| A | B |
|---|
| BEHAVIORISM | the psychological theory (of Watson & Skinner) that all behavior is the result of stimuli & reinforcements |
| BLACK BOX | the Behaviorist doctrine that we can only observe stimuli, reinforcements, and responses, and not what is going on in a person's mind |
| CONSUMER | a customer or potential customer |
| DATA | a plural word meaning the bits of information which have been observed |
| EMPIRICISM | the method of science: this is based upon objectivity & precision of measurement |
| INFERENCE | the process of reasoning from something directly observed to something else not directly observed |
| ORGANISM | a person (or animal) |
| PROMOTION | advertising & direct sales |
| PSYCHOLOGY | the scientific study of behavior |
| SKINNER | a 20th century behaviorist who reduced all behavior to the result of reinforcement |
| WATSON | an early 20th century behaviorist who reduced all behavior to stimulus and response |
| STIMULUS | a perceivable change of energy in the organism's environment |
| RESPONSE | a behavior or decision made by the organism |
| THEORY | an abstract concept used to help understand the data |
