Showing papers by "Nicholls State University published in 1985"
TL;DR: In this paper, the authors proposed a method to help academicians and practitioners better fit manuscripts to journals by analyzing 50 selected journals for perceptions of quality, and evaluated the quality of the submitted manuscripts.
Abstract: This paper was undertaken to help academicians and practitioners better fit manuscripts to journals. Fifty selected journals were analyzed for perceptions of quality.
101 citations
TL;DR: In this paper, the authors provide an overview of instrumental learning and demonstrate its application in a marketing situation and present a case study of the use of learning theory in the context of consumer behavior.
Abstract: When modern‐day students of marketing turned from the economic explanation of consumer behavior, learning theory was one of the first resources in which they sought more useful alternative concepts. This was a logical move for two reasons: because of the abundance of research conducted in psychology and social psychology; and because learning is close to the central interest of many of those concerned with consumer behavior. However, marketing scholars have given little consideration to one of the most influential perspectives developed in psychology‐the instrumental‐learning approach stimulated by the work of B. F. Skinner. The purpose of this paper is to provide an overview of instrumental learning and demonstrate its application in a marketing situation.
11 citations