In this article we address the issue of applying operant psychology to derive plausible and useful interpretations of complex firm behavior in natural settings. The objective is to discuss an appropriate methodology based on case study design, developed specifically in Vella and Foxall (2011), to produce an operant interpretation of secondary…

The present experiment examined whether a response class was acquired by humans with delayed reinforcement. Eight white circles were presented on a computer touch screen. If the undergraduates touched two of the eight circles in a specified sequence (i.e., touching first the upper-left circle then the bottom-left circle), then the touches…

A segmentation approach is presented using both traditional demographic segmentation bases (age, social class/occupation, and working status) and a segmentation by benefits sought. The benefits sought in this case are utilitarian and informational reinforcement, variables developed from the Behavioral Perspective Model (BPM). Using data from 1,847…

Dynamical models based on three steady-state equations for the law of effect were constructed under the assumption that behavior changes in proportion to the difference between current behavior and the equilibrium implied by current reinforcer rates. A comparison of dynamical models showed that a model based on Navakatikyan's (2007) two-component…

This article introduces the concept of motivating operation (MO) to the field of online consumer research. A conjoint analysis was conducted to assess the motivating impact of antecedent stimuli on online purchasing. Stimuli tested were in-stock status, price, other customers' reviews, order confirmation procedures, and donation to charity. The…

The current study consisted of 2 parts, with the same 4 normally developing 4-yr-old children employed across both parts. The primary aim of Part 1 was to replicate previous research on exemplar training and its impact upon the emergence of repertoires of derived symmetry or mutually entailed relations. In this part of the study, the children were…

Although the literature on reinforcement in behavioral psychology is extensive, few studies have examined the derived transformation of reinforcing functions in accordance with equivalence classes, and no published research has yet examined the derived transformation of consequential functions in accordance with nonequivalence relations. In the…