ABSTRACT

The Behavioral Perspective Model (BPM) represents an approach to integrate the principles of behavior analysis to consumer research (Foxall, 1990, 1997), where the operant contingency model is used to explain the determinants of purchase and consumption (Sandoval et al., 2010). The BPM suggests that consumer behavior is a function of the interaction of the individual and the context of purchase and consumption; the latter is determined by the history of individual learning in each of these purchase contexts, in connection with a product category, and the consequences that this behavior produces in the current context (Foxall, 2007). 

Many phenomena related to purchase and consumption can be addressed through the approach provided by BPM, including brand loyalty, purchasing patterns in the contexts of developing economies and the peculiarities of market scenarios in these economies and cultures. Other phenomena can also be investigated, such as inhibition or replacement of purchase, i.e. the circumstances that promote saving money, protecting natural resources with the purchase of green brands, or the involvement of consumers in behaviors such as donations, activism and other pro-ecological behaviors (Foxall, 1995).