According to behaviourist approach to human behaviour is depended to external events, and importantly, a specific pattern of behaviour can be learned because of external factors (Wiedmann et al., 2007). Advocates of behaviourist approach refer to famous behavioural experiments involving dogs and the impact of external environment on their behaviour conducted by Pavlov (1849-1936) to justify the validity of the approach.
However, Schiffman et al. (2007) argue that while to behaviourist approach to human behaviour has adequate level of relevance to modern marketplace it is not able to explain the issues of consumer behaviour thoroughly on its own.
Schiffman, L., Hansen H. and Kanuk L. (2007) “Consumer Behaviour: A European Outlook”, London: Pearson Education
Wiedmann, K., Hennigs, N. and Siebels, A. (2007) “Measuring Luxury consumer perception: A cross-culture framework”, Academy of Marketing Science review, 2007(7)