Most of our so-called reasoning consists in finding arguments for going on believing as we already do.
The chapters in Section II delve deeper into the subject of scientific reasoning and introduce you to some concepts that, on first exposure, you might find difficult to grasp such as construct, causality, and coherence; however, as you become more familiar with them, your scientific reasoning muscles will become stronger. See Figure 6.1, which I am using as a pedagogical tool to explain how scientific reasoning can be applied to solving marketing problems.
Figure 6.1. Approaches ...