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    CB - Assignment-Aditi Gupta

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    Aditi Gupta
    The Howard-Sheth Model proposes three levels of consumer decision making: extensive problem solving when consumers have no information, limited problem solving when consumers have some knowledge, and habitual response when consumers are familiar with brands. The model identifies four major sets of variables that influence consumer decisions: inputs like marketing, media, and social stimuli; perceptual and learning constructs like goals and preferences; outputs like attention and intentions; and exogenous variables like personality and time pressure. While pioneering, critics note the model does not sufficiently account for societal and religious influences on decision making.

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    CB - Assignment-Aditi Gupta

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    Aditi Gupta
    68 views5 pages
    The Howard-Sheth Model proposes three levels of consumer decision making: extensive problem solving when consumers have no information, limited problem solving when consumers have some knowledge, and habitual response when consumers are familiar with brands. The model identifies four major sets of variables that influence consumer decisions: inputs like marketing, media, and social stimuli; perceptual and learning constructs like goals and preferences; outputs like attention and intentions; and exogenous variables like personality and time pressure. While pioneering, critics note the model does not sufficiently account for societal and religious influences on decision making.

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    The Howard-Sheth Model proposes three levels of consumer decision making: extensive problem solving when consumers have no information, limited problem solving when consumers have some knowledge, and habitual response when consumers are familiar with brands. The model identifies four major sets of variables that influence consumer decisions: inputs like marketing, media, and social stimuli; perceptual and learning constructs like goals and preferences; outputs like attention and intentions; and exogenous variables like personality and time pressure. While pioneering, critics note the model does not sufficiently account for societal and religious influences on decision making.

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    © All Rights Reserved
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    68 views5 pages

    CB - Assignment-Aditi Gupta

    Uploaded by

    Aditi Gupta
    The Howard-Sheth Model proposes three levels of consumer decision making: extensive problem solving when consumers have no information, limited problem solving when consumers have some knowledge, and habitual response when consumers are familiar with brands. The model identifies four major sets of variables that influence consumer decisions: inputs like marketing, media, and social stimuli; perceptual and learning constructs like goals and preferences; outputs like attention and intentions; and exogenous variables like personality and time pressure. While pioneering, critics note the model does not sufficiently account for societal and religious influences on decision making.

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    of 5

    NAME: Aditi Gupta

    Roll no.: Ms18Ms501012


    Q: Explain the components and working of HSM in brief
    A:
    John Howard and Jagadish Sheth put forward the Howard
    Sheth model of consumer behavior in 1969, in their
    publication entitled, ‘The Theory of buyer Behaviour’.

    The Howard Sheth Model is a sophisticated integration of the


    various social, psychological and marketing influences on
    consumer choice into a coherent sequence of information
    processing. It aims not only to explain consumer behavior in
    terms of cognitive functioning but to provide an empirically
    testable depiction of such behavior and its outcomes (Howard
    1977).
    The logic of the Howard Sheth model of consumer behavior
    summarize like this. There are inputs in the form of Stimuli.
    There are outputs beginning with attention to a given stimulus
    and ending with purchase. In between the inputs and the
    outputs there are variables affecting perception and learning.
    These variables are termed ‘hypothetical’ since they cannot be
    directly measured at the time of occurrence.

    The Howard Sheth model of consumer behavior suggests


    three levels of decision making:
    The first level describes the extensive problem solving. At
    this level the consumer does not have any basic information or
    knowledge about the brand and he does not have any
    preferences for any product. In this situation, the consumer
    will seek information about all the different brands in the
    market before purchasing.
    The second level is limited problem solving. This situation
    exists for consumers who have little knowledge about the
    market, or partial knowledge about what they want to
    purchase. In order to arrive at a brand preference some
    comparative brand information is sought.
    The third level is a habitual response behavior. In this level
    the consumer knows very well about the different brands and
    he can differentiate between the different characteristics of
    each product, and he already decides to purchase a particular
    product.

    According to the Howard Sheth model of consumer behavior


    there are four major sets of variables; namely:
     Inputs: These input variables consist of three distinct
    types of stimuli (information sources) in the
    consumer’s environment. The marketer in the form of
    product or brand information furnishes physical brand
    characteristics (significative stimuli) and verbal or
    visual product characteristics (symbolic stimuli).
    There are impersonal sources like mass media
    communication and advertising, over which the firm
    has no control. However, the information sources also
    include sales and service personnel who can add and
    help the marketing efforts of the firm. The third type is
    provided by the consumer’s social environment
    (family, reference group, and social class). This social
    source is personal and the company/marketer has no
    control over this source. All three types of stimuli
    provide inputs concerning the product class or specific
    brands to the specific consumer.
     Perceptual and Learning Constructs: The central part
    of the model deals with the psychological variables
    involved when the consumer is contemplating a
    decision. Some of the variables are perceptual in
    nature, and are concerned with how the consumer
    receives and understands the information from the
    input stimuli and other parts of the model. For
    example, stimulus ambiguity happened when the
    consumer does not understand the message from the
    environment. Perceptual bias occurs if the consumer
    distorts the information received so that it fits his or
    her established needs or experience. Learning
    constructs category, consumers’ goals, information
    about brands, criteria for evaluation alternatives,
    preferences and buying intentions are all included. The
    proposed interaction In between the different variables
    in the perceptual and learning constructs and other sets
    give the model its distinctive advantage.
     Outputs: The outputs are the results of the perceptual
    and learning variables and how the consumers will
    response to these variables (attention, brand
    comprehension, attitudes, and intention).
     Exogenous(External) variables: Exogenous variables
    are not directly part of the decision-making process.
    However, some relevant exogenous variables include
    the importance of the purchase, consumer personality
    traits, religion, and time pressure.

    The decision-making process, which Howard-Sheth Model


    tries to explain, takes place at three Inputs stages:
    Significance, Symbolic and Social stimuli. In both
    significative and symbolic stimuli, the model emphasizes on
    material aspects such as price and quality. These stimuli are
    not applicable in every society. While in social stimuli the
    model does not mention the basis of decision-making in this
    stimulus, such as what influence the family decision? This
    may differ from one society to another.
    Finally, no direct relation was drawn on the role of religion in
    influencing the consumer’s decision-making processes.
    Religion was considered as external factor with no real
    influence on consumer, which give the model obvious
    weakness in anticipation the consumer decision

    Most scholars agree that the study of consumer behavior was


    advanced and given an impetus by Howard Sheth Model. The
    major advantage and strength of the model lied in the
    precision with which a large number of variables have been
    linked in the working relationships to cover most aspects of
    the purchase decision and the effective utilization of
    contribution from the behavioral sciences.

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