Abstract
Why should we care about the words used in marketing and consumer behaviour? Surely, as modern disciplines, the words and phrases accu. rately reflect that which we study and that interests us, and our termi. nology doesn’t blind us to important issues or have the potential to upset or alienate people?
… let us consider the false appearances that are imposed upon us by words, which are framed and applied according to the conceit and capacities of the vulgar sort; and although we think we govern our words, and prescribe it well... yet certain it is that words, as a Tartar’s bow, do shoot back upon the understanding of the wisest, and mightily entangle and pervert the judgment. Bacon 1605, Book 2, Chapter 14, paragraph 11
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© 2014 Ben Wooliscroft
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Wooliscroft, B. (2014). Rehumanizing Marketing (and Consumer Behaviour). In: Varey, R., Pirson, M. (eds) Humanistic Marketing. Humanism in Business Series. Palgrave Macmillan, London. https://doi.org/10.1057/9781137353290_5
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DOI: https://doi.org/10.1057/9781137353290_5
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