A Clarification and Extension of Operant Conditioning Principles in Marketing
澄清了斯金纳操作性条件反射在营销中的误用，通过与行为学习理论对比，指出其错误解释，并基于操作性原则扩展了营销实践建议。
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.