Studies about sales promotions are categorized as one type of consumer behavioral research which emphasizes on the identification of the regular users of promotions1.                            

The perceived risk theory, the economic theory, attribution theory, and psychographicsare utilized in theory-oriented studies to detect the underlying cognitive interpretation behind the degree of usage of sales promotions. The behavioral learning hypothesis is used to clarify buying behavior, the connection between various sorts of sales promotions, and brand retention.

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Behaviorism is a scientific term used in several areas – psychology, biology, and philosophy. The behaviorists define learning is a relatively everlasting modification in behavior achieved through experience or practice; therefore, learning is the aftereffect of the applications of the results2.                                                                                    

Behaviorism provides an understandable interpretation of learning process, and hence, a systematic approach to comprehend behavior. Behaviorism claims that human beings follow the principle of “stimulus-response” which means humans, like other animals, are biological organisms, naturally able of adapting to the changing environment in which they live3.


Stimuli, responses, and reinforcements are three primary factors in behaviorism. The stimulus is a thing/event that triggers the response. The reinforcement is the bridge between the stimuli and the conditional response; therefore, when reinforcement is removed, the connection between the stimuli and the conditioned response will be broken and disappear4.


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