Truth in Marketing: A theory of claim-evidence relations

Description

1. Specifying the Domain1.1 The problem of truth in marketing1.2 What is a theory of truth in marketing?1.3 Constructs of meaning1.4 Domain epistemology1.5 Truth-values and truth measurement1.6 Interpretation, truth and objectivity1.7 Conclusion2. The Classical Pragmatic Theory of Truth2.1 The legacy of American pragmatism2.2 The pragmatic maxim2.3 Preliminary remarks on the pragmatic theory of truth2.4 The pragmatic theory of truth2.5 Conclusion3. The Correspondence Criterion of Truth3.1 Correspondence in historic context3.2. The general correspondence theory of truth3.3 Marketing specific truth-makers and functional claims3.4 Objections3.5 Conclusion4. The Coherence Criterion of Truth4.1 Key components of the coherence theory4.2 Symbolic value and symbolic claims4.3 Symbolic truth as internal and external coherence4.4 The nature of coherence: inferential connectivity4.5 Objections4.6 Conclusion5. The Instrumental Criterion of Truth5.1 The general idea5.2 Truth, segmentation and targeting5.3 Alethic facilitation and ontological truth5.4 Alethic responsibility5.5 When is the consumer entitled to believe a behavioural claim?5.6 A standard objection5.7 Conclusion6. Alethic Pluralism6.1 The pluralistic nature of the theory of truth in marketing6.2 Alethic pluralism and objectivity6.3 Pluralism and the metaphysical concept of truth: versus 6.4 Truth and normativity6.5 ConclusionReferences