Howard and Sheth Model - Consumer Decision Model

Howard And Sheth Model

• Inputs (stimuli)

o significative

The 'real' (physical) aspects of the product or service

o symbolic

The ideas or images attached by the supplier

o social

The ideas or images attached to the product by society, such as reference groups.

• Outputs

o The consumers actions

• Constructs

o perceptual

Obtaining and handling information about the product or service.

o learning

The process of learning leading to the decision itself

BEM Model

Consumer Decision Model

The Consumer Decision Model (also known as the Engel-Blackwell-Miniard Model) was originally developed in 1968 by Engel, Kollat, and Blackwell and has gone through numerous revisions; the latest publication of the model is depicted in Figure

It can be seen that many of the elements of the model are similar to those presented in the Theory of Buyer Behaviour (Howard ANDSheth 1969), however the structure of presentation and relationship between the variables differs somewhat. The model is structured around a seven point decision process: need recognition followed by a search of information both internally and externally, the evaluation of alternatives, purchase, post purchase reflection and finally, divestment. These decisions are influenced by two main factors. Firstly stimuli is received and processed by the consumer in conjunction with memories of previous experiences, and secondly, external variables in the form of either environmental influences or individual differences. The environmental influences identified include: Culture; social class; personal influence; family and situation. While the individual influences include: Consumer resource; motivation and involvement; knowledge; attitudes; personality; values and lifestyle (Blackwell,Miniard et al. 2001).

Entry to the model is through need recognition