paradigm shift

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According to a doctrine propounded by the US historian and philosopher of science Thomas S(amuel) Kuhn (1922–96) in his book The Structure of Scientific Revolutions (1962), a rapid change, marking the culmination of a scientific revolution, from one paradigm (1) to another, such as occurred in physics when Einstein's theory replaced Newton's in 1916. See also Kuhnian, normal science.

Subjects: Marketing — Psychology.

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