Consumer behavior analysis is concerned with the application of behavioral economics to the marketplace of human purchase and consumption activities. Operant choice is economic behavior: the allocation of limited responses among competing alternatives. Both matching analysis and behavioral economics, which are at the heart of this tutorial, lead to the conclusion that all behavior is choice and can be analyzed in economic terms. Consumer behavior analysis has a more restricted sphere of application: human economic and social choices which involve social exchange. In examining this contribution in its potential to illuminate consumer behavior in situ, the tutorial rangesfrom broad economic psychology that derives from Herrnstein’s discovery of matching, Baum’s formalization of laws of matching,to the ensuing interaction of behavioral psychology and experimental economics pioneered by Hursh, Rachlin and others. The unifying framework of the research presented is the Behavioral Perspective Model (BPM), a critical elaboration of the three-term of contingency of behavior analysis, as it embraces complex economic choice in the marketplace, as well as behavior analytical interpretations of such aspects of consumer choice as attitude-behavior relationships, the adoption and diffusion of innovations, so-called green consumer behavior, and addiction as consumer choice.
Review Gordon Foxall’s biographical statement.