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Beyond the Marketing Philosophy: Context and Intention in the Explanation of Consumer Choice

Foxall, Gordon Robert ORCID: 2004. Beyond the Marketing Philosophy: Context and Intention in the Explanation of Consumer Choice. Philosophy of Management 4 (1) , pp. 67-85.

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The intentional stance and the contextual stance are inextricably interdependent in the production of acomprehensive explanation and means of predicting complex human behaviour. This is illustrated in the context of the expectation of attitudinal-behavioural consistency which has long lain at the heart of both marketing science and social psychology. In practice, cognitively-inclined attitude theory and research leans on the contextual stance in order to formulate the heuristic overlay of mental interpretation in which it primarily presents its predictive and explicative accounts of behaviour. Behaviour analysis has traditionally eschewed this approach, maintaining that it can generate an exclusively extensional accountof complex behaviour. It is argued that while the cognitive and behaviour analytic approaches produce equally effective predictions of behaviour, an adequate explanation of human activity requires the addition of the kind of interpretive overlay advocated by Dennett in which the relationship between extensional science and intensionalistic interpretation is clarified. The resulting framework of analysis, intentional behaviorism provides an inclusive paradigm.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
Publisher: Libri Publishing
ISSN: 1740-3812
Last Modified: 21 Oct 2022 10:01

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