# data[].attributes.body
Thats how Behavioral Theory influenced us!

# data[].attributes.body
Key Contributors

Ivan Pavlov: While not a founder of behaviorism, his work on classical conditioning was foundational to Watson's approach and was adopted and adapted by behaviorists.

# data[].attributes.body
Behavioural theory 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.

https://www.jstor.org/stable/1251666

# data[].attributes.body
Oversimplifies consumers as passive.

Ignores cognitive and emotional decision-making processes.

# data[].attributes.body
People observe reference groups, influencers, and opinion leaders.

# data[].attributes.body
Repeated exposure + reinforcement leads to automatic buying behaviour.

# data[].attributes.body
B.F. Skinner (1904–1990)

Radical Behaviorism and Operant Conditioning:

Skinner developed operant conditioning, a theory that posits that behavior is shaped by its consequences.

Reinforcement and Punishment:

He introduced concepts of reinforcement (rewards) and punishment (aversive outcomes) to explain how behaviors are learned and modified.

Influence on Therapy:

Skinner's work has had a significant impact on behavioral therapy and education by providing principles for managing and changing behavior through environmental manipulation.

# data[].attributes.body
1. Loyalty programs such as point systems for repeat customers.

2. Discount or points for a purchase, encourages repeat behavior.

3. Charging a late fee on a credit card discourages future late payments.

# data[].attributes.body
Pairing neutral stimuli (brand) with strong affective cues (music, celebrities).

# data[].attributes.body
Positive reinforcement: rewards, satisfaction, discounts.

Negative reinforcement: removing inconvenience (e.g., “one-click purchase”).

Punishment: bad reviews, dissatisfaction reducing likelihood of repeat purchase.

# data[].attributes.body
John B. Watson (1878–1958)

"Father of Behaviorism":

Watson is known as the father of behaviorism for championing the movement and publishing the seminal paper "Psychology as the Behaviorist Views It".

Emphasis on Observable Behavior:

He argued that psychology should focus on observable and measurable events, rejecting the study of internal mental states as unscientific.

Classical Conditioning:

Watson applied Ivan Pavlov's work on classical conditioning to humans, demonstrating that emotional responses could be learned through associations, as seen in his controversial "Little Albert" experiment.

# data[].attributes.body
Marketing stimuli (ads, packaging, price promotions) trigger responses (purchase, brand loyalty).

# data[].attributes.body
Better understand the motivation of their target audience.

Identify products and services that address the needs of their target audience.

Fill existing gaps within the market.

Grow their brand in a way their target audience relates to.

https://www.keiseruniversity.edu/consumer-behavior-understanding-market/

# data[].attributes.body
The main founders of Behavioral Theory are John B. Watson, considered the "father of Behaviorism" for focusing on the study of observable behavior, and B.F. Skinner, who expanded the theory with the concept of operant conditioning and an emphasis on the consequences of behavior. Other important figures, such as Ivan Pavlov and Edward Thorndike, are also cited for their contributions to classical conditioning and the study of behavior.

# data[].attributes.headline
Relevance to Consumer Behaviour & Marketing

# data[].attributes.subject
Relevance to Consumer Behaviour & Marketing

# data[].attributes.body
Behaviourism has influenced consumer and marketing research through the application of classical and operant conditioning, matching, and foraging theories, amongst other frameworks, during the past 50 years.

Wells, V.K., 2014. Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda. Journal of Marketing Management, 30(11-12), pp.1119-1158.