Chapter 1
1. “Learn HOW to think not WHAT to think” is the tagline of the Critical Thinker Academy, an online critical thinking resource at http://www.criticalthinkeracademy.com/
2. Scriven (2011).
3. De Groot (1969), p. 18–19.
4. Hall (2005), p. 15.
5. Boog (2010).
Chapter 2
1. Bunge (2009), p. 3.
2. Wikipedia, retrieved from http://en.wikipedia.org/wiki/Scientific_method
3. LeBlanc (1998), p. 303.
4. BonJour (2010), p. 311.
5. Ladyman (2002), p. 265.
6. Rudner (1966), p. 1.
7. Grapentine and Teas (2008).
8. Everitt (1995), p. 53.
9. Ladyman (2002), p. 50.
10. Wikiquote, retrieved from http://en.wikiquote.org/wiki/Daniel_Patrick_Moynihan
11. Bunge (2005), p. 171.
12. More broadly, a “fact” need not be known, but potentially known. For example, there are “facts” surrounding how we one day will cure cancer through the manipulation of genes.
13. Hunt (2003), p. 222.
14. There are other kinds of knowledge such as a priori knowledge (e.g., mathematical knowledge), and knowledge by acquaintance, which is knowledge obtained by personal acquaintance with an object (e.g., your knowledge that what you are reading is a “book”). If you would like to explore this topic in more detail, see Everitt (1995).
15. Everitt (1995), p. 12.
16. LeBlanc (1998), p. 304.
17. Hunt (2003), p. 12.
18. To readers with a background in epistemology, I know that I am simplifying this definition of knowledge. But to make it any more complex serves no useful purpose. As we progress, our definition of knowledge will evolve.
19. One interpretation of “proper” could be that one’s justification does not “depend on any falsehood” (Feldman, 2003, p. 37).
20. Everitt (1995), p. 50.
Chapter 4
1. Paul Weis law firm, retrieved from http://www.paulweiss.com/resources/news/detail.aspx?news=1281
2. Jargon (2011), p. B1.
3. Bishop and Trout (2005), p. 12.
4. Gilovich (1991), p. 55.
5. Burton (2008), p. 3.
6. Harsh and Neisser (1992), p. 10.
7. Harsh and Neisser (1992), p. 10.
8. Harsh and Neisser (1992), p. 10.
9. Harsh and Neisser (1992), p. 10.
10. Chapman and Chapman (1969), pp. 271–280.
11. Chapman and Chapman (1969), p. 271.
12. Fine (2001), p. 87.
13. Bishop and Trout (2005), p. 43.
14. Breillat (2011).
15. Wikepedia: http://en.wikiquote.org/wiki/Donald_Rumsfeld
16. Wikipedia: “Through its German name, “Propyläen” (from the Greek προπúλαιον, propylaion, pl. προπúλαια, propulaia, an entryway to a building), which can be translated to English as ‘Propylaea,’ the periodical, including its various themes, was to represent a uniquely cultural ‘entryway’; and thus, it symbolized the building that is life into which the artist is required to enter.”
17. Gage (1980), p. 7.
Chapter 5
1. Dewitt (2004), p. 3.
2. Dewitt (2004), p. 4.
3. Dewitt (2004), p. 73.
4. Dewitt (2004), pp. 137–138.
5. Pritchard (2006) p. 169.
6. I draw this analogy from Dewitt (2004), pp. 5–10.
7. Retrieved from http://en.wikipedia.org/wiki/Philip_Kotler
8. Kotler (1988), p. 13.
9. Kotler (1998), p. 14.
10. Kotler (1998), p. 17.
11. Day (2011).
12. O’Brien (2011).
13. In the 2000s, Nokia had distributed a few CDMA phones to the United States but the product offering was limited. Additionally, Nokia built a clamshell phone for the U.S. market, but it was a while after Motorola’s StarTac had established a huge following and other manufacturers had already launched theirs. Nokia’s first clamshell was much thicker and clunkier than the sleek models Motorola and other manufacturers had already begun having so much success with.
