Skinner's Box And AIDA Marketing Communication Model As Reflexive Control Tools

• Authors: Maryna Chaikovska , Oleksandr Shkeda

Abstracts

EN

The article examines the experiment with Skinner's box from the point of view of marketing and reflexive control in the context of digitalization. The relevance of this method is determined and a model of the Skinner box marketing strategy is formed. The main components of the last one are: emotional manipulation, information technology and big data. The principles of integrating the AIDA marketing communications model into the SBM strategy, that are oriented on the manipulation object and the information platform used, are formulated.

Keywords

EN

Skinner box marketing; reflexive control; influencer marketing; sensory branding; digital marketing; big data; AIDA

• Publisher: Wyższa Szkoła Ekonomiczno-Humanistyczna w Bielsku-Białej
• Journal: MIND Journal
• Year: 2021
• Issue: 12
• Pages: 1-13

Dates

published

2021

Contributors

author

Maryna Chaikovska

author

Oleksandr Shkeda

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Identifiers

DOI

10.36228/MJ.12/2021.4

Biblioteka Nauki

2171206