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ERIC Number: EJ1017464
Record Type: Journal
Publication Date: 2013
Pages: 28
Abstractor: As Provided
ISSN: ISSN-0033-2933
The Marketing Firm: Operant Interpretation of Corporate Behavior
Vella, Kevin J.; Foxall, Gordon R.
Psychological Record, v63 n2 p375-402 Spr 2013
In this article we address the issue of applying operant psychology to derive plausible and useful interpretations of complex firm behavior in natural settings. The objective is to discuss an appropriate methodology based on case study design, developed specifically in Vella and Foxall (2011), to produce an operant interpretation of secondary documentary evidence. We present a summary of the more salient aspects of the discussion and analysis of the research to demonstrate the robustness of the methodology and to highlight strengths and limitations of the approach. Improvements are suggested.
Southern Illinois University Carbondale. Mailcode 4609, Rehabilitation Institute, Carbondale, IL 62901-4609. Tel: 618-536-7704; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom
Grant or Contract Numbers: N/A