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Recebido: 07-10-2023 | Aprovado: 30-11-2023 | DOI: https://doi.org/10.23882/emss.24185

Fundamental Models of Consumer Purchasing Behavior:

An In-Depth Analysis Since the 1960s
Modelos fundamentais do comportamento de compra do
consumidor: Uma análise aprofundada desde os anos 60

Hasnaa El Gozmir,
Faculté Polydisciplinaire de Khouribga
Université Sultan Moulay Slimane Beni Mellal, Maroc
([email protected])
Samir Makhrout,
Faculté des sciences juridiques économiques et sociales
Université Cadi Ayyad Marrakech, Maroc
([email protected])
Abderrahmane Chouhbi,
Faculté Polydisciplinaire de Khouribga
Université Sultan Moulay Slimane Beni Mellal, Maroc
([email protected])

Abstract: This paper explores established models of the consumer decision-making

process, originated from the 1960s, and assesses the viewpoints of Nicosia, Howard and
Sheth, Engel, Kollat and Blackwell, and Fishbein and Ajzen's theories of reasoned and
planned behavior. Subsequently, it demonstrates their significance and linkages with
current marketing practices, encompassing the effects associated with digitalization and the
augmentation of consumer requirements. Finally, the paper puts forth a theoretical model
for the decision-making process. These models provide diverse perspectives on how
consumer attitudes, purchasing decisions, and interactions with marketing stimuli are
formed. However, it is emphasized that these models must continually evolve to remain
relevant in an ever-changing environment, as they are critical in comprehending consumer
behavior and developing marketing strategies.
Keywords: Theories, Behavior, Purchasing Decision Process, Digitalization.

Resumo: Este artigo explora modelos consagrados do processo de tomada de decisão do

consumidor, com origem nos anos 60, e avalia os pontos de vista de Nicosia, Howard e
Sheth, Engel, Kollat e Blackwell, e as teorias do comportamento racional e planeado de
Fishbein e Ajzen. Posteriormente, demonstra o seu significado e ligações com as práticas
de marketing actuais, englobando os efeitos associados à digitalização e ao aumento das

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exigências dos consumidores. Por último, o documento apresenta um modelo teórico para
o processo de tomada de decisão. Estes modelos fornecem perspectivas diversas sobre o
modo como se formam as atitudes dos consumidores, as decisões de compra e as
interacções com os estímulos de marketing. No entanto, sublinha-se que estes modelos
devem evoluir continuamente para se manterem relevantes num ambiente em constante
mudança, uma vez que são fundamentais para compreender o comportamento do
consumidor e desenvolver estratégias de marketing.
Palavras-chave: Teorias, Comportamento, Processo de Decisão de Compra, Digitalização.

Introduction
The investigation of consumer behavior remains an essential pursuit in the
marketing industry, with the objective of deciphering the intricate entanglements
involved in purchase choices. Consumer decision-making models have mapped out
an evolving path, encompassing the various factors that govern purchase decisions.
From the initial concepts of the "Nicosia Behavior Model (1966)" to the current
comprehensive elaborations like Ajzen's "Theory of Planned Behavior (1991)",
these models developed gradually to encompass the increasing complexity of the
motivations driving purchasing behavior.
Nevertheless, within this dynamic continually-changing scenario characterized by
fast-paced digital technology, artificial intelligence emergence, and the relentless
pursuit of mass customization, a pivotal inquiry arises. How can traditional
marketing models, such as those developed by Nicosia, Engel-Kollat-Blackwell,
Howard-Sheth, and Fishbein-Ajzen, effectively address the complexities of modern
marketing? Do these models possess the necessary flexibility to comprehend the
intricate emotional dynamics of consumer behavior and incorporate technological
advancements like predictive analytics and artificial intelligence? To what degree
can they anticipate and adapt to the constantly evolving demands, expectations, and
values of consumers?
At the center of this reflection lies a crucial query within the dynamic framework
of contemporary marketing: How do models of the consumer decision-making
process adapt and maintain relevance in a constantly changing atmosphere
influenced by digitalization and the swift evolution of consumer behaviors? Our
exploration will center on the entanglements between traditional heritage and
constant adaptation in the quest to comprehend and affect consumer choices.

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We will review the progression of marketing from traditional to digital, and then
delve into consumer decision-making patterns and how they impact contemporary
marketing strategies. Finally, our exploration will culminate in an evolutionary
synthesis about the adaptability of decision-making models in modern marketing.
Additionally, we will present a research model that outlines the influence of
digitization on these decision-making processes.

