'Paradigms Regained': Humanities Theory and Empirical Research

C. A. RUSSELL, B. Stern

Advances in Consumer Research

2001, vol. 28, n°1, pp.177-181

Departments: Marketing

Analyzes the role of humanities as a source of theory and testable hypotheses. Analysis of consumer responses to product placement in a television sitcom; Demonstration of hypothesis testing on words embedded in modern day scripture; Role of marketing research in relationships marketing