In business, most people view customer behavior as one-dimensional—something to be observed and responded to. As a result, marketing efforts become only a reactive process. However, what if you could ...

Positive reinforcement involves adding something good after a behavior to make it happen more often. Reinforcement works best when given right after the behavior happens to keep the right connections.

New research indicates that people practice “greenwashing” to attract potential long-term partners. Haley Mast is a freelance writer, fact-checker, and small organic farmer in the Columbia River Gorge ...