Scientific Style and the Conduct of Consumer Research.

This paper describes four styles of conducting scientific inquiry--analytical science, conceptual theory, conceptual humanism, and particular humanism. The work of four consumer researchers--James Bettman, Russell Belk, Morris Holbrook, and Sidney Levy--is used to explicate each approach to inquiry. The author argues for a broader based perspective of the scientific enterprise and for mutual acceptance of different ways of conducting research. [ABSTRACT FROM AUTHOR]