Abstract

ROBAYO PINZON, Oscar  and  ORTEGON CORTAZAR, Leonardo. Brand choice patterns and differential reinforcement levels in consumer products' categories. Psicol. caribe [online]. 2013, vol.30, n.3, pp.449-477. ISSN 2011-7485.

The Behavioral Perspective Model (bpm) sets the study of buying patterns and the relationship that exists between these patterns and two differential reinforcement levels (utilitarian and informational) in seven categories of fast moving consumer products. To this end, it was applied a consumer panel design. We found that buying patterns had a similar behavior to that observed in developed countries. Moreover, we found two significant factors associated with the two levels of reinforcement raised by the model. Discussion is presented in an approach from behavioral analysis in relation to verbal behavior as alternative interpretation within the bpm.

Keywords : Consumer-behavioral analysis; behavioral perspective model; verbal-behavior; brand choice.

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