
Sabrina Oktoria Sihombing (2011)
  • Publisher: Universitas Gadjah Mada
  • Journal: Gadjah Mada International Journal of Business (issn: 1411-1128, eissn: 2338-7238)
  • Related identifiers: doi: 10.22146/gamaijb.5635
  • Subject: 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... View more
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