Interpretation in Social Life, Social Science, and Marketing

Interpretation in Social Life, Social Science, and Marketing

by John O'Shaughnessy

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Product Details

ISBN-13: 9781135202248
Publisher: Taylor & Francis
Publication date: 05/07/2009
Series: Routledge Interpretive Marketing Research
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 228
File size: 346 KB

About the Author

John O'Shaughnessy is Professor Emeritus at the Graduate School of Business, Columbia University and formerly Senior Associate at the Judge Institute, Cambridge University and is the author or co-author of fourteen books on business topics, including Persuastion in Advertising and The Undermining of Beliefs in the Autonomy and Rationality of Consumers, also published by Routledge.

Table of Contents

Preface. 1. Interpretation and Methodology. 2. Interpretation and Perspectivism. 3. The Interpretive Stance in the Study of Human Behavior. 4. Interpretation and Concepts. 5. Interpretation of Effects (Causes). 6. Interpretation of a Problematic Situation (Abduction). 7. Interpretation of Words, Symbols and Behavior (Text Hermeneutics). 8. Artifact Interpretation. Notes. Index.

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