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MODELS OF CONSUMER BEHAVIOUR One of the best known of the explanatory models that have been developed to explain the interactions involved is that of Howard and Sheth. This contains a deal of common sense, although, as is often the case with such models, the rather obscure terminology makes it appear more confusing than it really is. The 'inputs ' ( Stimuli ) that the Consumer receives from his or her environment are: #significative - the 'real' (physical) aspects of the product or service (which the consumer will make use of) #symbolic - the ideas or images attached by the supplier (for example by advertising) #social - the ideas or images attached to the product or service by 'society' (for example, by reference groups) The 'outputs' are what happens, the consumer's actions, as observable results of the input stimuli. Between the inputs and outputs are the 'constructs', the processes which the consumer goes through to decide upon his or her actions. Howard and Sheth group these into two areas: #perceptual - those concerned with obtaining and handling information about the product or service #learning - the processes of learning that lead to the decision itself The Engel-Kollatt-Blackwell Model , as a further example, follows a more mechanistic approach. Such models can help theorists to explain consumer behaviour better, but it can be difficult to put them to practical use. REFERENCES J. A. Howard and J. N. Sheth, 'The Theory of Buyer Behavior ' (Wiley, 1969) J. Engel, D. Kollatt and R. Blackwell, 'Consumer Behaviour ' (Dryden Press, 1978) D. Mercer, ‘Marketing’ (Blackwell, 1996) [plk[p;[plp |
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