An Early Model of Consumer BehaviorAn Early Model of Consumer BehaviorAn Early Model of Consumer BehaviorAn Early Model of Consumer Behavior

ConsumerPurchaseDecision

Motives

Personality

Needs

Perception

Learning

AttitudesB

usi

nes

sCultu

re

Economic

Fam

il ySocial

EKB Model of Consumer BehaviorEKB Model of Consumer BehaviorEKB Model of Consumer BehaviorEKB Model of Consumer Behavior

Inputs Info Processing Dec. Process D. P. VariablesExternalFactors

Sti

mu

li o

f M

ark

ete r

s an

d O

ther

s

Exposure

Attention

Yielding/Acceptance

Retention

Comprehension

M E

M O

R Y

Problem Recognition

Search

Alt. Eval.

Choice.

Outcomes

Satisf/Diss

Beliefs

Attitudes

Intentions

Evaluative Criteria

Lifestyle

Normative Compliance

Cultural Norms

Group Imfluence

Family Influence

Unexpected Circum-stances

Engle-Kollatt-Blackwell CB ModelEngle-Kollatt-Blackwell CB ModelEngle-Kollatt-Blackwell CB ModelEngle-Kollatt-Blackwell CB Model

Highlights:

Focus is on the Decision Making Process

The Decision Process is Impacted by:

InputsHow Information is ProcessedSpecific Decision Process Variables External Influences

Howard-Sheth Model of Consumer BehaviorHoward-Sheth Model of Consumer BehaviorHoward-Sheth Model of Consumer BehaviorHoward-Sheth Model of Consumer Behavior

Inputs Perceptual Constructs Learning Constructs

Soc

ial,

Sym

bo l

ic a

nd

Dir

ect

Sti

mu

li

Overt Search

StimulusAmbiguity

Attention

Confidence

Attitude

Motives

Choice Criteria

Perceptual Bias

Brand Comprehension

Intention

Satisfaction

Outputs

Attention

Brand Comprehension

Attitude

Attention

Purchase

Marketing Strategy andConsumer BehaviorMarketing Strategy andConsumer BehaviorMarketing Strategy andConsumer BehaviorMarketing Strategy andConsumer BehaviorHoward-Sheth CB ModelHoward-Sheth CB Model

Highlights:

Deals with three types of buying categoriesRRB, LPS, EPS

Four General Factors

InputsPerceptual ConstructsLearning Constructs Outputs (External or Internal)

Bettman’s Model of Information ProcessingBettman’s Model of Information ProcessingBettman’s Model of Information ProcessingBettman’s Model of Information Processing

Proc

ess i

ng C

a pac

ity Motivation

Goal Hierarchy

Attention

Information Acquisition and

Evaluation

Decision Processes

Consumption and Learning

Perceptual Encoding

Memory Search

External Search

Scanner & Interrupt Mechanism

Interrupt Interpretation &

Response

Bettman’s CB ModelBettman’s CB Model

Highlights:

Emphasis on Information Processing

Two Unique Constructs Based on the premise that consumers are active environmental monitors. Scanner/Interrupt mechanisms

HCB Model of Consumer BehaviorHCB Model of Consumer BehaviorHCB Model of Consumer BehaviorHCB Model of Consumer Behavior

SITUATIONS

ProblemRecognition

InformationSearch

Alternative Evaluationand Selection

Outlet Selectionand Purchases

Post-purchaseProcesses

SITUATIONS

EXTERNAL INFLUENCESCulture

SubcultureDemographicsSocial Status

Reference GroupsFamily

Marketing Activities

INTERNAL INFLUENCESPerceptionLearningMemoryMotives

PersonalityEmotionsAttitudes

SELF-CONCEPTand

LIFESTYLE

Desires

Experiences and Acquisitions

Experiences and Acquisitions

Needs