Abstract
The positioning of McAlister's (2005) arguments (“Toward Insight and Relevance”) in Gaski's comment as being the polar opposite of those proposed by Holbrook (2005) misses McAlister's point. Rather than proposing that all research and teaching should be managerially relevant, McAlister argued that managerial relevance should not be viewed as an impediment to a successful research career in consumer behavior.
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