A Clarification and Extension of Operant Conditioning Principles in Marketing
Journal of MarketingPublished 1 January 1982
J. Paul Peter, Walter R. Nord
Citations35
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
Operant conditioning as presented by Skinner and in a behavior modification perspective is clarified and extended by comparison with behavioral learning theory, which is found to be a misinterpretation of operant conditioning and which offers recommendations for marketing practice that are unsupported by operant principles or the BMP. Consideration of these issues leads to several extensions of operant conditioning and the BMP in marketing.
Keywords
Business, Management and Accounting