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Richelle, who, unlike Dawkins and van Parijs, is a behaviorist and a leading philosopher of radical behaviorism, has also written of the compatibility of natural selection and the environmental selection of behavior: There is nothing implausible in the idea that one basic process is at work throughout numerous levels of complexity or in a wide variety of living species. The same fundamental mechanism is called upon in evolutionary biology to account for the simplest and for the most complex living forms.

Dawkins, 1988, p. 33) The principal causal agency is the environment which acts to select the consequences of some behaviors but not others and thereby ensures the continuity of that which is selected. Second, the philosopher of social science van Parijs (1981) identifies the evolutionary process, as it occurs in the social and economic spheres, as that of operant conditioning. He designates this mechanism, which relies on behavioral reinforcement, as “R-evolution” in contrast to the “NS-evolution,” which characterizes the survival of the fittest that occurs in natural selection.

Unlike earlier accounts of this research program, however, it concentrates on the interpretive uses of the model, that is, the ways in which it can elucidate all aspects of consumer choice, from everyday routine consumption through extreme compulsions, using similar explicatory tools. The qualitative approach allows the methodological concerns mentioned previously to be addressed in greater detail than has been the case hitherto, but also to extend them to new areas such as the use of a case-study approach.

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