Designating opponents in empirical research reports : the rhetoric of ‘ interestingness ’ in consumer research

@inproceedings{Johnson2003DesignatingOI,
  title={Designating opponents in empirical research reports : the rhetoric of ‘ interestingness ’ in consumer research},
  author={Mark Scott Johnson},
  year={2003}
}
Numerous studies have called attention to the importance of rhetoric in scientific writing by focusing on arguments presented in scientific debate articles. In contrast, citation analysis studies indicate that empirical research articles are generally nonconfrontational in criticizing the work of other researchers. How do empirical research reports establish opposing perspectives to argue against? One rhetorical strategy is to be ‘interesting’, which, according to Davis (1971), is the author’s… CONTINUE READING

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