Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda
Wells reviews how behaviourism, including classical and operant conditioning and matching and foraging theories, has been applied in consumer behaviour and marketing research over fifty years. The review notes that the influence of behaviourism has been less prominent than that of other areas of psychology, gives a short introduction for scholars new to the field and suggests directions for future research. Journal of Marketing Management 30(11-12), 2014; author Victoria K. Wells.
Wells reviews how behaviourism, including classical and operant conditioning and matching and foraging theories, has been applied in consumer behaviour and marketing research over fifty years. The review notes that the influence of behaviourism has been less prominent than that of other areas of psychology, gives a short introduction for scholars new to the field and suggests directions for future research. Journal of Marketing Management 30(11-12), 2014; author Victoria K. Wells.
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Wells, V. K. (2014). Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda. Journal of Marketing Management, 30(11-12). doi:10.1080/0267257X.2014.929161 https://doi.org/10.1080/0267257X.2014.929161