Behavioral Learning Theory: Its Relevance to Marketing and Promotions
探讨行为学习理论在营销思想发展中的被忽视现状，指出其核心概念（正强化行为更易重复）与营销概念平行，适用于低卷入购买情境，尤其在促销策略制定中价值最大。
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.