An Activity System As A Behavioristic Framework For The Elaboration Of Promotion Techniques

Abstract

In this paper, we intended to examine the possibility to investigate two (2) influential theories: a. Activity Theory and b. Transformative Learning Theory (TLT) in order to develop a new behavioristic framework that could be introduced to aid the design and analysis of promotion techniques by approaching major promotion events of particular interest and with strategic content, as critical cases. First, we attempted to do this by categorizing sixty-eight (68) identified empirical papers into conceptual categories in accordance to the conceptual and theoretical framework. Second, we provided eleven (11) summary points and ten (10) interpretive claims. Third, we examined three (3) ISP Award Winners as critical cases studies [2002, 2004 and 2006 from three (3) different award categories: (a) Promotional Communication Point of Purchase, b) The Most Effective Loyalty Campaign and c) Digital Communications]. This examination gave us valuable information on the potentiality of developing an activity system for the design and analysis of promotion techniques. Thus, the phenomenon studied, through our new proposed micro-model, became more visible with some interesting theoretical and practical implications.