0090 Can I say that again?

Saad comes to awareness of an organization objective_2aC, that contains social construction_3a and celebrates radical individualism_1a.

Consumer research journals in the 1990s are already postmodern.  Their authors are already located in universities and research centers that are supported by grants from the federal government.  The journals promote the concept of social construction_3a(2aC) as the legitimate normal context for consumer research.  All other approaches are irrelevant.

0091 Professor Saad’s dedicates his academic career to showing that evolutionary psychology offers another relevant approach.  For this, he witnesses other professors display outrage.  Saad shows them what they are not supposed to see.

In chapter seven, Saad expresses confidence that the methodology inherent in nomological evidence₁ will demonstrate that social constructivism_3a(2aC) is bunk.

In doing so, raises a question about consumer behavior.

What is consumer behavior?

0092 Saad’s answer is that consumer behavior works according to (once) content-level orthodox views.

But, now, “right doctrine_3a” applies to questions such as, “What is the best way to purchase an automobile?”

0092 Here is a picture of Saad’s vision of consumer research, which stands opposed to the ideology of social constructionism_3a(2aC).

0093 In chapter eight, Saad issues a call to action.

Students should turn away from the following postmodern paradigm in consumer research.

0094 Okay, Saad’s call to action is far broader than that.

Why?

I already know that the ideology of social constuctionism_3b wants to take over the content level, the subject of inquiry, and replace it_3a with… itself_3b.

Saad is on target.

From the start, social constructivism_3b is not a legitimate science, because it produces its situation-level actuality_2b on the basis of an ideological commitment_1b.

Then, once it takes over the content level, social constructivism_3a expresses a philosophical commitment to radical individualism_1a.  Radical individualism is not a rational philosophy.  It extols human will.  It neglects human reason.

0095 These comments on Saad’s book raise additional reasons.

Social constructivism_3a(2aC) becomes an organizational objective_2aC that calls individuals in community_A to join organizations_B that fulfill a need in our current Lebenswelt_1aC.  But, that “need” may not be in the adaptive interests of the individual in community_A.  Rather, the “need” may serve the righteousness_1aC of a postmodern corporation_3aC.

Social construction_3a(2aC) is the content-level of a larger organizational objective_2aC, which encompasses a three-level interscope.  This larger organizational objective_2aC calls for sovereign power in order to sustain its institutions_3aC and to promote and enforce its righteousness_1aC.  In short, the College of Social Construction may be defined as a sovereign religion.