Consumer Choice by Gordon R. Foxall (auth.)

By Gordon R. Foxall (auth.)

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Fishbein and Ajzen acknowledge similar influences on their own work, which has had some impact upon consumer research. 5° Nevertheless, the advocacy of a behaviourist paradigm as a means of guiding general marketing and consumer research is innovatory. Although the perspective proposed by Nord and Peter, and Rothschild and Gaidis owes more to the social learning approaches ofStaats and Bandura·11 the most prolific philosopher of behaviourism is Skinner and, although his proposals are more radical than those thus far advanced by marketing specialists, consideration ofhis work provides the most appropriate introduction to behaviourist principles for consumer researchers whose work is still dominated by cognitive concepts.

W. K. Strong, Principles ofSelling (New York: McGraw-Hill, 1925); H. F. Lionberger, Adoption ofNew Ideas and Practices (Ames, Iowa: State Univesity Press, 1960); E. M. Rogers, Diffusion of Innovation (New York: Free Press, 1962); R. H. Colley, Difining Advertising Goals for Measured Results (Association of National Advertisers, 1961 ); R. J. Lavidge and G. A. Steiner, 'A Model for Predictive Measurement of Advertising Effectiveness', Journal of Marketing, vol. 25, no. 4 ( 1961) pp. 59-62; W. J.

In certain circumstances, such as a shortage of raw materials, behaviourist techniques might be employed to decrease the demand for some products or brands. Marketers, especially 36 CONSUMER CHOICE retailers and planners, already practice environmental design in the arrangement of displays, the use of discriminative stimuli such as piped music, store location and shopping centre development. The deliberate employment of behaviourist techniques, when marketers find them reinforcing, would render such methods and approaches more effective, according to the advocates of the extension of their paradigm to marketing.

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