The DOI matches its Crossref record.
Truth in Marketing Theory and Research
Abstract
The traditional view of truth as the central goal of marketing theory and research has been questioned in marketing's crisis literature by proponents of relativistic truth and critical relativism. Hunt reviews the development of the relativist views on truth. He then discusses a philosophy of science, scientific relativism, that retains truth as the overriding objective of theory and research.
Overview
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
The self-check needs the paper’s full text.
Citations
Cited by
Factors affecting trust in market research relationships
Moorman, C., Deshpandé, R., & Zaltman, G. (1993) · Journal of Marketing · doi:10.1177/002224299305700106 · Cited by 3,659
Consumer perceived risk: conceptualisations and models
Mitchell, V. (1999) · European Journal of Marketing · doi:10.1108/03090569910249229 · Cited by 1,582
What Is the True Value of a Lost Customer?
Hogan, J. E., Lemon, K. N., & Libai, B. (2003) · Journal of Service Research · doi:10.1177/1094670502238915 · Cited by 275
On the Veridicality of Claims in Design Science Research
Aljafari, R., & Khazanchi, D. (2013) · 2013 46th Hawaii International Conference on System Sciences · doi:10.1109/hicss.2013.427 · Cited by 5
Metadata
- Authors
- Hunt, S. D.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1990-07
- Volume
- 54
- Issue
- 3
- Pages
- 1-15
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2086507009
- Cited by
- 395
- References
- 0
- FWCI
- 6.11
- Type
- journal article
- Language
- en
- Open access
- closed
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: Truth in Marketing Theory and Research. https://app.cochat.ai/papers/10.1177/002224299005400301
- The paper
- Hunt, S. D. (1990). Truth in Marketing Theory and Research. Journal of Marketing. https://doi.org/10.1177/002224299005400301
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
