Paradigmatic conformity blinds us from opportunity: a rejoinder

There is value in blending behaviorism and cognitivism when investigating consumer behavior. Traditionally, the blend has consisted of a serving of cognitivism with a dash of behaviorism. Behaviorism might inform the focus (e.g., predictive learning) or assumptions about the process (e.g., Bayesian updating), but cognitivism comprises the theoretical foundation. We propose there is value in an alternative blend—a serving of behaviorism with a dash of cognitivism. Cognitivism might inform the selection of stimulus cues (e.g., predictive learning) or assumptions about the process (e.g., association strengths), but behaviorism informs the manipulations of causal factors (e.g., stimulus properties, reward schedules, and learning history). Embracing alternative approaches to blending behaviorism and cognitivism creates opportunities for novel insights into consumer behavior.