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| Author: | Woodruffe, H. R. |
| Title: | Eschatology, promise, hope: the Utopian vision of consumer research |
| Journal: | European Journal of Marketing
1997 : Vol. 31:9/10, p. 667-676 |
| Index terms: | CONSUMER RESEARCH CONSUMPTION METHODOLOGY |
| Language: | eng |
| Abstract: | Utopia is present, though in a hidden way, in scientific production itself whose dynamism it constitutes; it does not appear under normal circumstances but rather in periods of crisis, between two moments of science: the one worn out, insufficient, and the other yet to be made, more satisfactory. Thus in the same movement it is the expression of the inadequacy of the existing theoretical instrument and the crucible of the new reason. |
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