An Exploratory Study of Operant Conditioning Theory as a Predictor of Online Product Selection
AbstractThe present research applies operant conditioning theory to the question of what products and services consumers will shop for and buy online. Operant conditioning theory explains differences between products that are used to alleviate uncomfortable experiences (negative reinforcement) and those providing enjoyable experiences (positive reinforcement). The preliminary results described in this study confirmed the importance of operant conditioning as a factor in the behavior of online shoppers. For example, when asked to provide an open-ended list of products that they had shopped for, our respondents mentioned products that produce positive reinforcement 476 times versus only 4 mentions for those that create negative reinforcement. Furthermore, for a list of seventeen common product categories, the results showed that respondents were not only less likely to shop for negative reinforcement products but also even less likely to purchase negative products online than positive products. The results of this exploratory study lay the groundwork for future research by introducing negative and positive reinforcement as a predictor of Internet shopping behavior.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by IGI Global in its journal Journal of Electronic Commerce in Organizations (JECO).
Volume (Year): 1 (2003)
Issue (Month): 1 (January)
Contact details of provider:
Web page: http://www.igi-global.com
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journal Editor).
If references are entirely missing, you can add them using this form.