PARADIGMS IN CONSUMER BEHAVIOR

A paradigm influences Iv/tat 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 I980s. Many researchers criticized the domination of logical empiricism paradigm and offered alternative paradigm to understand marketing and consumer behavior. This article discuss several paradigms and methodology. which are part of qualitative paradigm, and compares them with positivism paradigm. This article will also point to the importance of reconciliation between qualitative and quantitative paradigm in older to improve marketing and consumer behavior studies. Keywords: aliernalive paradigms: meihodologics: paradigmpositivis