Evolution of Consumer Behavior Models: Untangling the Nicosia, Engel-

Kollat-Blackwell, Howard-Sheth, and Fishbein-Ajzen Models
The study of consumer behavior relies on comprehending the decision-making
processes that guide purchasing choices (El gozmir.H, 2023) Models of consumer
decision-making provide theoretical frameworks for analyzing and understanding
these complex mechanisms (Halawany-Darson & agro, 2010).These models have
developed to consider various factors in purchase decisions, ranging from initial
stimuli to post-purchase responses.
In this section, we examine some of the significant models that have influenced
research on consumer behavior. We explore how these models depict the different
phases of the decision-making process, emphasizing the factors that affect consumer
choices. From the initial modeling attempt of the "Nicosia Model of Behavior" in
1966 to the advanced sophistication of current models like Ajzen's "Theory of
Planned Behavior" in 1991, each approach presents a distinctive viewpoint.
Throughout this investigation, we will explore how these models address
objective aspects like perception, motivation, attitudes, and social norms, and how
they fit into the larger purchasing decision-making process. All subjective
evaluations will be clearly marked as such in order to maintain objectivity.
Consistent and precise technical terms will be employed, and any technical term
abbreviations will be defined upon first use. The structure of the piece will
maintain a logical flow of information and include causal connections between
statements. In accordance with common academic conventions, the piece will
follow conventional structure, maintain regular author and institution formatting,
and utilize factual and unambiguous titles. Clear, objective, and value-neutral
language that avoids emotional or biased language, first-person perspectives, and
ornamental language will be used throughout. Additionally, consistent citation
styles and footnote formatting features will be followed, and filler words will be

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avoided. The language will remain formal, with hedging employed when
necessary to clarify the author's position. Precise word choice will be prioritized,
with subject-specific vocabulary utilized when it precisely conveys meaning.
Finally, the text will be meticulously checked for grammatical correctness,
spelling mistakes, and punctuation errors. Through careful analysis of these
models, we aim to gain an understanding of how consumers process information
and evaluate options, ultimately resulting in their concrete choices.
In brief, this section establishes the groundwork to scrutinize consumer decision-
making models in-depth, emphasizing their significance in comprehending the
motivations and behaviors that drive purchase decisions.
1.1 The Nicosia Behavior Model (1966): An Analysis of Advertising
Information Processing and Its Impact on Consumer Preferences
The Nicosia Behavior Model marks the initial attempt to model consumer behavior,
scrutinizing the processing of advertising information by consumers. The Model
comprises four key fields that aim to analyze how advertising messages affect
consumer preferences and behavior (refer to Figure 1 in the following section).

Figure 1: The Nicosia Model (1966)

Champ1 : Message Processing

Product Message Consumer

Attribute Exposition Attribute ATTITUDE

Field 2: Search,
Evaluation of Research
EXPERIENCE Instrumental Relations Evaluation

Field 4: Consumption
Feedback Storage MOTIVATION

Field 3: Decision
Act of purchase (action)

BUYING BEHAVIOR

Source: Nicosia dans Guichard et Vanheems (2004, P8-26)

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The diagram shown above presents the four domains summarizing the process by
which the consumer receives and assimilates information. The first domain pertains
to message processing, where the consumer is exposed to advertising messages sent
by the sender. Upon receiving the message, the consumer's attitudes are formed
accordingly. The second section addresses the formation of motivation in the
consumer after they have searched for information and evaluated the product or
service mentioned in the advertising message.
In contrast, the third domain represents the conversion of motivation into a
purchasing decision and subsequent purchase. Finally, the fourth area pertains to
the documentation of all details related to the purchase and use of the product or
service. This enhances the customer experience accordingly.
It should be noted that despite its contributions, this model is generally deemed to
have limited applicability and effectiveness in analyzing consumer behavior, as
noted by researchers (Guichard N and Vanheems R, 2004).
In summary, the Nicosia Behavior Model prioritizes interactive communication
between businesses and consumers during the entire purchasing process. It
underscores the significance of perception, research, attitude formation, and decision-
making in consumer purchasing behavior. This model provides a dynamic and
cyclical viewpoint of purchasing behavior, emphasizing the ongoing interaction
between the two parties in the purchasing decision-making process. Nicosia aimed to
describe and explain the consumer decision-making process of purchasing products
or services through his theoretical model. Although developed by different
researchers at different times, there are similarities between the models, which
complement one another in their understanding of purchasing behavior. For instance,
the Consumer Decision Behavior Model by Engel, Kollat and Blackwell in 1968.

1.2 The Consumer Decision Behavior Model of Engel, Kollat and Blackwell
(1968): Analysis of the Key Stages of the Purchase Decision Process
Originally developed by Engel, Kollat and Blackwell in 1968 and revised by Engel,
Blackwell and Miniard in 1990 and 2001, this model of consumer decision-making
is a significant approach to understanding the purchasing process. The model
identifies various stages involved when consumers consider making a purchase.

