Behavioral Learning Theory: Its Relevance to Marketing and Promotions
论文指出行为学习理论在营销思想发展中常被忽视，其核心观点是正强化的行为更可能重复，这适用于低卷入购买情境，对制定促销策略最有价值。
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.