Marketing Pragmatism: a Constructive Review of Pragmatic Philosophy and Implications For Consumer Research

Dan Silcock, University of Bath, UK
This paper promotes pragmatism as a viable middle ground philosophy for consumer research. It contributes by delineating previous literature into three distinct versions of pragmatism and outlines several advantages to a wider adoption of pragmatic thought, including potential for improving connections between methodological camps.
[ to cite ]:
Dan Silcock (2015) ,"Marketing Pragmatism: a Constructive Review of Pragmatic Philosophy and Implications For Consumer Research", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 212-217.