Howrad Sheth Model
UNIT 17 HOWARD SHETH MODEL
Objectives After going through this unit, you should be able to: • • • • • 17.1 17.2 17.3 17.4 17.5 17.6 17.7 17.8 17.9 17.10 17.11 17.12 Describe the focus of the Howard Sheth model Explain the various variables used in the model Comment upon the working relationships in the. model Analyse the way the choice process has been explained by the Model Comment upon the evaluation of the model. Introduction Howard Sheth Model - A Background Input Variables Hypothetical Constructs Exogenous Variables and Working Relationships The Choice process as Explained by the Model Types of Problem Solving Behaviour The Evaluative Criteria Howard Sheth Model – An Assessment Summary Self Assessment Questions Suggested Readings
Howard Sheth Model
Structure
17.1
INTRODUCTION
Efforts to analyse and understand behaviour of consumers have been on ever, since documented material on marketing activities has been available. Most of the early efforts as discussed in the previous unit, have been from the view point of the basic discipline from which they emanated and failed to take into consideration the aspects from other perspectives, In a major effort to integrate the available knowledge from 'the various fields, that impinge upon consumer decision processes, Howard and Sheth model, created a comprehensive body of conceptual knowledge link up most of the related concepts in buyer behaviour. This unit describes the basic variables and working relationships of the model and explain the type of problem solving behaviour that consumers undergo while making brand choice decision.
17.2
HOWARDSHETH MODEL - A BACKGROUND
Utilizing the learning theory thoroughly and systematically, John Howard came out` with the first truly integrative model of buyer behaviour in`496'3 He was the first to introduce the difference between problem solving behaviour (similar to rational. behaviour of the economic theory), limited problem solving and automatic response
Objectives After going through this unit, you should be able to: • • • • • 17.1 17.2 17.3 17.4 17.5 17.6 17.7 17.8 17.9 17.10 17.11 17.12 Describe the focus of the Howard Sheth model Explain the various variables used in the model Comment upon the working relationships in the. model Analyse the way the choice process has been explained by the Model Comment upon the evaluation of the model. Introduction Howard Sheth Model - A Background Input Variables Hypothetical Constructs Exogenous Variables and Working Relationships The Choice process as Explained by the Model Types of Problem Solving Behaviour The Evaluative Criteria Howard Sheth Model – An Assessment Summary Self Assessment Questions Suggested Readings
Howard Sheth Model
Structure
17.1
INTRODUCTION
Efforts to analyse and understand behaviour of consumers have been on ever, since documented material on marketing activities has been available. Most of the early efforts as discussed in the previous unit, have been from the view point of the basic discipline from which they emanated and failed to take into consideration the aspects from other perspectives, In a major effort to integrate the available knowledge from 'the various fields, that impinge upon consumer decision processes, Howard and Sheth model, created a comprehensive body of conceptual knowledge link up most of the related concepts in buyer behaviour. This unit describes the basic variables and working relationships of the model and explain the type of problem solving behaviour that consumers undergo while making brand choice decision.
17.2
HOWARDSHETH MODEL - A BACKGROUND
Utilizing the learning theory thoroughly and systematically, John Howard came out` with the first truly integrative model of buyer behaviour in`496'3 He was the first to introduce the difference between problem solving behaviour (similar to rational. behaviour of the economic theory), limited problem solving and automatic response