Behavioral Learning Theory: Its Relevance to Marketing and Promotions

Behavioral learning theory has been generally overlooked in the development of marketing thought. The central concept states that behavior that is positively reinforced is more likely to recur than nonreinforced behavior. This runs parallel to the marketing concept and may be a sufficient model for...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing 1981-04, Vol.45 (2), p.70-78
Hauptverfasser:	Rothschild, Michael L., Gaidis, William C.
Format:	Artikel
Sprache:	eng
Schlagworte:	Behavior Consumer behavior Consumer research Coupons Discounts Learning Learning theory Marketing Mental stimulation Modeling Observational learning Positive Reinforcements Sales promotions
Online-Zugang:	Volltext
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