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Direct linkVella, Kevin J.; Foxall, Gordon R. – Psychological Record, 2013
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…
Descriptors: Consumer Economics, Theories, Marketing, Case Studies
