A
Ad Hominem, 128, 154
Ameliorative psychology, 36–38
Analogy, 196–198
Anchoring, 176
Applied research, 167
Arguments
analysis, 147
components, 146
critical thinking, 145
deductive, 128–130, 141
hypothetical example
argument structure, 149–150
basis, 150–151
counter-arguments, 151–152
implied premises, 152
premises, 150
inductive
description, 130–131
enumerative induction, 132–133
IBE to ILE, 134–136
inductive reasoning tools, 136–139
inference to best explanation, 133–134
in logic, 128
marketing, 128
strengthening, 152–153
Aristotelian worldview
depiction of, 52
description, 48
disproving reasons, 49–50
Attributes
determinant, 14, 74
vs. perceptual constructs of products, 81–84
vs. perceptual constructs of services, 84–85
vs. psychological constructs
articulating constructs, 90–92
behavioral attributes, 85
construct-based strategies, 88
in marketing, 86–88
as social scientist, 92
Authority, appeal to, 154
B
Background knowledge, 210–214
Barrier tools, scientific reasoning
ameliorative psychology, 36–38
causal reasoning, 43
feeling of certainty, 39–40
marketing research budget,
44–45
pattern bias, 40–42
Basic research, 167
Begging the question, 146–147
Behavioral economics, 175–176
Belief
definition, 14–15, 113, 177
empirically based, 117
justification of, 113–115
logically connected, 116
product attribute, 177
self-consistent, 117
Brand loyalty construct, 68–69
Business reality, 209
Business Week, 3, 165
C
Capacity knowledge, 15
Captive business model, 11
Causal reasoning, 43
Causation
applying scientific reasoning, 108–109
consumer behaviors
free will, 99
measurement error, 100
predicting market
behavior, 100
unknown factors, 99
intrinsic nature, 96–99
in marketing, 96
natural factors
absence of other causal factors, 102–103
concomitant variation, 101
interaction effects, 104
moderating variables, 103–104
necessary, insufficient, and INUS conditions, 106–108
temporal sequence, 101
scientific reasoning and theory, 72–73
Coherence
definition, 114
empirically based belief, 117
justification of beliefs, 114–115
logically connected belief, 116
multiplicative effects, 123–124
scientific reasoning and theory, 71–72
self-consistent belief, 117
strengthening, 123
Coherent marketing belief systems
number of individual beliefs, 119–120
validity, 122–123
variety of sources
anthropology, 121
behavioral economics, 120
neuromarketing, 121
psychology, 121–122
Conclusion, 146
Constant conjunction, 105
Construct-based strategies, 88
Context of discovery, 168–169, 182–183
Contextual awareness, 79
Controlled experiments, 43
Counter-arguments, 151–152
Creative thinking
abstractions, 200
analogy, 196–198
case studies, 188–189
conventional wisdom, 202
imaging, 195–196
indirect problem solution, 198–199
metaphors, 196–198
molecule diagram, 203–204
opposite assumptions, 200–201
in and outside marketing,
202–203
paradoxical incidents, 195
participant observation, 192, 195
personal experience analysis, 188
practitioners’ rules of thumb, 189–190
role playing, 190–191
scale changes, 199
shifting unit analysis, 203
thought experiment, 191–192
variables, 199–200
why and what questions, 201
Critical reflection
assumption analysis, 78
contextual awareness, 79
definition, 78
imaginative speculation, 79
reflective skepticism, 79
Critical thinking
arguments, 145
background knowledge, 210–214
definition, 5
description, 127–128
Cytogenetics, 215
D
Deductive arguments, 128–130, 141
Deductive logic, 70
Definition, as thinking tools, 12–13
Determinant attributes, 14, 74
Dirichlet model. See negative binomial distribution
Double jeopardy law, 185
Duplication of purchase law, 186
E
Empirically based belief, 117
Enumerative induction, 132–133, 141
Epistemic exceptionalism, 44
Epistemic humility, 209
Epistemic virtue, 51
Epistemology of science, 12
Explanandum, 171
Explanans, 171
Explanation, 134
F
Fact, 15
Failed thinking, causes of, 7
Fallacist’s fallacy, 154
feeling of knowing, 39–40
Forbes, 3, 165
Fortune, 3
Free will, 99
G
Genuine explanations, 171
Good marketing theories, 166, 180–181
H
Hume’s problem of induction, 35
I
IBE. See inference to best explanation
ILE. See inference to loveliest explanation
Illusory correlation, 40
Imaginative speculation, 79
Individual belief, 51
Inductive arguments
description, 130–131
enumerative induction, 132–133, 141
IBE to ILE, 134–136
inductive reasoning tools
method of agreement, 136–138
method of concomitant variation, 139
method of difference, 138–139
inference to best explanation, 133–134
Inductive logic, 70–71
Inference to best explanation (IBE), 133–134
Inference to loveliest explanation (ILE), 128
Informal logic, 127–128
Interview discussion, Timothy D. Rey, 21–34
J
JND. See just-noticeable difference
Journal of Consumer Psychology, 122
Justification, 208
of belief, 113–115
context of, 168–169, 182–183
definition, 16, 105
Just-noticeable difference (JND), 168
K
Knowledge, 208
capacity, 15
propositional, 16
