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Models Of Consumer Behavior

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Black Box Model

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• The black box model shows the interaction of stimuli,

consumer characteristics, decision process and consumer

responses. It can be distinguished between interpersonal

stimuli (between people) or intrapersonal stimuli (within

 people).

•  The black box model is related to the black boxtheory of behaviourism, where the focus is not seton the processes inside a consumer, but the

relation between the stimuli and the response ofthe consumer.

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• The marketing stimuli are planned and processed by thecompanies, whereas the environmental stimulus are given bysocial factors, based on the economical, political and culturalcircumstances of a society

• The buyers black box contains the Buyer haracteristics andthe !ecision "rocess, which determines the buyers response.

• The black box model considers the buyers response as a resultof a conscious, rational decision process, in which it is assumedthat the buyer has recogni#ed the problem. $owever, in reality

many decisions are not made in awareness of a determined problem by the consumer. %nce the consumer has recogni#ed a problem, they search for information on products and servicesthat can solve that problem

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• The relevant internal psychological process that is associated

with information search is perception. "erception is defined as

&the process by which an individual receives, selects,

organises, and interprets information to create a meaningful

 picture of the world&. onsumers tendency to search for

information on goods and services makes it possible for

researchers to forecast the purchasing plans of consumers

using brief descriptions of the products of interest

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 'icosia odel (onflict odel)

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•  This model focuses on the relationship between the rmand consumers. The rm communicates with consumers

through its marketing messages (advertising), and theconsumers react to these messages by purchasingresponse. Looking to the model we will nd that the rmand the consumer are connected with each other, therm tries to inuence the consumer and the consumer isinuencing the rm by his decision. The !icosia model is

divided into four ma"or elds#• $ield %# The consumer attitude based on the rms&messages. The rst eld is divided into two subelds. Therst subeld deals with the rm&s marketing environmentand communication e'orts that a'ect consumerattitudes, the competitive environment, andcharacteristics of target market. ubeld two species theconsumer characteristics e.g., experience, personality,and how he perceives the promotional idea toward theproduct in this stage the consumer forms his attitudetoward the rm&s product based on his interpretation ofthe message.

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• $ield # search and evaluation The consumerwill start to search for other rm&s brand andevaluate the rm&s brand in comparison withalternate brands. *n this case the rm motivatesthe consumer to purchase its brands.

• $ield +# The act of the purchase The result ofmotivation will arise by convincing theconsumer to purchase the rm products from aspecic retailer.

• $ield # $eed back This model analyses thefeedback of both the rm and the consumerafter purchasing the product. The rm willbenet from its sales data as a feedback, andthe consumer will use his experience with theproduct a'ects the individuals attitude andpredisposition&s concerning future messagesfrom the rm.

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•  The !icosia model o'ers no detailexplanation of theinternal factors, whichmay a'ect the personality of theconsumer,and how the consumer develops his

attitudetoward the product. $or example,the consumer may ndthe rm&s messagevery interesting, but virtually he cannotbuythe rm&s brand because it containssomethingprohibited according to his

beliefs. -pparently it is veryessential toinclude such factors in the model, whichgivemore interpretation about theattributes a'ecting thedecision process.

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$oward*heth odel (achine

odel)

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/0-1234T 5/24L•  This model suggests three levels of decision making#• %. The rst level describes the extensive problem solving. -t this

level the consumer does not have any basic information orknowledge about the brand and he does not have any preferencesfor any product. *n this situation, the consumer will seekinformation about all the di'erent brands in the market beforepurchasing.

• . The second level is limited problem solving. This situation existsfor consumers who have little knowledge about the market, orpartial knowledge about what they want to purchase. *n order toarrive at a brand preference some comparative brand informationis sought.

•+. The third level is a habitual response behavior. *n this level theconsumer knows very well about the di'erent brands and he candi'erentiate between the di'erent characteristics of each product,and he already decides to purchase a particular product.-ccording to the oward3heth model there are four ma"or sets ofvariables6 namely#

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• (a). Inputs# These input variables consist of three distincttypes of stimuli(information sources) in the consumer&senvironment. The marketer in the form of product or brandinformation furnishes physical brand characteristics(signicant stimuli) and verbal or visual productcharacteristics (symbolic stimuli). The third type isprovided by the consumer&s social environment (family,reference group, and social class). -ll three types ofstimuli provide inputs concerning the product class or

specic brands to the specic consumer.

