A Behaviourist Perspective on Purchase and Consumption

Critically examines the status and plausibility of an interpretative account of consumer behaviour derived from operant psychology (behaviour analysis). It is argued that a model of purchase and consumption cannot be founded on an unreconstructed operant behaviourism. However, if modifications are incorporated based on both a logical critique of radical behaviourism as a philosophy of psychology and the empirical investigation of human operant performance, a tenable Behavioural Perspective Model can be built which elucidates the nature of the influence of the environment on consumer choice.