Kay and Lucy Are Both Consumer Researchers

Essay

Kay and Lucy are both consumer researchers.They are arguing about various research approaches.Kay says, "Lucy, I don't understand why you waste your time doing all of those experiments.Consumer behavior can't be researched like chemistry because they are irrational and totally unpredictable!" Lucy responds, "I don't agree.Consumers behavior more consistently than you might think, and it is perfectly appropriate to apply the scientific method-approach to studying consumers.Only by treating consumer behavior as a science can we generate generalizable theories of behavior."
Based on Kay and Lucy's discussion, what consumer behavior research approach does Kay most support and Lucy most support?