The neurophysiological Behavioral Perspective Model of consumer choice and its contribution to the intentional behaviorist research programme.

Cognitive explanations raise epistemological problems not faced by accounts confined to observable variables. Many explanatory components of cognitive models are unobservable: beliefs, attitudes, and intentions, for instance, must be made empirically available to the researcher in the form of measures of observable behavior from which the latent variables are inferred. The explanatory variables are abstract and theoretical and rely, if they are to enter investigations and explanations, on reasoned agreement on how they can be captured by proxy variables derived from what people say and how they behave. Psychometrics must be founded upon a firm, intersubjective agreement among researchers and users of research on the relationship of behavioral measures to the intentional constructs to which they point and the latent variables they seek to operationalize. Only if these considerations are adequately addressed can we arrive at consistent interpretations of the data. This problem provides the substance of the intentional behaviorist research programme which seeks to provide a rationale for the cognitive explanation. Within this programme, two versions of the Behavioral Perspective Model (BPM), an extensional portrayal of socioeconomic behavior and a corresponding intentional approach, address the task of identifying where intentional explanation becomes necessary and the form it should take. This study explores a third version, based on neurophysiological substrates of consumer choice as a contributor to this task. The nature of "value" is closely related to the rationale for a neurophysiological model of consumer choice. The variables involved are operationally specified and measured with high intersubjective agreement. The intentional model (BPM-I), depicting consumer action in terms of mental processes such as perception, deliberation, and choice, extends the purview of the BPM to new situations and areas of explanation.

Social media sites users' choice between utilitarian and informational reinforcers assessed using temporal discounting.

Objective: This study provides a first approach to the use of the Multiple-Choice Procedure in social media networks use, as well as empirical evidence for the application of the Behavioral Perspective Model to digital consumption behavior in young users in conjunction with a methodology based on behavioral economics. Participants/methods: The participants were part of a large university in Bogotá, Colombia, and they received an academic credit once they completed the online questionnaire. A total of 311 participants completed the experiment. Of the participants, 49% were men with a mean age of 20.6 years (SD = 3.10, Range = 15-30); 51% were women with a mean age of 20.2 years (SD = 2.84, Range = 15-29). Results: Among the total participants, 40% reported that they used social networks between 1 and 2 h a day, 38% between 2 and 3 h, 16% for 4 h or more, and the remaining 9% used them for 1 h or less per day. The factorial analysis of variance (ANOVA) allowed us to identify a statistically significant effect of the delay of the alternative reinforcer, that is, the average crossover points were higher when the monetary reinforcer was delayed 1 week, compared to the immediate delivery of the monetary reinforcer. There was no statistically significant effect of the interaction between the magnitude of the reinforcer and the delay time of the alternative reinforcer. Conclusions: This study supports the relative reinforcing value of an informational reinforcement consequence such as social media use, which is sensitive to both the magnitude of reinforcement and the delay in delivery as individual factors. The findings on reinforcer magnitude and delay effects are consistent with previous research that have applied behavioral economics to the study of non-substance-related addictions.

Vaccine Refusal: A Preliminary Interdisciplinary Investigation.

Many people who generally receive standard recommended inoculations refuse to partake of COVID-19 vaccines, preventatives that are effective, safe, and life-saving amidst the current pandemic. Our quest is to understand this puzzling and dangerous phenomenon, as it exists among US and UK citizens, whom in other respects would be regarded as quite regular. We will discuss Vaccine Refusal compared with two better understood phenomena: addiction, and akrasia, along with the related matters of human action, intention, agency, will, and identity. Vaccine Refusal, we will argue, appears to be rewarded by "informational reinforcement" leading to heightened arousal, along with increases in self-esteem resulting from "bucking the trend," asserting one's "superior" understanding, and "tribal identity" in acting against social norms. These factors provide an overall reward amounting to satisfaction that outweighs the well-known consequences of COVID-19 infections. Our investigations will also lead us to a pair of epistemological hypotheses about two subtypes of the Vaccine Refusers under consideration here.

Does excessive use of smartphones and apps make us more impulsive? An approach from behavioural economics.