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This model underscores the significance of comprehending the entire purchasing

decision-making procedure, ranging from problem identification to post-purchase
evaluation. It offers businesses valuable insights to adjust their marketing
approaches and promotional communication at every stage of the procedure, with
the aim of positively affecting consumers' purchasing verdicts (refer to Figure 2).

Figure 2: The Consumer Decision Behavior Model of Engel, Kollat and Blackwell (1968)

Exposure Problem
Environment
Recognition
al Factors
Culture
Internal Search for Class
Attention
Research Informatio Influence
Personal
STIMULI

n
Family
Under Factors
standing Situational
Belie
Evaluation
Acceptance of
MEMORY Alternativ Attitu
de Individual
Characteristics
Retention Resources
Intenti Motivation and
on Involvement
Purchase Awareness
External Attitudes
Search Personality
Lifestyle
Post- Features
Purchase Sociodemograph
Evaluation ic

Dissatisfactio Satisfaction

Source: Engel, Blackwell and Miniard (1990, p.481)

The diagram above displays the Consumer Decision Behavior Model developed by
Engel, Kollat and Blackwell, which proposes that consumers are influenced by
stimuli to which they are exposed and by exogenous variables related to their
individual characteristics and the environment. Certainly, the process of decision-

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making commences with the individual recognizing a felt need. After recognition,
individuals actively seek information about a product to reduce the uncertainty of
purchasing (Guichard N and Vanheems R, 2004). Subsequently, individuals collect
information and compare it to other similar products in the market to form opinions
and beliefs about different brands. At this level, various factors impact family
purchasing decision-making, including family members, culture, and social classes.
However, research suggests that family members, such as children (Bree J, 1990),
adolescents (Fosse-Gomez M. H, 1991), and the spouse in decision-making
dynamics within the couple (Divard R and Robert-Demontrond P, 1997), (Hui M.
K. Kim C. Laroche M. and Joy A, 1997), have a significant influence on these
decisions.
The consumer determines the product's purchase based on previous steps.
Subsequently, upon buying and using the product, it generates a favorable
(satisfaction) or unfavorable (dissatisfaction) evaluation of the purchasing
experience. This process represents a post-purchase evaluation. However, the post-
purchase emotional state has a direct and automatic impact on an individual's future
purchasing behavior, as it is stored in their memory (Huang D. Jin, 2021)
Indeed, the model of consumer decision-making behavior has evolved and
contributed to an improvement in the explanatory power of consumer behavior
(Banytė J. Jokšaitė E. and Virvilaitė R, 2007). A notable factor is the integration of
consumption into its field of application ( (Hogg M. Askegaard S. Bamossy G. and
Solomon M, 2006), (Roese N. J.and Olson J. M, 1993). In practice, analytical
models primarily rely on the postulated rationality of consumer decisions, despite
its disputed nature (Loudon D. L. and Della Bitta A. J, 1993). Nevertheless,
consumers often exhibit unconscious behavior that cannot be precisely modeled
(GG Erasmus AC Bishoff E. and Rousseau, 2002). Therefore, normative cognitive
models (theories of reasoned and planned behavior) have emerged, emphasizing
attitudes and beliefs as determining factors of consumer buying behavior.
To summarize, Engel, Kollat and Blackwell’s model examines the objective
evaluation of stimuli, internal processes, and responses relating to purchasing
behavior. In contrast, Howard and Sheth 1969 model offers increased accuracy by
breaking down the purchasing process into distinct steps. This thorough analysis

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highlights problem identification, information retrieval, assessing options, making

a purchase, and post-purchase conduct as the critical stages of a consumer's buying
process.

1.3 The Howard and Sheth (1969) Model of Buying Behavior: Analysis of
Stimuli, Internal Process and Responses in Buying Behavior.
Based on the theory of learning or classical conditioning, this model is widely
researched and has given rise to many applications. Its aim is to describe and
explain how consumers choose different brands, highlighting three areas of
analysis: stimuli, internal processes (constructed by perception and learning), and
responses (consumer behavior towards the displayed product) (see Figure 3 below).

