A Behavior Modification Perspective on Marketing

An overview of behavior modification is presented and it is suggested that this perspective provides a useful complement to the more cognitively-oriented approaches which currently dominate the marketing literature.

Abstract

This article presents an overview of behavior modification and investigates its applicability to marketing. It is suggested that this perspective provides a useful complement to the more cognitively-oriented approaches which currently dominate the marketing literature. Some of the approach's potential contributions and unresolved issues are also discussed.