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C B Models

The document summarizes several early models of consumer behavior: 1) The EKB model focuses on the decision making process and how it is impacted by inputs, information processing, and external factors. 2) The Howard-Sheth model deals with different buying categories and factors like inputs, perceptual constructs, learning constructs, and outputs. 3) Bettman's model emphasizes information processing and unique constructs around consumers actively monitoring their environment.

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2K views8 pages

C B Models

The document summarizes several early models of consumer behavior: 1) The EKB model focuses on the decision making process and how it is impacted by inputs, information processing, and external factors. 2) The Howard-Sheth model deals with different buying categories and factors like inputs, perceptual constructs, learning constructs, and outputs. 3) Bettman's model emphasizes information processing and unique constructs around consumers actively monitoring their environment.

Uploaded by

Aditya
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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An

An Early
Early Model
Model of
of Consumer
Consumer Behavior
Behavior

r e So
l t u c ia
Cu l
Motives
Attitudes

Needs Consumer
Purchase
Business

Decision Learning

Family
Perception

Personality

Economic
EKB
EKB Model
Model of
of Consumer
Consumer Behavior
Behavior

External
Inputs Info Processing Dec. Process D. P. Variables
Factors
Problem Beliefs Cultural
Stimuli of Marketers and Others

Exposure Recognition Norms


Attitudes
Search
Attention MEMORY Intentions
Group
Imfluence
Alt. Eval.
Yielding/
Acceptance Evaluative Family
Choice.
Criteria Influence
Retention Lifestyle
Outcomes
Unexpected
Comprehension Normative Circum-
Satisf/Diss Compliance stances
Engle-Kollatt-Blackwell
Engle-Kollatt-Blackwell CB
CB Model
Model

Highlights:
Focus is on the Decision Making Process

The Decision Process is Impacted by:


Inputs
How Information is Processed
Specific Decision Process Variables
External Influences
Howard-Sheth
Howard-Sheth Model
Model of
of Consumer
Consumer Behavior
Behavior

Inputs Perceptual Constructs Learning Constructs Outputs


Social, Symbolic and Direct Stimuli

Motives Attention
Overt Search
Confidence
Stimulus Brand
Brand Comprehension
Ambiguity Comprehension

Choice Criteria Attitude


Attention
Attitude
Attention
Intention
Perceptual Bias
Satisfaction Purchase
Howard-Sheth
Marketing
Marketing Strategy CB Model
Strategy andConsumer
andConsumer Behavior
Behavior

Highlights:
Deals with three types of buying categories
RRB, LPS, EPS
Four General Factors
Inputs
Perceptual Constructs
Learning Constructs
Outputs (External or Internal)
Bettman’s
Bettman’s Model
Model of
of Information
Information Processing
Processing

Motivation Perceptual
Processing Capacity

Encoding
Goal Hierarchy
Memory Search
Attention

External Search
Information
Acquisition and
Evaluation Scanner & Interrupt
Mechanism
Decision Processes
Interrupt
Consumption and Interpretation &
Learning Response
Bettman’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
HCB Model
Model of
of Consumer
Consumer Behavior
Behavior

EXTERNAL INFLUENCES Experiences and Acquisitions SITUATIONS


Culture
Problem
Subculture
Recognition
Demographics
Social Status
Information
Reference Groups
Search
Family
Marketing Activities
SELF-CONCEPT Alternative Evaluation
Desires
and and Selection
LIFESTYLE Needs
INTERNAL INFLUENCES Outlet Selection
Perception and Purchases
Learning
Memory Post-purchase
Motives Processes
Personality
SITUATIONS
Emotions Experiences and Acquisitions
Attitudes

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