Commonalities between Research Methods for Consumer Science and Biblical Scholarship

Marketing Theory, 2001 Volume 1(1): 109-133

25 Pages Posted: 21 Nov 2015 Last revised: 19 Feb 2016

See all articles by Dawn Iacobucci

Dawn Iacobucci

Vanderbilt University - Marketing; Vanderbilt University - Marketing

Date Written: 2001

Abstract

This article focuses on the consumption/interpretation of the Bible, which is viewed as a complex, qualitative databank, requiring rigorous methodological tools to attempt the herrneneutical interpretive task. A positivist philosophical approach to Bible study is taken, posing questions like 'What did the original writer intend the audience to understand?' as a precursor to the question 'How do we impart that message today?'. Biblical scholarship is extremely sophisticated, and this article delves into many layers of techniques and rigorous analysis, including word studies, studies of phrases and paragraph structures, and sociological hypotheses about political agendas. It draws on critical textual, historical, and narrative schools of thought in biblical research. These different methods are presented both as an end in themselves (as tools of literary analysis) and also as means to study the content of the sacred as transcendent experiences of extraordinary consumption in consumer research.

Suggested Citation

Iacobucci, Dawn and Iacobucci, Dawn, Commonalities between Research Methods for Consumer Science and Biblical Scholarship (2001). Marketing Theory, 2001 Volume 1(1): 109-133 , Available at SSRN: https://ssrn.com/abstract=2693302

Dawn Iacobucci (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

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