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Normative Criteria for the Development and Appraisal of Marketing Theory

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Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference

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Abstract

This paper examines the role of explanation in theory development, and the factors which make an explanation acceptable. Normative criteria for developing valid explanatory models are proposed. Criteria for appraising competing models are also presented. Two separate hierarchies are proposed, and are illustrated using a well-known model in marketing. It is hoped that this will lead to greater public debate relating to the assessment of theory development in marketing.

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Author information

Authors and Affiliations

  1. California State University, Chico, Chestnut Hill, MA, USA

    Shekhar Misra

Authors
  1. Shekhar Misra
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Editor information

Editors and Affiliations

  1. Department of Marketing, Boston College Carroll School of Management, Chestnut Hill, MA, USA

    Victoria L. Crittenden

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© 2015 Academy of Marketing Science

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Misra, S. (2015). Normative Criteria for the Development and Appraisal of Marketing Theory. In: Crittenden, V.L. (eds) Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13248-8_75

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