Studies about sales promotions are categorized as one type of consumer behavioral research which emphasizes on the identification of the regular users of promotions1. The perceived risk theory, the economic theory, attribution theory, and psychographics are utilized in theory-based studies to detect the underlying cognitive interpretation behind the usage frequency of sales promotions. The behavioral learning hypothesis is used to clarify buying behavior, the association between various sorts of sales promotions and brand loyalty. Behaviorism is a scientific term used in multiple areas – psychology, biology, and philosophy. The behaviorists interpret learning is a relatively everlasting modification in behavior achieved through experience or practice; therefore, learning is the aftereffect of the applications of the results2.
Behaviorism provides an understandable interpretation of learning process, and hence, a systematic approach to comprehend behavior. Behaviorism claims that human beings follow the principle of “stimulus-response” which means humans, like other animals, are biological organisms, naturally able of adapting to the changing environment in which they live3. Stimuli, responses, and reinforcements are three primary factors in behaviorism. The stimulus is a thing/event that triggers the response.
The reinforcement is the bridge between the stimuli and the conditional response; therefore, when reinforcement is removed, the connection between the stimuli and the conditioned response will be broken and disappear4.