Differences between positivist paradigm and interpretivist paradigm in consumer research

1-As explained in your textbook, some people believe that the discipline of consumer research is undergoing a paradigm shift from a positivist paradigm to an interpretivist paradigm. In your own words, summarize the difference between the two paradigms, and explain which one you believe is more accurate and why. Your initial post must be a minimum of 300 words and be supported by your textbook.

2-An ethical marketing campaign is one that considers the well-being of the consumers. Based on Chapter 2 of your textbook along with the assigned articles and multimedia this week, summarize why consumer well-being should matter for the marketer. Then, locate one advertisement that you believe supports consumer well-being and one that you believe does not. Provide a link to each advertisement (or attach an image of each) in your post, and explain why you selected it. Your initial post must be a minimum of 300 words and be supported by your text and at least one professional or academic source.

textbook:Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (12^th ed.). Retrieved from https://content.ashford.edu