Topic 5.4 - Theories of Personal Selling - Behavioural Equation Theory

Please click on the Time Stamp to skip to a particular topic: 2:04 Four Essential Elements 2:17 Drive 4:08 Cues 7:03 Response 7:44 Reinforcement 8:27 Behavioural Equation 9:27 Equation Explained with an Example 12:05 Another Example 12:40 Multiplicative Relationship of Variables