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Black Box Model

The black box model shows how environmental factors and marketing stimuli interact with a consumer's characteristics and decision process to produce a response. It distinguishes between interpersonal stimuli from other people and intrapersonal stimuli from within the consumer. The model focuses on the relationship between stimuli and consumer response rather than the internal decision process. Marketing stimuli are planned by companies while environmental stimuli come from social, economic, political and cultural factors. A consumer's black box contains their characteristics and decision process, which determines their response to stimuli. However, the model assumes a conscious decision process recognizing a problem, which may not always be the case.

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Vinod Patil
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94 views1 page

Black Box Model

The black box model shows how environmental factors and marketing stimuli interact with a consumer's characteristics and decision process to produce a response. It distinguishes between interpersonal stimuli from other people and intrapersonal stimuli from within the consumer. The model focuses on the relationship between stimuli and consumer response rather than the internal decision process. Marketing stimuli are planned by companies while environmental stimuli come from social, economic, political and cultural factors. A consumer's black box contains their characteristics and decision process, which determines their response to stimuli. However, the model assumes a conscious decision process recognizing a problem, which may not always be the case.

Uploaded by

Vinod Patil
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 DOCX, PDF, TXT or read online on Scribd
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Black box model

ENVIRONMENTAL FACTORS BUYER'S BLACK BOX BUYER'S RESPONSE

Marketing Environmental Buyer


Decision Process
Stimuli Stimuli Characteristics

Economic Attitudes
Problem recognition Product choice
Product Technological Motivation
Information search Brand choice
Price Political Perceptions
Alternative evaluation Dealer choice
Place Cultural Personality
Purchase decision Purchase timing
Promotion Demographic Lifestyle
Post-purchase behaviour Purchase amount
Natural Knowledge

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). [2] The black box model is related to the black box theory of behaviourism, where the

focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned

and processed by the companies, whereas the environmental stimulus are given by social factors, based on the economical, political and cultural circumstances of

a society. The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response.

The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the

problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer.

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