A Clarification and Extension of Operant Conditioning Principles in Marketing-Reference-Cited by-同舟云学术

A Clarification and Extension of Operant Conditioning Principles in Marketing

Published:1982-07 Issue:3 Volume:46 Page:102-107
ISSN:0022-2429
Container-title:Journal of Marketing
language:en
Short-container-title:Journal of Marketing

Author:

Peter J. Paul¹,Nord Walter R.²

Affiliation:

1. Associate Professor in the School of Business, University of Wisconsin at Madison.

2. Professor of Organizational Psychology, School of Business, Washington University in St. Louis.

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.

Publisher

SAGE Publications

Subject

Marketing,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224298204600315

Reference13 articles.

1. The self system in reciprocal determinism.

2. Integrating OB Mod with Cognitive Approaches to Motivation

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