• (b). Perceptual and Learning Constructs#The centralpart of the model deals with the psychological variablesinvolved when the consumer is contemplating a decision.ome of the variables are perceptual in nature, and areconcerned with how the consumer receives andunderstands the information from the input stimuli andother parts of the model. $or example, stimulus ambiguityhappened when the consumer does not understand themessage from the environment.

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• 7erceptual bias occurs if the consumer distorts theinformation received so that it ts his or herestablished needs or experience. Learning constructs

category, consumers& goals, information about brands,criteria for evaluation alternatives, preferences andbuying intentions are all included. The proposedinteraction *n between the di'erent variables in theperceptual and learning constructs and othersets givethe model its distinctive advantage.

• (c). Outputs:The outputs are the results of theperceptual and learning variablesand how theconsumers will response to these variables(attention,brand comprehension, attitudes, andintention).

• (d). Exogenous(External) variables#4xogenous

variables are not directly part of the decision3makingprocess. owever, some relevant exogenousvariables include theimportance of the purchase,consumer personality traits, religion, andtime pressure.

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•  The decision3making process, which oward3heth 5odel tries to explain, takes place at three*nputs stages# ignicance, ymbolic and ocialstimuli. *n both signicant and symbolic stimuli,the model emphasi8es on material aspects suchas price and 9uality. These stimuli are notapplicable in every society. 0hile in social stimuli

the model does not mention the basis ofdecision3making in this stimulus, such as whatinuence the family decision: This may di'erfrom one society to another. $inally, no directrelation was drawn on the role of religion ininuencing the consumer&s decision3makingprocesses. 1eligion was considered as externalfactor with no real inuence on consumer, whichgive the model obvious weakness in anticipationthe consumer decision.

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+ngel, Blackwell, iniard odel

(%pen *ystem)

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•  This model was created to describe the increasing, fast3growing body of knowledge concerning consumerbehavior. This model, like in other models, has gonethrough many revisions to improve its descriptiveability of the basic relationships between components

and sub3components, this model consists also of fourstages6• $irst stage# decision3process stages The central focus of

the model is on ve basic decision3process stages#• 7roblem recognition, search for alternatives, alternate

evaluation(during which beliefs may lead to the

formation of attitudes, which in turn may result in apurchase intention) purchase, and outcomes. ;ut it isnot necessary for every consumer to go through allthese stages6 it depends on whether it is an extendedor a routine problem3solving behavior.

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• econd stage# *nformation input -t this stage the consumer getsinformation from marketing and non3marketing sources, whichalso inuence the problem recognition stage of the decision3making process. *f the consumer still does not arrive to a specicdecision, the search for external information will be activated inorder to arrive to a choice or in some cases if the consumerexperience dissonance because the selected alternative is lesssatisfactory than expected.

•  Third stage# information processing This stage consists of the

consumer&s exposure, attention, perception, acceptance, andretention of incoming information. The consumer must rst beexposed to the message, allocate space for this information,interpret the stimuli, and retain the message by transferring theinput to long3term memory.

•

$ourth stage# variables inuencing the decision process Thisstage consists of individual and environmental inuences thata'ect all ve stages of the decision process. *ndividualcharacteristics include motives, values, lifestyle, and personality6the social inuences are culture, reference groups, and family.ituational inuences, such as a consumer&s nancial condition,also inuence the decision process.

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•  This model incorporates many items, whichinuence consumer decision3making such asvalues, lifestyle, personality and culture.

 The model did not show what factors shape

these items, and why di'erent types ofpersonality can produce di'erent decision3making: ow will we apply these values tocope with di'erent personalities: 1eligioncan explain some behavioral characteristics

of the consumer, and this will lead to betterunderstanding of the model and will givemore comprehensive view on decision3making.