Brian Is Attempting to Get a Marketing Professor to Adopt

question 60

Essay

Brian is attempting to get a marketing professor to adopt his publisher's textbook.Brian knows that the professor has been using a competing publisher's text and would have to spend considerable time adjusting his syllabus and classroom strategies if she adopts Brian's textbook.He points out that his textbook is newly revised,which means that the professor can use it for several years without having to make adjustments.What sales technique is Brian using?

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Definitions:

Punishment

A consequence that reduces the likelihood of the behavior it follows.

Variable-ratio Schedule

A reinforcement strategy in which a response is rewarded after an unpredictable number of responses, often used in gambling.

Response Rate

The proportion of people who respond to a specific call-to-action, questionnaire, or experiment out of the total number solicited.

Punishment

A process through which the likelihood of a behavior's occurrence is decreased by presenting an adverse stimulus or removing a desirable stimulus following the behavior.