PURPOSE: Problematic smartphone use has been associated with negative effects in work and school environments. This study proposes the application of a behavioural economics perspective to establish whether heavy smartphone users show a tendency to devalue the consequences of their behaviour in the long term. To address this proposition, the study sought to establish how an objective measurement of usage time of smartphones and apps might help to predict, firstly, participants' choice behaviour and, secondly, their perceived dependence levels. DESIGN/METHODOLOGY/APPROACH: An objective measurement of the usage time of smartphones and apps was conducted over four weeks (N = 560 data points), and a computer-based intertemporal choice task and the Spanish version of the Smartphone Addiction Inventory (SPAI) were applied. The participants were twenty undergraduate college students. FINDINGS: Although the usage time of devices and apps failed to predict the choice behaviour, a correlation was found between the total usage time of smartphones and WhatsApp and Facebook apps and users' dependence level. On the other hand, dependence had a positive effect on the average selection of the impulsive choice. ORIGINALITY/VALUE: This paper proposes the application of a behavioural economics perspective to explore the relationship between objectively measured usage time of smartphone and apps, choice behaviours in an intertemporal task and users' perceived dependence levels. This allows us to consider an alternative to the traditional psychiatric approach in an environment of increasing access to and use of mobile digital platforms.

Consumer Maximization of Utilitarian and Informational Reinforcement: Comparing Two Utility Measures with Reference to Social Class.

Based upon the Behavioral Perspective Model (BPM), previous analysis has shown that consumers tend to maximize utility as a function of the level of utilitarian (functional) and informational (social) reinforcement offered by brands. A model of consumer brand choice was developed, which applied a Cobb-Douglas utility function to the parameters that constitute the BPM, using consumer panel data. The present paper tested a variation of the previous model, which allows for measures of consumer utility at the level of aggregate household, in addition to utility per consumed product unit (e.g., gram), and examined the relations of obtained utility with consumers' social class and age. Results indicate that the model fitted the data well, generating consistent parameters, and that utility per product unit, but not total household utility, was positively correlated to social class. These findings suggest that, in the case of supermarket food items, higher-income households obtain higher levels of utility than lower-income households by purchasing brands that offer more utilitarian and informational reinforcement per product unit rather than their buying larger quantities of brands offering lower reinforcement levels.

Building Consumer Understanding by Utilizing a Bayesian Hierarchical Structure within the Behavioral Perspective Model.

This study further develops the theoretical and empirical literature on the Behavioral Perspective Model (BPM) in three ways through an empirical analysis of the Great Britain (GB) biscuit category. First, following a literature review and a category analysis, a more complex model is constructed using the BPM structure and then testing the hypothesis uncovered. Second, the structure of the data theoretically calls for a hierarchical structure of the model, and hence, this is introduced into the BPM framework and is compared to a non-hierarchical structure of the same model. Finally, a discussion is undertaken on the advantages of a Bayesian approach to calculating parameter inference. Two models are built by utilizing vague and informed prior distributions respectively, and the results are compared. This study shows the importance of building appropriate model structures for analysis and demonstrates the advantages and challenges of utilizing a Bayesian approach. It also further demonstrates the BPM's suitability as a vehicle to better understand consumer behavior.

NEURAL Networks and Consumer Behavior: NEURAL Models, Logistic Regression, and the Behavioral Perspective Model.

This paper investigates the ability of connectionist models to explain consumer behavior, focusing on the feedforward neural network model, and explores the possibility of expanding the theoretical framework of the Behavioral Perspective Model to incorporate connectionist constructs. Numerous neural network models of varying complexity are developed to predict consumer loyalty as a crucial aspect of consumer behavior. Their performance is compared with the more traditional logistic regression model and it is found that neural networks offer consistent advantage over logistic regression in the prediction of consumer loyalty. Independently determined Utilitarian and Informational Reinforcement variables are shown to make a noticeable contribution to the explanation of consumer choice. The potential of connectionist models for predicting and explaining consumer behavior is discussed and routes for future research are suggested to investigate the predictive and explanatory capacity of connectionist models, such as neural network models, and for the integration of these into consumer behavior analysis within the theoretical framework of the Behavioral Perspective Model.

Metacognitive Control of Categorial Neurobehavioral Decision Systems.

