Consumer behavior analysis as a foundation of operant behavioral economics

Foxall, Gordon R. ORCID: https://orcid.org/0000-0002-3572-6456, Oliveira-Castro, Jorge M. and Porto, Rafael 2025. Consumer behavior analysis as a foundation of operant behavioral economics. Reed, D., Kaplan, B. and Gilroy, S., eds. Handbook of Operant Behavioral Economics, Elsevier, pp. 323-345. (10.1016/B978-0-323-95745-8.00012-2)

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Abstract

Consumer behavior analysis uses operant psychology to explore the socio-economic aspects of consumption through a multidisciplinary approach that integrates behavioral psychology, economics, and consumer research. It relies on the three-term contingency to predict and potentially control purchasing and consumption behaviors in natural settings. This paradigm is adapted to analyze the buying and usage of products and services, considering contextual influences, and adopts the Behavioral Perspective Model (BPM) as a tool that transforms the operant paradigm into a framework for studying consumer behavior, particularly in marketing-driven economies. The chapter reviews empirical studies that incorporate BPM and behavioral-economic concepts and discusses the role of the marketing firm as a meta contingency, producing a marketing mix to meet consumer demands. It emphasizes consumer behavior analysis as a crucial foundation for operant behavioral economics.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Elsevier
ISBN:	9780323957458
Last Modified:	05 Nov 2025 10:28
URI:	https://orca.cardiff.ac.uk/id/eprint/179484

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