title: Radical behaviorist interpretation: Generating and evaluating an account of consumer behavior.
abstract: This article considers an approach to the radical behaviorist interpretation of complex human social behavior. The chosen context is consumer psychology, a field currently dominated by cognitive models of purchase and consumption. The nature of operant interpretation is considered, and several levels of operant analysis of complex economic behavior in affluent marketing-oriented economies are developed. Empirical evidence for the interpretation is considered, and a case is made for the qualified use of the hypothetico-deductive method in the appraisal of operant interpretations of complex behaviors.
authors.forename: G R
authors.initials: GR
authors.lastname: Foxall