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1、Example1BuyingBehaviour:ABriefLiteratureReview[Extracts:"Etc."showswherethetextwascut]Introduction(all)Psychologistshavelongbeeninterestedinthetopicsofbuyingandshoppingbehaviour.Somemajorperspectivesinpsychologysuchasbehaviourismandcognitivismhaveformul
2、ateddifferenttheoriestoexplainbuyingmotivationandbehaviour.Thebehaviouristsstresstheprocessofoperantconditioningandindividual'shistoryofreinforcement,whilethecognitiveapproachputsitsaccentonindividual'sfreewillandintentional,voluntaryaction.Theviewsofthe
3、setwoperspectivescanbeexaminedintermsofthenatureofbuyingbehaviourandtheprocessofchoice.Para.2Withregardtothenatureofbuyingbehaviour,thebehaviouristsconsideritasaresponsetoareinforcer.Oneofthefamousbehaviourist,Alhadeff(1982)representsbuyingbehaviourasthe
4、outcomeoftherelativestrengthsofconflictingapproachandescapebehaviours,eachofwhichisdeterminedbyitsownreinforcers.Etc.Ontheotherhand,thecognitiveperspectiveviewsbuyingbehaviourasmorevoluntary,rationalandintentionalinnatureratherthanmereresponsetotheenviro
5、nment.Peoplebuywhattheywanttobuyandtheirreasonsforbuyingembrace"whateverconsiderationinduced,inclined,weighedwithordecidedthemtobuy"(Beck,1975).Etc.Para<3:Basedontheirdifferentconceptionaboutthenatureofbuyingbehaviour,thebehaviouristandthecognitivetheori
6、stshavedifferentviewsontheprocessofchoicewhenbuying.Thebehaviouristsproposethatconsumerchoicebeginswithanexternalstimulussuchasanadvertisingmessageorword-of-mouthcommunication.Etc.However,thecognitivepsychologistsadoptadifferentapproachtoexplaintheproces
7、sofchoice.Theyconsiderthechoiceofbuyingasarule-followingbehaviourEtc.Para.4(all):Tothebehaviourists,therefore,choiceofbuyingissimplyabehaviour,theonlywayofactinginagivensetofcircumstaiicesdefinedintermsofcontrollingcontingencies.Ontheotherhand,thecogniti
8、vetheoristspresentchoiceofbuyingasanoutcomeofinternal,mentaldeliberationandpsychologicaldecision.Actually,althoughthebehaviouristsandthecognitivetheoristshavedifferentideasofthecontentofchoice,theydosharesimilarviewontheun