In the study of consumer behavior, theoretical orientations have developed as disparate streams. Behavior analytic principles, which enjoy much empirical rigor, have also been applied to consumer behavior; however, this work has also lacked theoretical coherence, and has focused largely on attempts to produce reflexive conditioning in consumers exposed to advertising stimuli or to modify discrete consumer choices (Hantula, DiClemente, & Rajala, 2001). In recent years the application of behavior analytic principals to consumer behavior has been more systematic, as has the theory undergirding these applications, to the point that this work is now more akin to applied behavioral economics.