The competing neuro-behavioral decision systems (CNDS) model proposes that the degree to which an individual discounts the future is a function of the relative hyperactivity of an impulsive system based on the limbic and paralimbic brain regions and the relative hypoactivity of an executive system based in prefrontal cortex (PFC). The model depicts the relationship between these categorial systems in terms of the antipodal neurophysiological, behavioral, and decision (cognitive) functions that engender normal and addictive responding. However, a case may be made for construing several components of the impulsive and executive systems depicted in the model as categories (elements) of additional systems that are concerned with the metacognitive control of behavior. Hence, this paper proposes a category-based structure for understanding the effects on behavior of CNDS, which includes not only the impulsive and executive systems of the basic model but a superordinate level of reflective or rational decision-making. Following recent developments in the modeling of cognitive control which contrasts Type 1 (rapid, autonomous, parallel) processing with Type 2 (slower, computationally demanding, sequential) processing, the proposed model incorporates an arena in which the potentially conflicting imperatives of impulsive and executive systems are examined and from which a more appropriate behavioral response than impulsive choice emerges. This configuration suggests a forum in which the interaction of picoeconomic interests, which provide a cognitive dimension for CNDS, can be conceptualized. This proposition is examined in light of the resolution of conflict by means of bundling.

The marketing firm and consumer choice: implications of bilateral contingency for levels of analysis in organizational neuroscience.

The emergence of a conception of the marketing firm (Foxall, 1999a) conceived within behavioral psychology and based on a corresponding model of consumer choice, (Foxall, 1990/2004) permits an assessment of the levels of behavioral and organizational analysis amenable to neuroscientific examination. This paper explores the ways in which the bilateral contingencies that link the marketing firm with its consumerate allow appropriate levels of organizational neuroscientific analysis to be specified. Having described the concept of the marketing firm and the model of consumer behavior on which it is based, the paper analyzes bilateral contingencies at the levels of (i) market exchange, (ii) emotional reward, and (iii) neuroeconomics. Market exchange emerges as a level of analysis that lends itself predominantly to the explanation of firm-consumerate interactions in terms of the super-personal level of reinforcing and punishing contingencies: the marketing firm can be treated as a contextual or operant system in its own right. However, the emotional reward and neuroeconomic levels of analysis should be confined to the personal level of analysis represented by individual managers on the one hand and individual consumers on the other. This also entails a level of abstraction but it is one that can be satisfactorily handled in terms of the concept of bilateral contingency.

Cognitive requirements of competing neuro-behavioral decision systems: some implications of temporal horizon for managerial behavior in organizations.

Interpretation of managerial activity in terms of neuroscience is typically concerned with extreme behaviors such as corporate fraud or reckless investment (Peterson, 2007; Wargo et al., 2010a). This paper is concerned to map out the neurophysiological and cognitive mechanisms at work across the spectrum of managerial behaviors encountered in more day-to-day contexts. It proposes that the competing neuro-behavioral decisions systems (CNBDS) hypothesis (Bickel et al., 2012b) captures well the range of managerial behaviors that can be characterized as hyper- or hypo-activity in either the limbically-based impulsive system or the frontal-cortically based executive system with the corresponding level of activity encountered in the alternative brain region. This pattern of neurophysiological responding also features in the Somatic Marker Hypothesis (Damasio, 1994) and in Reinforcement Sensitivity Theory (RST; Gray and McNaughton, 2000; McNaughton and Corr, 2004), which usefully extend the thesis, for example in the direction of personality. In discussing these theories, the paper has three purposes: to clarify the role of cognitive explanation in neuro-behavioral decision theory, to propose picoeconomics (Ainslie, 1992) as the cognitive component of competing neuro-behavioral decision systems theory and to suggest solutions to the problems of imbalanced neurophysiological activity in managerial behavior. The first is accomplished through discussion of the role of picoeconomics in neuro-behavioral decision theory; the second, by consideration of adaptive-innovative cognitive styles (Kirton, 2003) in the construction of managerial teams, a theme that can now be investigated by a dedicated research program that incorporates psychometric analysis of personality types and cognitive styles involved in managerial decision-making and the underlying neurophysiological bases of such decision-making.