Figure 3: Howard and Sheth (1969) Buying Behavior Model

PERCEPTUAL ANSWE
STIMULI LEARNING CONSTRUCTS
CONSTRUCTED RS

Goals
Intentio Purchas
-Quality Internal
-Price Research
-Sign
Trust
-Service Intentio
-Availability
Symbolics Stimulus Attitude
-Quality Ambiguity Attitud
-Price
-Sign Understandi
Motivati Choic
-Service ng the brand
on Understand
Availability e ing the
-Specials brand
-Family
-Reference Attenti Percept
on ual bias
group Attenti
- Social class Satisfactio on
n

Source: Howard and Sheth (1969)

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Based on this figure, it is observed that the stimuli are objective factors related to
the characteristics of the product or symbols associated with the commercial aspect
of the messages conveyed about the product or social benefits connected to the
information coming from the members of the social group of reference (Guichard
N and Vanheems R, 2004). It is important to maintain objectivity in the evaluation
of these factors. Technical term abbreviations should be clearly explained when
first used and a clear, concise, and logical presentation of information must be
ensured with causal connections between statements. The text should adhere to
conventional academic structure, formal register, and clear, objective language.
Additionally, consistent citation, formatting, and footnoting must be applied while
avoiding biased or ambiguous language. Lastly, precise word choice, grammatical
correctness, and adherence to British English spelling and grammar are essential.
In this model, the internal process serves as the focal point, analogous to a black
box within an individual's brain in which all cognitive and perceptual processes
occur. Howard and Sheth distinguished between perceptual concepts that designate
the formation of biases and the search for information, and learning concepts that
reflect purchasing criteria, motivations, and obstacles. The authors attempted to
create an all-encompassing model for analyzing purchasing scenarios by
categorizing three types of responses: cognitive (attention), affective (attitudes),
and conative (purchasing behavior). Therefore, it is advisable to utilize the term
'buyer' rather than 'consumer' to avoid leaving out commercial purchases (Loudon
D. L. and Della Bitta A. J, 1993). The proposed model integrates social,
psychological and marketing influences (Howard, 1969)and highlights the
significant asset created by the interaction of variables (Loudon D. L. and Della
Bitta A. J, 1993) notably, the theoretical model for purchasing behavior by Howard
and Sheth (1969) identifies various stages that consumers undergo when making
purchasing decisions (Dalrymple DJ and Haines Jr GH, 1970). According to Neman
T (1972), buying habits are influenced by consumer motivations, knowledge,
attitudes, and patterns, alongside marketing stimuli like promotions, advertising
messages, and prices.
In conclusion, Howard and Sheth's model concentrated primarily on the purchasing
process, analyzing the stages of problem recognition, information search, and

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evaluation of alternatives, decision purchase and post-purchase behavior. However,

in 1975, a novel model arose that emphasized the cognitive and emotional factors
underlying attitudes and intentions. Technical abbreviations such as PMA, NPM,
and CPM are explained upon their first use. The language is objective and devoid
of ornamental or emotional verbiage. The text is grammatically correct with no
errors in spelling or punctuation. This shift has facilitated the incorporation of a
more profound psychological aspect in scrutinizing consumer behavior, providing
a comprehensive grasp of purchasing decision-making and preference creation.
This is indeed Fishbein and Ajzen's reasoned behavior model, which provides a
thorough insight into the formation of attitudes and behavioral intentions.
According to this model, individuals' attitudes towards an object, such as a product
or a brand, are formed based on their beliefs and evaluations of its attributes. Bias
and subjectivity are avoided, while precise language is used throughout. The
language structure is coherent and grammatically accurate, and technical
abbreviations are fully explained. Consistent citation and footnote style are
maintained, while the use of filler words is avoided. Finally, the text adheres to
conventional academic sections and maintains regular author and institution
formatting.

1.4 Fishbein and Ajzen's Model of Reasoned Behavior (1975): Understanding

Attitudes and the Influence of Subjective Norms on Behavior
The Reasoned Behavior Model, initially developed by Fishbein, examines the
influence of an individual's attitudes and beliefs towards various aspects of an
object on their overall perspective. The model was later expanded upon by Fishbein
and Ajzen in 1975, resulting in the concept of reasoned behavior illustrated in
Figure 4 below.

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Figure 4: The Fishbein and Ajzen Model (1975): The Theory of Behavior, Reasoned

Beliefs About
Behavior
Attitude towards
Behavior
Behavior
assessment
Behavior Behavior
Intention

Opinion of the
Referents
Subjective
Standards
Motivation to
Comply

Source: Fishbein and Ajzen (1975)

This graph demonstrates that the Fishbein and Ajzen Model fail to account for both
attitude formation and overall behavior. This is evident when considering subjective
norms, which emphasize the impact of other peers on adopting certain behaviors.
The individual's motivation to comply with group expectations determines these
subjective norms.
According to Fishbein and Ajzen (1975), the contribution of attitude and subjective
norms to the formation of behavioral intention is not equal among individuals. This
finding was subsequently confirmed by other researchers, including Lee and Green
(1991). The example demonstrated that subjective norms have a greater impact on
intention formation in collectivist cultures such as Korea, whereas attitudes are
better predictors of intentions in individualistic cultures such as the United States.
The authors' assertion of a strong correlation between purchase intention and
behavior has been criticized as a key point in the research. Overall, the focus here
is on objective reporting of the findings and avoiding the use of emotive or
figurative language. This association is often considered oversimplified due to the
constraints associated with the purchase circumstances (Oliver R. L. and Berger P.

