BUYING BEHAVIOR ANALYSIS IN A SIMULATED EXPERIMENTAL CONTEXT

The aim of this study was to identify the effects of the consumption scenario(Foxall, 2007) and the level of informational reinforcement (Foxall, 2005) on theprobability of buying behavior. The study involved 56 people between 18 to 20years of age selected through intentional sampling. We designed a web applicationthat emulated conditions of purchase in a virtual store. Functional analysiswas performed using a logit model of LR (logistic regression) to calculate individualand group effects of independient variables. Results indicate that there aresignificant differences in predictions performed with bivariate and multivariatelogit models of the effects of consumption scenario and informational reinforcementon the probability of buying behavior. These effects can be interpreted in thecontext of an operant perspective of symbolic behavior.