A behavioral-economic analysis of the essential value of brands.

Recently, Hursh and Silberberg (2008) have advanced a behavior-economic approach to measure the value of reinforcers, in which demand elasticity is measured relative to the point at which price is zero, a technique that allows for comparisons across reinforcers that show different consumption patterns or across different dosages or magnitudes of the same reinforcer. The authors have proposed an exponential model in which the elasticity coefficient measures the essential value of reinforcers. The application of the exponential model in various experiments has shown that it provided a good fit to the data and supplied different theoretically consistent results. Considering that this previous research has either been experimentally based or has involved nonhuman participants, the present work examined the application of the model to the analysis of changes in consumption of brands with changes in prices, employing data from actual consumers buying brands of food products in grocery shopping, differing in the level of informational (i.e., socially mediated) and utilitarian (i.e., product mediated) reinforcement they offered. Purchase information concerning two products was obtained from a consumer panel, which included data related to purchases of more than 1600 consumers during 52 weeks. The model, calculated for different brands, fitted the data only moderately, but its parameters showed good reliability across stores. The essential value of brands showed significant increases with increases in brand informational reinforcement. The results indicate the reliability of the measure of essential value as its application is extended from the closed setting of the laboratory to the open settings of the marketplace and to symbolic secondary reinforcers.

On the tautology of the matching law in consumer behavior analysis.

Matching analysis has often attracted the criticism that it is formally tautological and hence empirically unfalsifiable, a problem that particularly affects translational attempts to extend behavior analysis into new areas. An example is consumer behavior analysis where application of matching in natural settings requires the inference of ratio-based relationships between amount purchased and amount spent. This gives rise to the argument that matching is an artifact of the way in which the alleged independent and dependent variables are defined and measured. We argue that the amount matching law would be tautological only in extreme circumstances (those in which prices or quantities move strictly in proportion); this is because of the presence of an error term in the matching function which arises from aggregation, particularly aggregation over brands. Cost matching is a viable complement of amount matching which avoids this tautology but a complete explanation of consumer choice requires a viable measure of amount matching also. This necessitates a more general solution to the problem of tautology in matching. In general, the fact that there remain doubts about the functional form of the matching equation itself implies the absence of a tautology. In proposing a general solution to the problem of assumed tautology in matching, the paper notes the experiences of matching researchers in another translation field, sports behavior.

Explaining consumer choice: coming to terms with intentionality.

Any attempt to understand the nature of behaviorism as a philosophy of science, to depict the essence of its distinctive explanatory system, or to delimit the scope of its capacity to explicate behavior, requires an appreciation of how its practitioners use language. Three behaviorist theories that are especially relevant to the explanation of economic behavior - radical behaviorism, teleological behaviorism, and picoeconomics - provide a necessary array of theoretical perspectives in that each contributes uniquely to understanding consumer choice. Despite the differences that separate them at a methodological level, and the internecine disputes in which their adherents sometimes address one another, these three perspectives play complementary roles in the depiction of everyday consumer behavior. Moreover, this combination of behavior theories owes much to the way in which each has responded to the challenge of intentional explanation. In order to demonstrate this, the paper proposes a framework of analysis which portrays the essential differences between intentional explanation and the extensional approach towards which many behaviorists have striven, and argues that while radical behaviorism scrupulously avoids intentional terms, teleological behaviorism and picoeconomics have in differing ways come to terms with the necessity of combining a behaviorist perspective with the explanatory value of intentional terminology. This continuum of explanations is applied to recent findings of consumer behavior analysis on consumer choice in natural environments.

Consumer Behavior analysis: the case of brand choice

Cognitive theories have dominated the field of consumer behavior for the last decades. However, the observed lack of consistency between attitudes and behavior has suggested the need of investigating more thoroughly situational and behavioral variables. Consumer behavior analysis can be viewed as an alternative theoretical approach that emphasizes situational variables and measures of behavior. Within consumer behavior analysis, the Behavioral Perspective Model (BPM) interprets consumer behavior as occurring at the intersection of the individual’s learning history and the consumer setting, which signals utilitarian and informational consequences associated with consumption-related responses. Utilitarian consequences are mediated by the product or service and are related to its functional benefits. Informational consequences are social, mediated by other people, and are related to feedback upon consumers’ behavior, such as social status and prestige. In the present paper, as an example of the type of research inspired by the BPM, investigations on consumers’ patterns of brand choice are described, which have been able to identify, among other things, how consumers’ brand repertoires are formed and how brands are selected within those repertoires. Taken together, results indicate that the BPM offers a useful conceptual framework for interpreting, investigating and explaining consumer behavior.(AU)

