Cómo citar
Resumen
Ante la posición preponderante que ha tenido el enfoque cognoscitivo en el desarrollo de la teoría y la investigación en el campo de la psicología del consumidor desde hace más de cuatro décadas, se ha venido desarrollando desde hace varios años el modelo de perspectiva conductual, el cual constituye una alternativa basada en los principios del análisis conductual para la interpretación de los patrones de compra del consumidor, así como de otras conductas de carácter complejo, como el comportamiento gobernado por contingencias y la conducta verbal, tanto pública como privada. Es precisamente, este último aspecto el que se desarrolla con mayor amplitud en este artículo, debido a la importancia que tienen estos estímulos verbales para el desarrollo del modelo, se plantea una revisión de la forma en la que han sido conceptualizados, en primer lugar, desde la psicología cognoscitiva, para luego pasar a considerar el abordaje que se le ha dado al tema desde el enfoque del conductismo radical.Referencias
Ajzen, I.; Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84, p. 888–918.
Boice, R. (1984). Packrats (Neotoma albigula and N. micropus) compared in an operant analogue of foraging behaviors. Journal of Comparative Psychology, 98, p. 115-118.
Bogardus, ES. (1925). Measuring social distances, Journal of Applied Sociology, 9, p. 299-308.
Crouch, S.; Housden, M. (2003). Marketing research for managers (3ra edición). Oxford: Butterworth-Heinemann. 5. DeFleur, ML.; Westie, FR. (1963). Attitude as a Scientific Concept, Social Forces, 42, p. 17-31.
Doob, LW. (1947). The behavior of attitudes, Psychological Review, 54, p. 135-56.
Eagly, AH.; Chaiken, S. (1993). The Psychology of Attitudes. Fort Worth: Harcourt Brace Jovanovich.
Ehrenberg, ASC. (1972). Repeat-Buying: Theory and Applications. Amsterdam: North Holland Publishing Company,
Ehrenberg, ASC. (1988). Repeat-Buying: Facts, Theory and Applications. 2da edición. Nueva York: Oxford University Press/London: Griffin.
Ehrenberg, ASC.; Scriven, J. (1999). Brand Loyalty. En PE. Earl and S. Kemp (eds.). The Elgar Companion to Consumer Research and Economic Psychology, Cheltenham, Gloucestershire: Edward Elgar, p. 53-63.
Fazio, RH. (1986). How do attitudes guide behavior? En: Sorrentino, RM. y Higgins, ET. (eds.) Handbook of Motivation and Cognition: Foundations of Social Behavior. Chichester: Wiley, p. 204-243.
Fazio, RH.; Zanna, MP. (1981). Direct experience and attitude-behavior consistency, Advances in Experimental Social Psychology, 14, p. 161-202.
Fishbein, M.; Ajzen, I. (1975). Belief, Attitude, Intention and Behavior. Reading: Addison-Wesley, p. 6.
Foxall, GR. (1990). Consumer Psychology in Behavioural Perspective. Londres y Nueva York: Routledge. 15. Foxall, GR. (1993). A Behaviourist Perspective on Purchase and Consumption. European Journal of Marketing, 27 (8), p. 7-16.
Foxall, GR. (1997). Marketing Psychology: The Paradigm in the Wings. London: Macmillan.
Foxall, GR. (1998). Radical Behaviorist Interpretation: generating and Evaluating an Account of Consumer Behaviour. The Behaviour Analyst, 21, p. 321-354.
Foxall, GR. (1999). The substitutability of brands. Managerial and Decision Economics, 20 (5), p. 241-257. 19. Foxall, GR.; Greenley, F. (2000). Predicting and Explaining Responses to Consumer Environments: An Empirical Test and Theoretical Extension of the Behavioural Perspective Model. The Services Industrial Journal. 20 (2), p. 39-63.
Foxall, GR.; James, VK. (2001). The behavioural basis of consumer choice: A preliminary analysis. European Journal of Behaviour Analysis, 2, p. 209-220.
Foxall, GR. (ed.) (2002). Consumer Behaviour Analysis: Critical Perspectives. Londres y Nueva York: Routledge.
Foxall, GR.; James, VK. (2003a). The behavioural ecology of brand choice: how and what do consumers maximise? Psychology and marketing, 20, p. 811-836.
Foxall, GR.; Schrezenmaier, TC. (2003b). The behavioural economics of consumer brand choice: Establishing a methodology. Journal of Economic Psychology, 24, p. 675-695.
Foxall, GR.; Oliveira-Castro, JM.; & Schrezenmaier, TC. (2004). The behavioural economics of consumer brand choice: Patterns of reinforcement and utility maximization. Behavioural Processes, 66 (3), p. 235-260.
Foxall, GR. (2005). Understanding Consumer Choice. Hampshire and Nueva York: Ed. Palgrave, McMillan.
Foxall, GR.; Oliveira-Castro, JM.; James, V.; & Schrezenmaier, TC. (2007). Consumer Behaviour Analysis and The Behavioural Perspective Model. Management Online Review, European School of Management.
Hayes, LJ.; Chase, PN. (eds.) (1991). Dialogues on Verbal Behavior. Reno: Context Press.