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K, 1979), (Sheppard B. H. Hartwick J. and Warshaw P. R, 1988). Despite the fact

that actions are not always entirely controlled by the actor, it is essential to include
a mediating variable between intention and behavior (Warshaw PR, 1980). This
was later proposed in (Ajzen I, The theory of planned behavior. Organizational
behavior and human decision processes, 50(2), 179-211., 1991)theory of planned
behavior to address the inadequacies of the theory of reasoned action.

1.5 Ajzen's Theory of Planned Behavior (1991): Understanding Beliefs and

Behavioral Intention
The theory of planned behavior is a development of the theory of reasoned behavior,
which aims to clarify the function of intention in predicting behavior (refer to Figure
5 underneath).

Figure 5: Ajzen model of planned behavior (1991)

Beliefs About Attitude towards

Behavior Behavior

Normative Behavior
Subjective Standards Intention
Beliefs

Beliefs about Perceived Control

Level of Control of Behavior Effective Behavioral
Control

Source: Ajzen (1991)

Ajzen suggests that human behavior is influenced by three key factors: beliefs about
behavior, normative beliefs, and control beliefs. Beliefs about behavior encompass
an individual's beliefs and evaluations of the outcomes that can be achieved if a
particular behavior is adopted. In contrast, normative beliefs reflect an individual's
perceptions of the expected behavior of other group members, and their motivation
to conform to those expectations. In contrast, control beliefs are associated with

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beliefs regarding the existence of factors that can aid or hinder the enactment of
behavior, and the perceived influence of such factors (Ajzen I, The theory of
planned behavior. Organizational behavior and human decision processes, 50(2),
179-211., 1991).
Behavioral beliefs tend to generate positive or negative attitudes towards consumer
behavior, whereas normative beliefs can stem from the perceived pressure of social
norms or subjective norms. Regarding control beliefs, they contribute to the
perception of behavioral control. This perception is based on the individual's
attitude towards the behavior, subjective norms, and their perception of behavioral
control, which then lead to the formation of behavioral intention.
The theory of planned behavior has exhibited its predictive validity through multiple
analyses conducted at this level (Conner M. and Armitage CJ, 1998). Furthermore, this
model is easy to comprehend as it can be applied to various behaviors (Lee C. and
Green RT, 1991)Nonetheless, despite the intricacies of consumption situations and the
impact of numerous factors on an individual's conscious and unconscious, this theory
retains a considerably upbeat stance in comparison to others. Certainly, this model is
founded on the hypothesis that consumers engage in cognitive processes prior to
adopting purchasing behavior, despite the fact that relying solely on cognition
disregards the potential impact of other influences such as emotion, spontaneity, and
habit (Berkelaar EJ and Hale BA, 2003).
In conclusion, various explanatory theories on consumer behavior research aim to
model behavior accurately and explore the processes of information processing in
individuals. Nevertheless, these models have undergone significant improvement
to assess consumer behavior as a whole, despite being impacted by several variables
arising from the environment and the individual.

At the Crossroads of Marketing: Questions about the Adaptability of

Decision-Making Models in a Changing World
In the complex marketing landscape, decision process models have long served as
fundamental tools for understanding consumer behavior. However, as traditional
marketing paradigms adjust to the emergence of new technologies and rapidly shifting
consumer needs, the relevancy and efficacy of these models become critical issues.

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Indeed, in traditional marketing contexts, these models have demonstrated their

effectiveness by providing robust conceptual frameworks for interpreting the
purchase decision process. However, their adaptability to modern marketing
dynamics remains a critical question. Are they still viable in an environment where
digital technology, artificial intelligence, and mass personalization are continuously
redefining the rules of the game?
A fundamental question arises regarding their ability to comprehend the emotional
complexity of consumer behavior. Can traditional models, which tend to focus on
rationality, effectively incorporate the emotional elements that are becoming
increasingly influential in modern purchasing decisions? Moreover, in a landscape
where consumers actively seek authentic connections with brands, how do these
models measure the impact of emotional experiences?
Rapid technological evolution poses an increasing challenge in light of constant
advancements. How do these models incorporate concepts like artificial
intelligence, predictive analytics, and extensive data? Do they possess the ability to
interpret intricate online behavior, social network interactions, and complex
customer journeys?
Can traditional models keep pace with evolving consumer needs? How do
companies predict changes in consumer preferences, expectations, and values? Can
they adjust marketing strategies in real-time or will they become outdated due to
the constant need for responsiveness?
Moreover, in modern marketing, where omnichannelity and personalization are
critical, how do these models cope with an environment in which clients engage
with brands on multiple touchpoints? Can decision process models in marketing
capture the fragmented and interconnected nature of contemporary customer
journeys?
The continued relevance of these models depends on their ability to adapt to the
challenges presented by modern marketing and technological evolution. In an ever-
changing landscape, questions have been raised regarding their relevance,
emphasizing the need for reflective analysis of their role and adaptation to a world
where change is the only constant.

