Modern truth and postmodern incredulity: A hermeneutic deconstruction of the metanarrative of “scientific truth” in marketing research

Abstract

A hermeneutic deconstruction is offered of the metanarrative of scientific truth as it has been advocated in the marketing literature as essential to the integrity of marketing research. Specific consideration is given to the proposal that adherence to this metanarrative is essential to the scientific integrity of marketing research and the related claim that incredulity toward this metanarrative could precipitate a wide array of detrimental consequences. It is proposed that these proposals evoke many latent socio-historic meanings ensuing from the philosophical legacy of enlightenment philosophy and its conceptual intertwining of issues related to truth, method, indubitable knowledge, and morality. This deconstruction is undertaken for the constructive purpose of reconsidering postmodernism's incredulity toward the metanarrative of scientific truth in a way less encumbered by sedimented historical beliefs and antinomies deriving from the intellectual heritage of enlightenment philosophy.