Just can't get enough

Phillips, Helen

doi:10.1016/s0262-4079(06)60297-2

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Habit Strength ( S H R )1

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2008

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“…But S K R is an essential intervening variable in instrumental or operant learning. Many 'addictive' consumer behaviors, including gambling (Lam and Mizerski, 2006), use of legal and illegal drugs (Phillips, 2006) and, for some consumers, shopping (Phillips, 2006), are initiated by operant reward learning and maintained by operant escape-learning (escape from 'withdrawal' symptoms) as incentives.…”

Section: Habit Strength ( S H R )mentioning

confidence: 99%

Hull-Spence Behavior Theory as a paradigm for consumer behavior

Rossiter

Foxall

2008

Marketing Theory

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In this paper, which takes a much broader perspective than is now usual, we state the case for the return to a grand, all-encompassing theory of the type that was popular initially in consumer behavior. This theory, a paradigm really, is Hull-Spence Behavior Theory (HSBT). The theory is introduced here in detail with reference to consumer behavior. HSBT is shown to be a very generally applicable theory, not just `middle range', with a rich set of variables that can accommodate the new micro-phenomena toward which our field has gravitated. As a grand theory, HSBT provides the `context' necessary to fully understand, explain, and predict consumer behavior.

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Section: Habit Strength ( S H R )mentioning

confidence: 99%