In order to investigate possible effects of informational and utilitarianreinforcement values on brand choice, the brands bought by the sample during the16-week period in each product category were classified according to the level ofinformational and utilitarian reinforcement they offered. Brands and productcharacteristics found within supermarket product categories were interpreted assets of programmed contingencies of reinforcement, which specify whatresponses (e.g., how much one has to pay) are followed by what consequences(e.g., product characteristics). Most marketing activities, according to thisinterpretation, are related to planning and programming reinforcementcontingencies for the behavior of consumers. Considering programmedcontingencies may not work as planned, empirical research is usually conductedto evaluate the actual effects of planned contingencies.
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