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Herrnstein: Matching and Melioration

In: Explaining Consumer Choice

Author

Listed:
  • Gordon R. Foxall

Abstract

This chapter and the two that follow compare and contrast the three varieties of behaviorism that have proved most effective in understanding consumer behavior: radical behaviorism, teleological behaviorism, and picoeconomics. In the case of radical behaviorism, which has been extensively examined in earlier chapters, only a relatively brief overview is given, followed by an account of how this extensional behavioral science has contributed to behavioral economics. This provides material by which the contribution of teleological behaviorism and picoeconomics to the analysis of everyday consumer choice can be evaluated in succeeding chapters. In the case of teleological behaviorism and picoeconomics, a more general account is provided of their nature as modern behaviorisms, and their contributions to the analysis of more extreme consumer behaviors, those in which consumers forfeit self-control in the pursuit of their consumption goals, are considered. In addition, this chapter classifies radical behaviorism, teleological behaviorism and picoeconomics on a continuum of behaviorisms from extensional behavioral science to intentional behavioristic to superpersonal cognitive psychology.

Suggested Citation

  • Gordon R. Foxall, 2007. "Herrnstein: Matching and Melioration," Palgrave Macmillan Books, in: Explaining Consumer Choice, chapter 0, pages 121-132, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59979-6_7
    DOI: 10.1057/9780230599796_7
    as

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