Knowledge creation methods
nonscientific method, 66–67
scientific method, 66
L
Law-like generalizations
necessity, 172–173
prediction, 173–174
understanding, 175–176
validity, 174–175
Law of buyer moderation, 185
Law of prototypicality, 186
Logic
deductive, 70
definition, 69
inductive, 70–71
informal, 127–128
Logical fallacy
begging the question, 146–147
in marketing, 153–156
Logically connected belief, 116
Logical reasoning
deductive arguments, 128–130, 141
inductive arguments
description, 130–131
enumerative induction, 132–133
IBE to ILE, 134–136
inductive reasoning tools, 136–139
inference to best explanation, 133–134
skills, 141–142
M
Marketing
argument, 128
causation, 96
coherent belief systems, 122–123
logical fallacies, 153–156
psychological constructs, 86–88
reductionism, 216–217
worldviews
marketing concept, 56–58
product focus, 53–56
Marketing concept worldview,
56–58
Marketing laws, Sharp, Byron, 185–186
Marketing theory
example of an applied theory, 176–177
investigations
applied research, 167
basic research, 167
context of discovery, 168–169, 182–183
context of justification,
168–169, 182–183
law-like generalizations
necessity, 172–173
prediction, 173–174
understanding, 175–176
validity, 174–175
Measurement error, 100
Methods of induction
method of agreement, 136–138
method of concomitant variation, 139
method of difference, 138–139
“More of the Same” induction. See enumerative induction
N
Natural monopoly law, 186
Negative binomial distribution, 186
New York Times, 55
Nonscientific method, 66–67
Novelty, appeal to, 154–155
O
Observables, 89–90
P
Parallax, 50
Pareto law, 60/20, 185
Perceptual constructs
of products, 81–84
of services, 84–85
Peripheral belief
marketing concept worldview, 56
product focus worldview, 53
Philosophy of science, 12
Philosophy of Social Science, 169
Popularity, appeal to, 154
Premise, 146
Proactive service attributes, 85
Probabilistic causation
free will, 99
measurement error, 100
predicting market behavior, 100
unknown factors, 99
Product attribute belief, 177
Product focus worldview, 53–56
Proposition, 16
Propositional beliefs, 113
Propositional knowledge, 16
Pseudoscience, 66
Psychodiagnosticians, 40–42
Psychological constructs
articulating constructs, 90–92
behavioral attributes, 85
construct-based strategies, 88
in marketing, 86–88
as social scientist, 92
R
Reactive service attributes, 85
Reductionism, 216–217
Reflective skepticism, 79
Retention double jeopardy, 185
S
Scientific method, 66
Scientific reasoning
barrier tools
ameliorative psychology, 36–38
causal reasoning, 43
feeling of certainty, 39–40
marketing research budget, 44–45
pattern bias, 40–42
definition, 5
reasons for, 208
and theory
brainstorming, 78
causation, 72–73
coherence, 71–72
construct development, 68–69
critical reflection, 78–79
informal to formal theories, 76–78
logic, 69–71
marketing research, 74–76
testing, 78
Scientific thinking and acting, 9–10
Self-consistent belief, 117
Service attributes, 85
Sharp, Byron, marketing laws, 185–186
Standardization, 147
Stellar parallax, 50
Subjectivist fallacy, 155
T
Tacit theory, 76
Temporal sequence, 101
Theory
components, 170
creative thinking
abstractions, 200
analogy, 196–198
case studies, 188–189
conventional wisdom, 202
imaging, 195–196
in and outside marketing, 202–203
indirect problem solution, 198–199
metaphors, 196–198
molecule diagram, 203–204
opposite assumptions, 200–201
paradoxical incidents, 195
participant observation, 192, 195
personal experience analysis, 188
practitioners’ rules of thumb, 189–190
role playing, 190–191
scale changes, 199
shifting unit analysis, 203
thought experiment, 191–192
variables, 199–200
why and what questions, 201
definition, 16–17
expanded definition, 169
general structure, 170
graphical depiction, 77
investigations in marketing
applied research, 167
basic research, 167
context of discovery, 168–169, 182–183
context of justification,
168–169, 182–183
law-like generalizations
necessity, 172–173
prediction, 173–174
understanding, 175–176
validity, 174–175
and scientific reasoning
brainstorming, 78
causation, 72–73
coherence, 71–72
construct development, 68–69
critical reflection, 78–79
informal to formal theories, 76–78
logic, 69–71
marketing research, 74–76
testing, 78
The scientific method (TSM), 10
Thought experiment, 191–192
Tradition, appeal to, 154
True belief, 16
Truth, 15
Truth-conducive theory development, 67–68
TSM. See The scientific method
U
Understanding, attribute of explanation, 135
Unobservables, 89–90
V
Valid deductive argument, 128–130
Verifiability principle, 89–90
W
Wall Street Journal (WSJ), 3, 35, 36, 57, 124, 138, 165
Weber’s law, 168–169
Worldview
affecting actions, 58
of Aristotle, 48–50
depiction, 52
description, 48
disproving reasons, 49–50
characteristics, 51–52
definition, 47
market focus, 60
marketing
marketing concept, 56–58
product focus, 53–56
significance of, 47
Written theory, 76
WSJ. See Wall Street Journal