mặc dù mô hình chiến tranh rất hữu ích trong nhiều ngữ cảnh, đồng thời có khả năng bóp méo thực tế bởi vì nó tập trung vào việc thiết lập một lưu ý: các cuộc xung đột giữa kẻ thù. Ngoài ra để đơn giản hóa thực tế, tương tự chiến tranh có thể thoái hóa thành đơn giản nếu họ thu hẹp trọng tâm của chúng ta theo những cách phản tác dụng. | Marketing Research Merging with Another Qualitative Tradition 39 the rational intentions that people consciously exhibit. As a result much behavior should not be interpreted at face value and instead it should be viewed as resulting from covert goals and influences of which the social actor may be unaware. A key example of this tradition of course is psychoanalysis. According to the principles of depth psychology people are often unaware of what motivates them and they do not realize the real mainsprings underlying their behavior. Researchers who embrace this paradigm seek clues regarding what lies beyond the level of consciousness and how these forces impact behavior. By examining and focusing upon influences that lie below the actor s consciousness the analyst gains insights into why people actually behave as they do. A key area where this method has found fruitful application is literary criticism. Why do writers create specific works of art And why do certain audiences respond to them According to critical methods deriving from depth psychology artists and audiences often respond to phenomena and influences that lie below their levels of consciousness. In an article about marketing consumer research scholarship for example the subconscious reflection of authors was juxtaposed with their conscious strategies and the resulting observation was A strong scholarly tradition within literary criticism considers art and literature to be a stylized and relatively safe surfacing of unconscious desires and feelings that are usually sublimated below the level of individual consciousness and the overt conventions of social life. As a result of this ability to reveal hidden goals motives and feelings critics use literature as a mirror by which society and humanity can be viewed analyzed and evaluated. . . . The critical analysis of literature film and popular culture has long applied these tactics. . . . Today marketing and consumer researchers are adopting analogous .
