SKINNER'S BOX AND AIDA MARKETING COMMUNICATION MODEL AS REFLEXIVE CONTROL TOOLS
SKINNER'S BOX AND AIDA MARKETING COMMUNICATION MODEL AS REFLEXIVE CONTROL TOOLS
Author(s): Maryna Chaikovska, Oleksandr ShkedaSubject(s): Marketing / Advertising
Published by: Wyższa Szkoła Ekonomiczno-Humanistyczna
Keywords: Skinner box marketing; reflexive control; influencer marketing; sensory branding; digital marketing; big data; AIDA;
Summary/Abstract: The article examines the experiment with Skinner's box from the point of view of marketing and reflexive control in the context of digitalization. The relevance of this method is determined and a model of the Skinner box marketing strategy is formed. The main components of the last one are: emotional manipulation, information technology and big data. The principles of integrating the AIDA marketing communications model into the SBM strategy, that are oriented on the manipulation object and the information platform used, are formulated.
Journal: MIND Journal
- Issue Year: 2021
- Issue No: 12
- Page Range: 1-13
- Page Count: 13
- Language: English
