An O.B. Mod. Analysis of Consumer Behavior

Abstract

This article extends the theory and practice of O.B. Mod. to procedures for analyzing consumer behavior: brand preference behaviors for beer. The results of a functional analysis indicated that there was little differentiation of brand environments associated with brand preference behaviors. However, field experiments employing reversal designs indicated that consumer prompting and pricing interventions had substantial impacts on purchasing behavior. The discussion suggests that behavior management can be extended to and have substantial impacts on behavior external to organizations such as consumer behaviors.