Behavioral Learning Theory: Its Relevance to Marketing and Promotions

Abstract

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 dealing with most low involvement purchase situations. Its greatest value may be in the development of promotional strategies. This paper extends some of the ideas presented in an earlier paper in this journal.