14. Kane (2011).
15. Kane (2011).
16. Schultz (2011), p. 11.
17. Schultz (2010), p. 11.
18. Dewey (2010), pp. 7–8.
19. Letzing (2011), p. A4.
20. Kirca et al. (2005)
21. Scale is adapted from Narver (1990).
22. Narver (1990).
Chapter 6
1. Retrieved from: http://www.en.wikipedia.org/wiki/Pseudoscience
2. Retrieved from: http://www.grammar.ccc.commnet.edu/grammar/grammarlogs/grammarlogs106.htm
3. Yang (2012).
4. Bunge (2009), p. 14.
5. Browne (1998).
6. Aneshensel (2002), p. 32.
7. Priest (2000), p. 1.
8. Belch (2001), p. 149.
9. Belch (2001), p. 149.
10. Hunt (2010), p. 111.
11. Aneshensel (2002), p. 65.
12. Fowler (2011), p. B1.
13. Retrieved from https://www.blogs.zoho.com/general/apples-revenue-history
14. See: http://www.pontoons.com/ptx_performance/ptx_advantage_video/
15. Retrieved from: http://www.nwlink.com/~donclark/hrd/development/reflection.html
16. Retrieved from: http://www.nwlink.com/~donclark/hrd/development/reflection.html
Chapter 7
1. Grapentine (1995), p.18.
2. Malhotra (2010), p. 692.
3. Nunnally (1994), p. 85.
4. A client allowed me to publish the results of a study examining these issues, which appears in Teas (1991).
5. Aneshensel (2001), p. 32.
6. Clearly, there are situations when you have to deploy a “one attribute” strategy to stay competitive such as reducing a product’s price to remain competitive.
7. Sheth (1972), pp. 562–575.
8. There are interviewing techniques that can help uncover such constructs, but it is beyond the scope of this book to discuss them. One such method is called the “projective technique.” For a discussion on this method, see Malhotra (2010), pp. 157–158.
9. Cutler (2006), p. 38.
10. Pinker (1994), p. 48.
11. Zaltman (1995), p. 37.
12. Cutler (2006), p. 38.
13. Ulwick (2002), p. 5.
14. If you want to learn more about selected research methods designed to uncover perceptual or psychological constructs, see Malhotra (2010), pp. 157–163, and Cutler (2006).
Chapter 8
1. Bagozzi (1980), p. 1.
2. Harré (1975), p. 86
3. Retrieved from http://www.en.wikipedia.org/wiki/Clara_Peller
4. Hardman (2004), retrieved from http://www.eurekalert.org/pub_releases/2004–10/cp-cvp101204.php
5. Earls (2007).
6. Brodbeck (1988), pp. 293–294. (Terry: See Hunt p. 82)
7. Bagozzi (1980), p. 1.
8. Malhotra (2012), p. 220.
9. Malhotra (2012), p. 220.
10. Malhotra (1993), p. 530.
11. Naik (2005), p. 31
12. Bagozzi (1980), pp. 17–18.
13. Clark (2011), p. B1.
14. Bagozzi (1980), p. 1.
Chapter 9
1. The following discussion of the coherence theory of empirical justification draws heavily from the work of Laurence BonJour, professor of philosophy at the University of Washington.
2. BonJour (1985) p. 92.
3. I do not address the somewhat contentious issue that a priori knowledge is subject to revision based on experience, just as Euclidian geometry was found not to describe the universe we live in. We will leave those debates to philosophers.
4. BonJour (1985), p. 90.
5. Teas (1997), pp. 52–67
6. Teas (1993), pp. 18–34.
7. Teas (1993), pp. 18–34.
8. The literature discusses additional elements of the coherence theory of empirical justification. I am focusing only on those elements that I feel will help the reader understand this theory and apply it to marketing decision making. For more information on this topic, see BonJour (1985).
