Intellectualization in Macromarketing Revisited: A Reply to Hunt

Abstract

The title of Shelby Hunt's article (1989) is steeped in irony, given what follows in his text. His effort produces a caricature of reason and a surprising misunderstanding of the nature of reification in the social sciences. His is no critique; it is a diatribe pure and simple.

I will not respond to Hunt's article on a line-by-line basis. That would be too depressing an exercise. Rather, I will address what appear to be major allegations. All but his last two, his rigor-relevance issue and his reification-realism issue, are dispensed with summarily because they are superficial.

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