ABSTRACT
This chapter describes and evaluates the model in the context of micro-positive marketing in profit and not-for-profit sectors. The Behavioral Perspective Model (BPM) contributes to marketing science in two ways. First, it provides a means of conceptualizing situational influences on consumer behavior. Cognitive decision models assume purchasing to be the outcome of goal-directed information processing: consumer sets objectives, plans their achievement and intentionally deploys resources to secure desired benefits. Second, the BPM suggests a new understanding of marketing strategy. The chapter examines the applied goal of BPM: to understand how marketing strategies increase approach and, where ethically acceptable, reduce escape and avoidance. A model of consumer behavior based on operant principles must be able to relate the strengthening or elimination of responses consistently to the environmental consequences which reinforce or punish them. Consumer behaviors which require systematic collection or accumulation of a specified number of tokens before a major reinforcement is provided are apparently maintained on a fixed ratio schedule.
