Communications to the Editor--Models of Fact and Laws of Behavior

The querulous and exaggerated tones which seem to attend so many contemporary activities have now been permitted an entrance to the pages of Management Science where they are amply represented in the article published by A. S. C. Ehrenberg ("Models of Fact: Examples from Marketing," Management Science Vol 16, No. 7 (March 1970), pp. 435-445.). The tone of Ehrenberg's article provides a warning that should naturally make anyone reluctant to attempt to reply to any of his criticisms or to question any of his claims. Some possibility for a productive response may be available, however, if one avoids a direct reply to Ehrenberg's claims and criticisms in order to respond by indicating possibilities and considerations other than those which Ehrenberg allows for in modeling, at least in management science.