PARADIGMS IN CONSUMER BEHAVIOR
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 criticized the domination of logical...
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| Format: | Article |
| Language: | English |
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Universitas Gadjah Mada
2011-05-01
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| Series: | Gadjah Mada International Journal of Business |
| Online Access: | https://jurnal.ugm.ac.id/gamaijb/article/view/5635 |