9. Retrieved from http://www.investopedia.com/terms/b/behavioraleconomics.asp#axzz1eLyQu2zL
10. Welch (2010).
11. Dooly (2006).
12. Lindstrom (2008), p. 60.
13. Webster’s College Dictionary (1991).
14. Colyer (2003) retrieved from http://www.brandchannel.com/features_effect.asp?pf_id=167
15. Webster’s College Dictionary (1991).
16. Retrieved from http://www.precisionintermedia.com/color.html
17. Koller (2011), pp. 1154–1176.
18. Bustillo (2011), p. 1.
Chapter 10
1. Retrieved from http://www.philosophy.hku.hk/think/logic/whatislogic.php
2. LeBlanc (1998), p. 2.
3. Ladyman (2002), p. 264.
4. Doyle (1986), pp. 363–364.
5. deLaplante (2011), Basic Concepts in Logic and Argumentation, Part 2.1.
6. Ladyman (2002), p. 266.
7. Newman (2010), retrieved from: http://www.money.usnews.com/money/blogs/flowchart/2010/08/19/10-great-companies-that-lost-their-edge
8. Dezemer (2012), p. B2.
9. Morris (2003).
10. Lipton (2004).
11. Lipton (2004), pp. 184–193.
12. The following examples are drawn from http://www.baam.emich.edu/baamsciencelessons/baammillsrules.htm
13. Mill (1859), p. 224.
14. Mill (1859), p. 225.
15. Bustillo (2011), p. B1.
16. Mill (1859), p. 226.
17. Sagan (1996).
18. Paine (1998).
19. Hubbard (2010).
20. Pritchard (2010), p. 169.
21. Mander (1946), p. vii.
Chapter 11
1. Hall (2005), p. 322.
2. Carroll (2005), p. 238.
3. LeBlanc (1998), p. 164.
4. Carroll (2005), p. 236.
5. Sharp (2010), p. 52.
6. Sharp (2010), p. 216.
7. Carroll (2005), p. 108.
8. Available at http://www.austhink.com/
9. Hubbard (2010).
10. Retrieved from http://www.logicalfallacies.info/presumption/subjectivist/ (reprinted with permission).
11. Naver (1990), pp. 20–35.
12. Retrieved at http://www.taberconsulting.com/download/fallacies.htm
Chapter 12
1. Hunt (2010), p. 4.
2. Hunt (2010), p. 4.
3. Miller (1962), p. 58.
4. Schiffman (2007), p. 154.
5. Miller (1962), pp. 57–61.
6. Rudner (1966), p. 10.
7. Merriam (2010).
8. Kasser (2006), p. 175.
9. deLaplante (2010).
10. Kalra (2011), pp. 1098–1114.
11. Tversky (1974), pp. 1124–1131.
12. Kahneman (2011).
13. Kahneman (2011), p. 119.
14. Grapentine (2009).
15. For more information on how these statements and law-like generalizations are formulated, see Hunt’s Marketing Theory, Chapter 4, especially, pp. 121–124.
16. Schiffman (2007), p. 540.
17. Hunt (2010), pp. 124–129.
18. Sharp (2010).
19. Sharp (2010), pp. 216–217.
Chapter 13
1. I use the same quote as Jaccard (2010) uses in his Chapter 4, “Creativity and the Generation of Ideas”
2. Jaccard (2010), pp. 48–72.
3. Malhotra (2010), p. 42.
4. Eisenhardt (1989), pp. 532–550.
5. Kalra (2011), pp. 1098–1114.
6. Sometimes, to get free downloads of articles, you need to be on a university/college campus and log into their Wi-Fi network.
7. Jaccard (2010), pp. 49–50.
8. Retrieved from http://www.bpusathletes.com/promos/
9. Malhotra (2010), p. 206.
10. Jaccard (2010), p. 52.
11. Pink (1998).
12. Pink (1998).
13. Belch (2001), p. 152.
14. McGuire (2004), pp. 11–30.
15. Goetz (2012).
16. “Schumpeter” column from The Economist (2012) retrieved at http://www.economist.com/node/21551455
Chapter 14
1. Williams (2001), p. 17.
2. Hutchinson (2012).
3. Romano (2012), p. 1.
4. A version of this article originally appeared in Marketing Research: A Magazine of Management and Applications fall 2011. See Grapentine (2011), pp. 30–31.
5. Gould (1988), p. 159.
6. Ladyman (2002), p. 268.
7. Gould (1988), p. 159.
8. Keller (1983), p. 198.