The fourth hermeneutic in marketing theory

Murray and Ozanne (1991) provided evidence of paradigmatic approaches in market and consumer research by classifying the field into Positivism, Interpretivism and Critical Theory. We discuss these approaches and celebrate their contribution. We posit, however, that paradigms are symptomatic of an epistemological trap that privileges knowledge to the detriment of other vital virtues. We propose to employ Capraââ"šÂ¬Ã¢"žÂ¢s triadic concept (Capra, 1997) to develop the notion of ââ"šÂ¬Ã‹Å“paradigmappingââ"šÂ¬Ã¢"žÂ¢ and demonstrate that this concept can be employed to transcend incommensurability in the field of marketing. We also propose to supplement Alvesson and Skoldbergââ"šÂ¬Ã¢"žÂ¢s (2000) ââ"šÂ¬Ã‹Å“tripleââ"šÂ¬Ã¢"žÂ¢ hermeneutics of individual reflection, social construction and critical theory with a healthier balance between knowledge and other virtues. We posit a relativist position where we clearly wish to argue the case for considering marketingââ"šÂ¬Ã¢"žÂ¢s potential as a moral art rather than the amoral science we submit it has become.