A miracle of measurement or accidental constructivism? How PLS subverts the realist search for truth

European Journal of Marketing (forthcoming)
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Abstract

Design/methodology/approach We present the philosophical foundations of scientific realism and constructivism, and examine the extent to which PLS aligns with them. Purpose To determine whether PLS is fit for purpose for scholars holding scientific realist views. Findings PLS does not align with scientific realism but aligns well with constructivism. Research limitations/implications Research is needed to assess PLS’s fit with instrumentalism and pragmatism. Practical Implications PLS has no utility as a realist scientific tool, but may be of interest to constructivists. Originality The study is the first to assess PLS’s alignments and mismatches with constructivist and scientific realist perspectives.

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