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Sheth Model and Its Comparison With Webster and Wind Model

The Sheth Model from 1969 is a sophisticated integration of social, psychological, and marketing influences on consumer choice. It aims to explain consumer behavior through cognitive functioning and provide an empirically testable model. The model suggests three levels of decision making: extensive problem solving, limited problem solving, and habitual response behavior. It includes four major sets of variables: inputs, perceptual and learning constructs, outputs, and exogenous variables. The Webster and Wind Model from 1972 and the Sheth Model from 1973 both include environmental, organizational, task, group, and individual influences on organizational buying. However, the Webster and Wind Model focuses more on how the buying task affects the buying center composition, while the Sheth Model focuses more on group

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662 views1 page

Sheth Model and Its Comparison With Webster and Wind Model

The Sheth Model from 1969 is a sophisticated integration of social, psychological, and marketing influences on consumer choice. It aims to explain consumer behavior through cognitive functioning and provide an empirically testable model. The model suggests three levels of decision making: extensive problem solving, limited problem solving, and habitual response behavior. It includes four major sets of variables: inputs, perceptual and learning constructs, outputs, and exogenous variables. The Webster and Wind Model from 1972 and the Sheth Model from 1973 both include environmental, organizational, task, group, and individual influences on organizational buying. However, the Webster and Wind Model focuses more on how the buying task affects the buying center composition, while the Sheth Model focuses more on group

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Sheth Model and Its comparison with Webster and Wind Model

Submitted By: Group 7 (Sec A)


SHETH MODEL (1973)
John Howard and Jagadish Sheth put forward the Howard Sheth model of consumer behaviour 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 behaviour in
terms of cognitive functioning but to provide an empirically testable depiction of such behaviour and its outcomes
(Howard 1977).
The logic of the Howard Sheth model of consumer behaviour 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 behaviour  suggests three levels of decision making which are Extensive problem
solving, Limited Problem Solving and Habitual Response Behaviour. According to the Howard Sheth model of consumer
behaviour there are four major sets of variables; namely Inputs, Perceptual and Learning Constructs, Outputs and
Exogenous (External) Variables.

COMPARISON BETWEEN WEBSTER AND WIND (1972) AND SHETH (1973)


Similarity:
While these models were developed separately, both contain many similar constructs, likely due to the fact that
each model builds on similar literature from the late 1960’s (e.g., Robinson, Faris, and Wind 1967).
 Both models include the effects of environmental, organizational, task, group, and individual variables on
organizational buying.
 The variables form the foundation for much of the subsequent organizational buying literature spanning 45
years.
Differences:
The Webster and Wind model (1972) differs from the Sheth model (1973) in that the former focuses in greater
detail on the context of the buying task that affects buying centre composition while the latter focuses less on the
context of the buying task, and more on how group processes account for organizational buying outcomes.
Also, The Sheth model focuses more on information search and use in the organizational buying process than do
Webster and Wind (1972). The Sheth model describes key differences in what information buying centre members
may have in the beginning of the process, how they may choose to actively collect information going forward, and
how members may choose to use this information during the buying process.

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