Way to act or react, but seen from outside a living organism. Opposed to motive or motivation. Behaviourism is a method of psychological inquiry, an empirical science that study nothing but what ‘an organism does and says’. It is a rather crude materialistic theory that wants to reduce life to a series of stimuli-response and ignores any internal drivers: sentiments, conscience, soul. The development of marketing ‘science’ is largely based on behaviourism theory.
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