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| Author: | Valentine, V. Evans, M. |
| Title: | David Winton award for the best technical paper. The dark side of the onion: rethinking the meanings of "rational" and "emotional" responses |
| Journal: | Journal of the Market Research Society
1993 : APR, VOL. 35:2, p. 125-144 |
| Index terms: | LINGUISTICS MODELS MARKET RESEARCH |
| Language: | eng |
| Abstract: | This paper puts forward a new frame of reference in which "rational" and "emotional" responses are reinterpreted - not as reflections of individual psychologies but as expressions of the collective mind of culture. In the new frame, the operative distinction is not between "deep" and "surface" responses, but between different and equal versions of self, perceived in the imagination shaped by different linguistic modes of expression, and driven by cultural rules of language. This involves a progression towards a conceptual framework which can grasp emotionalism and rationalism as equally revealing and significant modes of making meanings. |
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