According to Skinner (1938) and Hilgard and
Marquis (1940), people repeat the same behavior if
they receive a reward as a consequence of that action.
In a marketing context, positive reinforcement causes
loyalty toward products (Bennett and Mandel, 1969).
Therefore, if a person has purchased FT coffee, he or
she may receive a positive stimulus that increases his or
her loyalty toward FT coffee.