Association for Behavior Analysis International

The Association for Behavior Analysis International® (ABAI) is a nonprofit membership organization with the mission to contribute to the well-being of society by developing, enhancing, and supporting the growth and vitality of the science of behavior analysis through research, education, and practice.


39th Annual Convention; Minneapolis, MN; 2013

Event Details

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Invited Tutorial #62
CE Offered: PSY/BACB
Consumer Behavior Analysis: Behavioral Economics Meets the Marketplace
Saturday, May 25, 2013
3:00 PM–3:50 PM
Main Auditorium (Convention Center)
Domain: Theory
PSY/BACB CE Offered. CE Instructor: Gordon R. Foxall, Ph.D.
Chair: Donald A. Hantula (Temple University)
Presenting Authors: : GORDON R. FOXALL (Cardiff University)

Consumer behavior analysis is concerned with the application of behavioral economics to the marketplace of human purchase and consumption activities. Operant choice is economic behavior: the allocation of limited responses among competing alternatives. Both matching analysis and behavioral economics, which are at the heart of this tutorial, lead to the conclusion that all behavior is choice and can be analyzed in economic terms. Consumer behavior analysis has a more restricted sphere of application: human economic and social choices which involve social exchange. In examining this contribution in its potential to illuminate consumer behavior in situ, the tutorial rangesfrom broad economic psychology that derives from Herrnstein’s discovery of matching, Baum’s formalization of laws of matching,to the ensuing interaction of behavioral psychology and experimental economics pioneered by Hursh, Rachlin and others. The unifying framework of the research presented is the Behavioral Perspective Model (BPM), a critical elaboration of the three-term of contingency of behavior analysis, as it embraces complex economic choice in the marketplace, as well as behavior analytical interpretations of such aspects of consumer choice as attitude-behavior relationships, the adoption and diffusion of innovations, so-called "green" consumer behavior, and addiction as consumer choice.

Instruction Level: Intermediate
Target Audience:

Post-master's behavior analysts, BCBAs

Learning Objectives: At the conclusion of the presentation, the participant will be able to: 1. Define the Behavioral Perspective Model (BPM), and explain how it elaborates the three-term contingency. 2. Explain the contributions of behavioral economics to understanding patterns of consumer behavior. 3. Translate the techniques underlying the BPM matching analysis to real-world economic situations.
GORDON R. FOXALL (Cardiff University)
Gordon Foxall is Distinguished Research Professor at Cardiff Business School, Cardiff University, United Kingdom, where he directs the Consumer Behaviour Analysis Research Group (CBAR). He holds Ph.D.s in industrial economics and business (University of Birmingham) and in psychology (University of Strathclyde), and a higher doctorate (DSocSc), also from the University of Birmingham. The author of more than 200 refereed papers and more than 20 books, he has held visiting appointments at the Universities of Michigan and Oxford, and is also Visiting Professor of Economic Psychology at the University of Durham. A Fellow of the British Psychological Society (FBPsS) and of the British Academy of Management (FBAM), he is an Academician of the Academy of Social Science (AcSS). His research interests are in psychological theories of choice and their neuroeconomic underpinnings and in the explanation of consumer choice and the behaviour of the marketing firm. His work on the behavioural economics of consumer choice has inaugurated a new area of research, consumer behaviour analysis, which brings behavioural economics and behavioural psychology to the investigation of consumer and marketer behavior in the natural settings of contemporary markets. The most recent monograph to emerge from this research program, The Marketing Firm: Economic Psychology of Corporate Behaviour, co-authored with Kevin Vella, was published by Edward Elgar in 2011. Webpage:
Keyword(s): behavioral economics, behavioral perspective model, consumer behavior analysis



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