A Behavior Modification Perspective on Marketing
Open Access
- 1 March 1980
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 44 (2) , 36-47
- https://doi.org/10.1177/002224298004400205
Abstract
This article presents an overview of behavior modification and investigates its applicability to marketing. It is suggested that this perspective provides a useful complement to the more cognitively-oriented approaches which currently dominate the marketing literature. Some of the approach's potential contributions and unresolved issues are also discussed.Keywords
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