4. Conclusion
This special edition provides important insights about challenges facing marketing researchers. Unlike the natural sciences, human behavior is a fuzzy concept and the laws of nature do not apply. A person could experience a near-identical experience twice (e.g., waiting in-line at the grocery store) and feel very differently about the 10 minutes of waiting. The interpretations also suffer from unconscious bias. “If one concentrates his attention on symbolism, or happens to be temperamentally more interested in it, he is very likely to see it more abundantly…” (Kroeber, 1901, p. 314). The study of human behavior likely will remain an inexact scientific endeavor.
