A Clarification and Extension of Operant Conditioning Principles in Marketing
澄清了斯金纳的操作条件反射原理，并与行为学习理论对比，指出后者对操作条件反射的误解及其在营销实践中的不当建议，进而扩展了操作条件反射在营销中的应用。
Operant conditioning as presented by Skinner and in a behavior modification perspective is clarified and extended by comparison with behavioral learning theory, which is found to be a misinterpretation of operant conditioning and which offers recommendations for marketing practice that are unsupported by operant principles or the BMP. Consideration of these issues leads to several extensions of operant conditioning and the BMP in marketing.