Nomic necessity in marketing theory: The issue of counterfactual conditionals

One of the well-established characteristics of lawlike generalizations is nomic necessity, i.e., the quality of universality or inevitability. In turn, the ability to support so-called “counterfactual conditionals” is considered the hallmark of lawlike statements which possess nomic necessity. Unfortunately, there seems to be some inconsistent interpretation of this counterfactual-support requirement, revealed even in some of the most prominent works on the subject in the field of marketing. This paper represents an attempt to clarify the situation.