On the Scientific Status of Consumer Research and the Need for an Interpretive Approach to Studying Consumption Behavior

proclaim the advantages of falsificationism (Popper 1959) and question the scientific status ofinterpretive approaches such as that represented by Holbrook and Graysons 1986 analysis of symbolic consumption in the movie Out of Africa. Briefly, Calder and Tybouts 1987 argument reduces to the early Popperian claim that science can advance only by means of a hypo-thetico-deductive method involving the confronta-tion of theory with data (p. 138). For Calder and Ty-bout, interpretive approaches can provide provoca-tive and entertaining reading (p. 139) but must stand apart... from science (p. 140) so that inter-pretivism can contribute to scientific knowledge only by suggesting hypotheses suitable for testing in empir-ical studies (p. 139): There is no reason that the conceptualizations of inter-pretive knowledge cannot be submitted to sophisti-cated falsificationist methodology; they may, in fact, be a good source of scientifically testable hypotheses. But unless such testing in fact occurs, such conceptual-izations should not be equated with scientific knowl-edge. We believe that, in arrogating the term scientific to characterize their own preferred philosophical po-*This article is a rejoinder to Calder and Tybout (1987). JCRs current policy is to publish comments on previous JCR articles to-gether with any accompanying rejoinders in the same issue. This policy was not in place under the previous editors, resulting in de-layed publication of this article. JCR regrets the circumstances that led to the delay in affording Professor Holbrook and Professor OShaughnessy the opportunity to publish their rejoinder.