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The Origins of Marketing: Analysis of Consumer Decision Models and their

Influence on Current Marketing Strategies
To examine the durability of traditional models of consumer decision-making in
marketing, let's explore their origins. Pioneers such as Nicosia's Behavioral Model
(1966) and Engel, Kollat, and Blackwell's Consumer Decision Behavior Model
(1968) established the basis by examining the process of consumer decision-
making. These analysts examined the decision-making process, emphasizing
interactive communication and purchasing stages. This examination led to a
comprehensive grasp of the mechanisms governing customer activity and improved
marketing tactics. The Nicosia Behavior model, for instance, noted the significance
of interactive communication between consumers and companies. The importance
of information exchange in the digital age cannot be overstated, as communication
remains essential to brand-consumer relations (Jaadani, 2023). Additionally, Engel,
Kollat, and Blackwell's Consumer Decision Behavior Model presents a holistic
approach to the buying journey, identifying key stages that still hold relevance even
with the emergence of digital contact points (Alaoui, 2020).
The significance of consumer decision-making process models in marketing
development is undeniable as they are instrumental in comprehending the
purchasing behaviors that steer corporate marketing strategies. These models
present a methodical perspective of the phases that consumers undergo during the
buying process, facilitating marketers in designing more precise and efficient
campaigns.
Consumer decision-making process models offer a strong conceptual foundation
for comprehending the motivations, influences, and criteria that drive consumer
choices. These models, which outline the critical stages from recognizing a need to
post-purchase evaluation, provide a valuable framework for anticipating and
responding to market demands. It is crucial to identify the key causal connections
between statements, adhere to a conventional structure, and use clear, objective
language to ensure clarity and precision in academic writing. Similarly, recognizing
distinctions in the decision-making process among diverse consumer groups
(Marian, 2010), facilitates improved audience segmentation for organizations.

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Furthermore, these models aid companies in crafting more accurate marketing

strategies by comprehending the elements influencing each stage of the decision-
making process. This permits marketers to customize their messages and
communication channels for optimal effect. Another critical factor is the
adaptability of consumer decision-making models to societal and technological
transformations (Kotler, 2003). These models are flexible and can adapt to new
trends and advances, giving companies the ability to anticipate changes in consumer
behavior. With the emergence of new communication channels and evolving
consumer expectations, these models serve as a guide for adjusting marketing
strategies accordingly.
Despite their significance, these models pose challenges. Rapid technological
advances, societal shifts, and outside factors can complicate comprehension of
consumer behavior. Measures of particular elements like emotions or cultural
influences (Pourmoezzi, 2019), may prove challenging to acquire objectively,
potentially constraining model accuracy.
In conclusion, consumer decision-making process models are valuable in marketing
development because they offer a detailed and structured viewpoint of purchasing
behavior. These models are crucial for companies striving to comprehend, engage,
and satisfy their target market. However, acknowledging their limitations is
essential, and supplementing them with alternative approaches is necessary for a
comprehensive understanding of the marketplace (Klabi, 2014).

Marketing Adaptability: From Traditional to Digital, an Odyssey of

Relevance and Persistence
The persistence of traditional consumer decision-making models relies on their
adaptability over time (Quirós-Gómez, 2020). These models have not become
obsolete but rather changed to integrate new factors, including the increasing
influence of digital technology on communication and the purchasing process
(Chakor, 2019). This capacity to both evolve and maintain relevance demonstrates
the resilience of traditional models in the ever-changing marketing environment.
The visionary contributions of pioneers like Nicosia and Engel, Kollat, and
Blackwell continue to thrive through the persistence of traditional models, showing