Hayes, SC.; Hayes, LJ. (1989). The verbal action of the listener as a basis for rulegovernance. En Hayes, SC. (ed) Rule-Governed Behavior: Cognition, Contingencies, and Instructional Control. Nueva York: Plenum, p. 153-90.
Hayes, SC.; Hayes, LJ.; Reese, HW.; & Sarbin, TR. (Eds) (1993). Varieties of Scientific Contextualism. Reno: Context Press.
Hayes, SC.; Barnes-Holmes, D.; & Roche, B. (2001). Relational Frame Theory: A Post-Skinnerian Account of Human Language and Cognition. Nueva York: Kluwer.
Herrnstein, RJ. (1970). On the law of effect. Journal of Experimental Analysis of Behaviour, 13, p. 243-266.
Holbrook, MB.; Hirschman, EC. (1982). The experiential aspects of consumption: consumer fantasies, feelings and fun. Journal of Consumer Research. 9, p. 132-140.
Horne, PJ.; Lowe, CF. (1996). On the origins of naming and other symbolic behavior, Journal of the Experimental Analysis of Behavior, 65, p. 185–241.
Hursh, SR. (1980). Economic concepts for the analysis of behavior. Journal of the Experimental Analysis of Behavior, 34, p. 219–238.
Hursh, SR. (1984). Behavioral economics. Journal of the Experimental Analysis of Behavior, 42, p. 435–452.
Likert, R. (1932). A technique for the measurement of attitudes, Archives of Psychology, 140, p. 5–53.
Lowe, CF., (1983). Radical behaviorism and human psychology. En GCL., Davey (ed). Animals models of human behavior. Chichester: Wiley, p. 71-93.
Newman, A.; Foxall, GR. (2003). In-store customer behaviour in the fashion sector: some emerging methodological and theoretical direction, International Journal of Retail and Distribution Management, 31, p. 591-600.
Oliveira-Castro, JM.; Foxall, GR.; & Schrezenmaier, TC. (2005). Patterns of consumer response to retail price differentials. Service Industries Journal, 25, p. 1-27.
Oliveira-Castro, JM.; Foxall, GR.; & Schrezenmaier, TC. (2006). Consumer brand choice: Individual and group analyses of demand elasticity. Journal of the Experimental Analysis of Behavior, 85 (2), p. 147-166.
Olson, JM.; Zanna, MP. (1993). Attitudes and attitude change, Annual Review of Psychology, 44, p. 117–54.
Petty, RE.; Priester, JR.; & Wegener, DT. (1994). Cognitive processes in attitude change. En Wyer, RS.; Srull, TK. (eds.) (1994) Handbook of Social Cognition. Volume 2: Application. Second edition. Hillsdale, NJ: Erlbaum, p. 70.
Sandoval, M.; Caycedo, C.; & López, W. (2008). Desarrollo histórico del pluralismo en la psicología del consumidor y tendencias actuales (en prensa).
Sandoval, M.; Robayo, O.; Rincón, J.; Cortés, O. (2009). Patrones de elección de marca en función de los cambios en los niveles de refuerzo utilitario e informacional en categorías de productos de consumo masivo. Revista Latinoamericana de Psicología, 41 (3), p. 497-517.
Schuman, H.; Johnson, MP. (1976). Attitudes and behavior, Annual Review of Sociology, 2, p. 161–207.
Seibold, D. (1980). Attitude-verbal report-behavior relationships as causal processes: formulation, test, and communication implications. En Cushman, DP. y McPhee, RD. (Eds.) Message-Attitude-Behavior Relationship. Nueva York: Academic Press, p. 195-244
Sidman, M. (1994). Equivalence Relations and Behavior: A Research Story. Boston: Authors Cooperative. 48. Skinner, BF. (1953). Science and Human Behaviour. Nueva York: The Macmillan Company.
Skinner, BF. (1957) Verbal Behavior. New York: Century.
Skinner, BF. (1969). Contingencies of Reinforcement: A Theoretical Interpretation. Englewood Cliffs, NJ: Prentice-Hall.
Schwartz, B.; Lacey, H. (1988). What Applied Studies of Human Operant Conditioning Tell Us about Humans and About Operant Conditioning. En G. Davey; C. Cullen (eds.) Human Operant Conditioning and Behaviour Modification. Chichester: John Wiley & Sons, p. 27-42.
Tesser, A.; Shaffer, D. (1990). Attitudes and attitude change, Annual Review of Psychology, 41, p. 479–524.
Uncles, M.D.; Ehrenberg, ASC.; & Hammond, K. (1995). Patterns of buyer behavior: regularities, models and extensions. Marketing Science, 14 (3), p. 71-87.
Wansink, B.; Sudman, S. (2002). Consumer Panels. Chicago: American Marketing Association.
Wicker, AW. (1969). Attitude versus actions: the relationship of verbal and overt behavioral responses to attitude objects, Social Issues, 25, p. 41-78.
Poliantea by Institución Universitaria Politécnico Grancolombiano is licensed under a Creative Commons Reconocimiento-NoComercial-SinObraDerivada 3.0 Unported License.
Creado a partir de la obra en http://www.poligran.edu.co/poliantea.