An Exploratory Study of Operant Conditioning Theory as a Predictor of Online Product Selection

An Exploratory Study of Operant Conditioning Theory as a Predictor of Online Product Selection

Victor Perotti (Rochester Institute of Technology, USA), Patricia Sorce (Rochester Institute of Technology, USA) and Stanley Widrick (Rochester Institute of Technology, USA)
Copyright: © 2003 |Pages: 13
DOI: 10.4018/jeco.2003010103
OnDemand PDF Download:
$37.50

Abstract

The 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.

Complete Article List

Search this Journal:
Reset
Open Access Articles: Forthcoming
Volume 15: 4 Issues (2017): 2 Released, 2 Forthcoming
Volume 14: 4 Issues (2016)
Volume 13: 4 Issues (2015)
Volume 12: 4 Issues (2014)
Volume 11: 4 Issues (2013)
Volume 10: 4 Issues (2012)
Volume 9: 4 Issues (2011)
Volume 8: 4 Issues (2010)
Volume 7: 4 Issues (2009)
Volume 6: 4 Issues (2008)
Volume 5: 4 Issues (2007)
Volume 4: 4 Issues (2006)
Volume 3: 4 Issues (2005)
Volume 2: 4 Issues (2004)
Volume 1: 4 Issues (2003)
View Complete Journal Contents Listing