Teorias cognitivas têm dominado o campo do comportamento do consumidor para as últimas décadas. No entanto, a observar a falta de coerência entre atitudes e comportamentos que sugeriu a necessidade de investigar mais profundamente variáveis situacionais e comportamentais. Análise do comportamento dos consumidores pode ser encarada como uma alternativa teórica que enfatiza a abordagem de variáveis situacionais e medidas de comportamento. Dentro de análise ao comportamento do consumidor, a Behavioral Perspective Model (BPM) interpreta o comportamento do consumidor como ocorre na intersecção da história da aprendizagem individual e do consumidor, que fixa, o que indica utilitarista e informacional consequências associadas ao consumo relacionados com as respostas. Utilitarista consequências são mediadas pelo produto ou serviço e estão relacionados aos seus benefícios funcionais. Informational consequências sociais, mediado por outras pessoas, e estão relacionados com feedback aos consumidores "comportamento, tais como status social e prestígio. No presente trabalho, como um exemplo do tipo de investigação inspirada pela BPM, as investigações sobre os consumidores "padrões de escolha são descritas marca, que foram capazes de identificar, entre outras coisas, como os consumidores" marca repertórios são formadas e como marcas são selecionados dentro destes repertórios. Tomados em conjunto, os resultados indicam que o BPM oferece um útil quadro conceptual para interpretar, investigar e explicar o comportamento do consumidor. (AU)

Consumer brand choice: individual and group analyses of demand elasticity.

Following the behavior-analytic tradition of analyzing individual behavior, the present research investigated demand elasticity of individual consumers purchasing supermarket products, and compared individual and group analyses of elasticity. Panel data from 80 UK consumers purchasing 9 product categories (i.e., baked beans, biscuits, breakfast cereals, butter, cheese, fruit juice, instant coffee, margarine and tea) during a 16-week period were used. Elasticity coefficients were calculated for individual consumers with data from all or only 1 product category (intra-consumer elasticities), and for each product category using all data points from all consumers (overall product elasticity) or 1 average data point per consumer (interconsumer elasticity). In addition to this, split-sample elasticity coefficients were obtained for each individual with data from all product categories purchased during weeks 1 to 8 and 9 to 16. The results suggest that: 1) demand elasticity coefficients calculated for individual consumers purchasing supermarket food products are compatible with predictions from economic theory and behavioral economics; 2) overall product elasticities, typically employed in marketing and econometric research, include effects of interconsumer and intraconsumer elasticities; 3) when comparing demand elasticities of different product categories, group and individual analyses yield similar trends; and 4) individual differences in demand elasticity are relatively consistent across time, but do not seem to be consistent across products. These results demonstrate the theoretical, methodological, and managerial relevance of investigating the behavior of individual consumers.

The behavioral economics of consumer brand choice: patterns of reinforcement and utility maximization.

Purchasers of fast-moving consumer goods generally exhibit multi-brand choice, selecting apparently randomly among a small subset or "repertoire" of tried and trusted brands. Their behavior shows both matching and maximization, though it is not clear just what the majority of buyers are maximizing. Each brand attracts, however, a small percentage of consumers who are 100%-loyal to it during the period of observation. Some of these are exclusively buyers of premium-priced brands who are presumably maximizing informational reinforcement because their demand for the brand is relatively price-insensitive or inelastic. Others buy exclusively the cheapest brands available and can be assumed to maximize utilitarian reinforcement since their behavior is particularly price-sensitive or elastic. Between them are the majority of consumers whose multi-brand buying takes the form of selecting a mixture of economy -- and premium-priced brands. Based on the analysis of buying patterns of 80 consumers for 9 product categories, the paper examines the continuum of consumers so defined and seeks to relate their buying behavior to the question of how and what consumers maximize.