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that a deep and long-lasting comprehension of consumer behavior was laid by these
experts. Their legacy lives on. The evolution of behavioral models, from Fishbein
and Ajzen in 1975 to Ajzen's Theory of Planned Behavior in 1991, entails a shift
from pure rationality towards greater regard for emotional facets, with an initial
focus on attitudes, beliefs, and rationality (Sfetcu .N, 2020). Fishbein and Ajzen's
model has been developed further with the integration of perceived behavioral
control and subjective norms in the Theory of Planned Behavior. This updated
model recognizes the critical influence of emotions on individual decision-making
(Boissin, 2008).
The continuous evolution of consumer needs and technological advancements
represent not only challenges, but also opportunities for innovation. In today's
digital era, conventional business models must adapt to the constant market
changes. The introduction of digital technology has led to the rise of mass
customization (Carbonnel, 2017). Traditional models fulfill the need for
personalization while companies rely on advanced data to anticipate individual
preferences and offer tailored products and services.
Furthermore, predictive analytics and machine learning have become crucial tools
for anticipating changes in consumer behavior (Tremblet, 2022,), providing a
competitive edge through rapid strategy adjustments based on feedback, trends, and
competitive changes.
Traditional models have also had to adjust to the emergence of digital channels and
social media (Idrissi, 2019). To accommodate these changes, they have integrated
these channels and acknowledged that consumer engagement has moved online.
Therefore, establishing a strong presence on digital platforms is vital to maintaining
an authentic connection.
The customer experience encompasses all touchpoints, whether they are online or
offline. In order to promote a cohesive experience and reinforce brand image,
traditional models have evolved into an omnichannel approach (L'houssaine, 2021).
Additionally, in a world with high expectations for speed, real-time responsiveness
has become critical. As a result, traditional models now include mechanisms for
instantaneous reactivity, allowing for effective adaptation of strategies.

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In the era of voice interfaces and conversational technologies, models are evolving
to include new forms of interaction. Voice interaction introduces emotional
expression, capturing subtleties that are absent in text-based interaction. Advanced
voice recognition enables artificial intelligence systems to interpret emotional
nuances, providing a comprehensive comprehension of behavior (Sadin, 2018).
This expansion of conversation deepens our comprehension of human behavior,
uncovering emotional drivers and preferences. Current models incorporate these
conversational features to more effectively anticipate and address user requirements.
In conclusion, the key factor that drives success in both the understanding of human
behavior and marketing strategies is adaptability. While traditional marketing
decision-making models have shown impressive capacity for evolving, responding
to changing consumer needs and technological advancements, models of human
behavior have progressed from emphasizing rationality to acknowledging
emotional aspects. This evolution is highlighted through the integration of voice
interfaces and conversational interactions, providing novel insights into
comprehending and predicting individual behavior in a world that is increasingly
centered on technology and communication. Bringing together both observations,
the ability to balance individual needs with the integration of advanced technologies
defines the key to success. This enables marketing strategies to be guided by a
robust roadmap in an ever-changing environment.

Evolutionary Synthesis: The Adaptability of Decision-Making Models in

Modern Marketing
Decision-making process models currently confront a range of issues and challenges,
constantly adjusting to remain pertinent in an ever-changing marketing landscape.
Some models are adapting to include elements of digital marketing, artificial
intelligence, and personalization, in order to align with modern marketing dynamics.
As an essential component of effective brand management, digital marketing fosters
trust between consumers and brands and optimizes brand loyalty (Joël, 2018).
Marketing professionals are leveraging digital channels, including the internet,
email, cell phones, and digital TV, to achieve a range of objectives, from acquiring
new customers to enhancing customer service (Sohir.Y, 2021).

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The intricate emotional facets of consumer behavior pose a significant hurdle. Some
traditional models incorporate emotional factors into their parameters, while new
models focus on understanding consumers' emotional responses (Barzi, 2022).
Integrating emotional intelligence into models is crucial for a more comprehensive
understanding of the purchasing decision process.
Rapid technological progress is being tackled by integrating advanced concepts,
such as artificial intelligence and predictive analytics. There is continuous
improvement in the models for purchasing decision-making, which capture the
intricacies of online activities, social media interactions, and complex customer
journeys (Lemoine J. F, 2015), Keeping up with technological advancements
necessitates perpetual agility.
However, due to the rapid evolution of consumer needs, certain models have
integrated real-time updating mechanisms. Dynamic algorithms can predict
adjustments in consumer preferences, expectations, and values, guaranteeing that
marketing strategies remain continuously responsive.
With regards to omnichannelity and personalization, models adopt a more
comprehensive approach. By using data collected from various customer
touchpoints, businesses can capture the intricate and interconnected nature of
modern customer journeys (L'houssaine, 2021). Real-time analysis of this
information enables businesses to adjust their strategies and provide a more
personalized and seamless experience.
In summary, purchase decision-making process models are adapting to address the
inquiries and obstacles presented. Technological innovations, emotional insights,
and real-time adaptation mechanisms are incorporated to maintain their
effectiveness as tools in contemporary marketing (Marzouki, 2023). However, their
continued success relies on their ability to remain flexible and innovative in
response to the constant changes in the marketing world.

