Truth in Marketing

1. Specifying the Domain

1.1 The problem of truth in marketing

1.2 What is a theory of truth in marketing?

1.3 Constructs of meaning

1.4 Domain epistemology

1.5 Truth-values and truth measurement

1.6 Interpretation, truth and objectivity

1.7 Conclusion

2. The Classical Pragmatic Theory of Truth

2.1 The legacy of American pragmatism

2.2 The pragmatic maxim

2.3 Preliminary remarks on the pragmatic theory of truth

2.4 The pragmatic theory of truth

2.5 Conclusion

3. The Correspondence Criterion of Truth

3.1 Correspondence in historic context

3.2. The general correspondence theory of truth

3.3 Marketing specific truth-makers and functional claims

3.4 Objections

3.5 Conclusion

4. The Coherence Criterion of Truth

4.1 Key components of the coherence theory

4.2 Symbolic value and symbolic claims

4.3 Symbolic truth as internal and external coherence

4.4 The nature of coherence: inferential connectivity

4.5 Objections

4.6 Conclusion

5. The Instrumental Criterion of Truth

5.1 The general idea

5.2 Truth, segmentation and targeting

5.3 Alethic facilitation and ontological truth

5.4 Alethic responsibility

5.5 When is the consumer entitled to believe a behavioural claim?

5.6 A standard objection

5.7 Conclusion

6. Alethic Pluralism

6.1 The pluralistic nature of the theory of truth in marketing

6.2 Alethic pluralism and objectivity

6.3 Pluralism and the metaphysical concept of truth: versus

6.4 Truth and normativity

6.5 Conclusion

References