Reinforcement
Behaviors are repeated because they are reinforced. This statement explains why so much of our market research has yielded poor or false results. Reinforcement is anything that makes a behavior more likely to occur, but this process is ongoing, often on an unconscious level. Reinforcement can be inherent in the purchase, such as eating an ice cream cone on a hot summer day. But reinforcers can also be friendly service, quick checkout, and the people we’re with.
The difference between reinforcement and rewards is that the former works with the habitual mind and the latter works with the executive mind. Reinforcement is the feedback mechanism that alters the firing patterns of neurons in the part of your brain that is learning unconsciously. ...
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