Rethinking the Buying Experience: Presentation of an Innovative Theoretical

Model in the Context of Modern Marketing
In modern commerce, comprehending the decision-making process is imperative
for firms aiming to positively affect consumer behavior. Developing decision-
making process models that encompass the intricate interactions amid external

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stimuli, psychological factors, and social influences is crucial for this

comprehension. In the face of rapidly evolving technologies, changing consumer
preferences, and societal trends, there is an urgent need for agile and comprehensive
models. With this in mind, this proposal introduces an innovative model for the
decision-making process, highlighting a holistic approach that integrates both
traditional and emerging dimensions of consumer behavior. Please refer to the
figure below for a visual representation.

Figure 6: Purchasing decision model integrating digitization aspects.

Perception Process (Nicosia) :

Stimuli

Information Process (Engel,

Kollat, Blackwell):
Information Retrieval

Scanning
Evaluation process (Howard Intention to
and Sheth): Evaluation of Buying behavior
buy
alternatives.

Theory of Reasoned Behavior

(Fishbein and Ajzen) :
Attitudes Social Norms and
Beliefs.

Digitization significantly influences the consumer's decision-making process in its

various phases and brings notable changes to the traditional framework established
by models, including Nicosia, Engel, Kollat, Blackwell, Howard and Sheth, as well
as Fishbein and Ajzen's theories of reasoned behavior.
Indeed, in the context of the perception process (Nicosia), which traditionally
focused on stimuli from conventional sources such as advertising, digitization now
introduces close interaction with digital stimuli. Consumers are exposed to diverse
information from social media, online advertising, and other digital channels, which
alter their initial perception. The process of information, as described by Engel,
Kollat, and Blackwell, is currently expanding significantly due to the wider range

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of channels available to consumers thanks to digitalization. Consumers are actively

exploring digital platforms to search for relevant information, which in turn
influences how they collect, evaluate, and integrate this knowledge into their
decision-making process.
Similarly, the stage of assessing alternative options in consumer evaluation, which
was incorporated into the appraisal process as per Howard and Sheth, now heavily
incorporates digital elements such as online reviews, algorithmic recommendations,
and social media influence. These digital factors contribute to the complexity of
consumers' product and service evaluation process, impacting their ultimate choices.
In accordance with Fishbein and Ajzen's theory of reasoned action, digital
interactions have a significant impact on attitudes and social norms, which are crucial
in shaping behavioral intentions. Online opinions, digital testimonials, and social
media-influenced norms shape consumers' attitudes and behavioral intentions.
In summary, digitization acts as a catalyst for transforming every aspect of the
consumer decision-making process. The increasing impact of digitalization leads to
significant alterations in consumers' perception, evaluation of alternatives, and
intention formation. Such dynamics radically transform the way individuals interact
with the market and make purchasing decisions.

Conclusion
Our exploration of consumer decision-making models has revealed their important
function in comprehending the multifaceted connections responsible for purchasing
decisions. Models such as Nicosia and Engel, Kollat and Blackwell, along with
current advancements integrating emotions and technology, have strongly
influenced the marketing industry. However, the traditional models passed down
from pioneers are receiving scrutiny in today's ever-changing and dynamic
marketing environment. While they are effective in traditional marketing,
grounding an understanding of the buying decision process, their ability to adjust
to modern dynamics sparks legitimate concerns.
The emotional complexity of consumer behavior, often disregarded by
conventional rationality-based models, presents a significant challenge.
Furthermore, rapid technological advancements introduce additional complexity.

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Thus, it is essential for models to adapt their structure and incorporate concepts like
artificial intelligence, predictive analytics, and vast data sets. Additionally, they
need to possess the ability to interpret online behaviors, social network interactions,
and intricate customer journeys. The rapid evolution of consumer needs raises
concerns about the agility of traditional models. Anticipating changes in consumer
preferences, expectations, and values is crucial for their flexibility. This is
especially important in a modern marketing context that demands constant
responsiveness.
In an environment where omnichannelity and personalization are a necessity,
traditional models must adapt to the reality of consumers interacting with brands
across multiple. Understanding the fragmented and interconnected nature of
modern customer journeys is becoming increasingly important. Additionally, the
evolutionary synthesis underscores the necessity for decision-making process
models to be adaptable in the ever-changing landscape of modern marketing and its
various challenges.
However, an innovative theoretical model that identifies the effects of digitization
on each stage of the consumer decision-making process is crucial for improving the
worth of our research and reflections. This model aims to comprehensively
incorporate both traditional and emerging aspects of consumer behavior,
emphasizing the significance of a comprehensive approach to comprehending and
positively impacting consumer behavior in our current world.
In conclusion, the success of decision-making models in an ever-evolving
marketing world hinges on their adaptability to change. Models must be agile
enough to incorporate technological advancements while simultaneously
understanding the intricate emotional complexities of consumer behavior. Striking
a balance between tradition and innovation, decision-making models play a critical
role in comprehending and meeting market needs.

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