law of effect
Definition:
A law which holds that learning is based on the consequences of effect of a given act. It the effect is positive the behaviour is likely to be reinforced and repeated if a similar occasion arises in the future - the basis of BRAND PREFERENCE. Conversely, if the effect is negative then the situation will be avoided in future.
Cross-References:
[brand preference]
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.