Heliyon 9 (2023) e13895

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Heliyon
journal homepage: www.cell.com/heliyon

Review article

Main theoretical consumer behavioural models. A review from

1935 to 2021
María Dolores Reina Paz *, Juan Carlos Rodríguez Vargas **
Department of Business Economics and Accounting, National Distance Education University, Madrid, Spain

A R T I C L E I N F O A B S T R A C T

Keywords: In the area of company economy, consumer behaviour and consumer attitudes to consumption
Behavior and debt have been the subject of study ever since this discipline came into practice. This pub-
Brand lication is a result of an initial work that provides a conceptual analyses and review, within a line
Company
of research that the authors are developing, the aim of which is to establish the characteristics
Consumer
Economy
that determine the current consumer behaviour and the actual patterns of conduct that make it
Models possible to devise a new contextual psycho-economic model with regard to consumer behaviour.
Psychology This work is an exhaustive theoretical review of the numerous authors, theories and models
concerning consumer behaviour considered from 1935 to 2021.

1. Introduction

Jacoby, Johar & Morrin (1998) state that the origin of research into consumer behaviour are to be found Psychology and that it
gave rise to a new line of research known as Social Psychology. At first, works were developed with such concepts as attitude,
communication and persuasion. Once Social Psychology was accepted as being an important subject it received adherents who pro-
moted work under other constructs, with research into memory, data processing and decision-making [1] (see Table 1).
Throughout time, there have been many authors who, as a consequence of their research into consumer behaviour, have defined
different types of purchasing. These purchasing types have been incorporated into the different theoretical consumer behavioural
models, with a view to explaining in the social and economic areas, not only consumers’ individual behaviour but also consumers’
collective behaviour.
Moreover, the theoretical conception of behavioural models has evolved greatly over the past 50 years. Ehrenberg, Goodhart &
Barwise (1990) refer to this evolution when they mention the different approaches given to the three methodological approaches
-aprioristic, empirical and eclectic-in the drawing up of consumer behavioural models in recent years [122].
Making use of the theoretical concepts of consumer economy and psychology, the aprioristic approach understands consumer
behaviour as one of the facets of human conduct, and its attitude is governed only and exclusively by its positioning in relation to social
phenomena. Even with this limited view, the aprioristic approach was marked by work in the motivational area and in research into
attitudes.
In contrast to the aprioristic approach, which seeks to explain consumption behaviour in preconceived theoretical structures, the
empirical approach postulates laws from the observation of behavioural patterns, mainly on the basis of panel and survey data.

* Corresponding author.
** Corresponding author.
E-mail addresses: [email protected] (M.D. Reina Paz), [email protected] (J.C. Rodríguez Vargas).

https://doi.org/10.1016/j.heliyon.2023.e13895
Received 3 November 2022; Received in revised form 11 February 2023; Accepted 15 February 2023
Available online 23 February 2023
2405-8440/© 2023 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

The eclectic approach, combining the positive aspects of the two earlier ones by bringing together the theoretical concepts of the
aprioristic approach and the specific findings of the market studies arising from the empirical approach, emerged at the end of the
1960s.
These three approaches can be summarised in the following way [123]:
Aprioristic.- This is an approach in which theories and concepts pre-established in other sciences are utilised, its strength lying in
the use of a major theoretical base. However, the studies developed in contexts not included in the consumption scenario, often use
experiments with students in laboratories.
Empirical.- This is an approach in which data are used obtained from field tests and from the panels, with theoretical formulations
designed from the observation of behavioural patterns, highlighting the utilisation of research applied to actual scenarios, which
enables the user to measure consumption phenomena. However, its weakness lies in the lack of theories coming from social sciences
and the relative absence of explanatory power.
Eclectic.- This is an approach in which makes use of the theoretical precepts of the aprioristic approach and the studies and ex-
periments of the empirical approach. Therefore, this approach’s scope is its biggest strongpoint, given that the researcher is able to
trace guidelines for the marketing actions and for basic research. Yet, as it is more complex, the drawback with this type of approach
stems from the fact that there are too many variables and interrelations, and so it requires the support of a greater amount of studies
from other spheres of knowledge.
In the same way as there are different approaches, there are also different kinds of defined models. The economic factor has been
taken as the reference for this analysis, considering two types of models collected by Manzuoli [124].

1.1. The microeconomic model

A model proposed at the beginning of the 19th Century, which stresses the pattern of goods and prices in the global economy as axes
that are central to it. This model is based on suppositions with regard to a “standard consumer” about whom the theory concerned is
postulated. It revolves around the act of purchasing, i.e., trying to predict the product to be chosen by the consumer and the amount
concerned. This model takes tastes and preferences for granted, and does not take into account the origin of the necessities and their
appraisal. The characteristics of this model where consumers are concerned are:

- The consumer’s requirements and wishes are unlimited. Therefore, it is not possible to meet them completely.
- The budget allocated will be utilised to maximise their needs.
- The consumers’ preferences are dependent and constant.
- The consumers are perfectly aware of the degree of satisfaction that a product will give them.
- The marginal use or satisfaction generated by every additional unit will be less than the satisfaction generated by the previous ones.
- Consumers recognise the price of an item of goods as the only measure of sacrifice that is required to obtain it. Therefore, it does not
fulfil any other function in the purchasing decision.
- Consumers are perfectly rational in the sense that, in view of their subjective preferences, they will always act in a deliberate way to
maximise their satisfaction.

Given these suppositions, economists argue that totally rational consumers who make decisions based on logical and conscious
calculations, will invariably purchase the goods that offer them the best cost-benefit. Despite its limitations, certain aspects of the
model have been modernised and are still relevant, with their well-known influence on thought in the Purchase-Decision Process.

1.2. The macroeconomic model

The macroeconomy has developed a model that focuses on the aggregated flows of the economy. The monetary value of the re-
sources, their trend and how they evolve. This model groups together the incomes of the persons into consumption and saving. It
analyses the hypothesis of “relative income” which explains that the proportion of income that a family gives over to consumption only
changes when a change in income places that family in another social bracket. This will not happen if all the income levels are raised at
the same time. Another hypothesis is the so-called “permanent income”, where an analysis is given for the reasons why some in-
dividuals change their consumption habits slowly even when their incomes change suddenly, establishing that people consider sudden
income changes are temporary and, thus, expect them to have little effect on consumption activity. Although its contributions are
interesting, one of the major drawbacks to this model is that it stresses the economic variables and ignores the effects of psychological
factors.
These first models were based upon economic systems in order to understand the allocation of limited resources in the face of
unlimited needs, so they now recognised the importance of requirement as an initial factor for a model that understands the consumer.
When reviewing the literature, it is also possible to find integrated models that describe consumer behaviour. Some authors point to
three consumer behavioural models as being the most complete and exhaustive: the models devised by Howard-Sheth, Nicosia and
Engel, Blackwell & Miniard [125,126]. Along the same lines, it is considered that the Howard Model has great predicting ability [127].
Other integral models were those by Markin, Kerby & Holbrook and the experimental consumer model by Hirschman. They are all
very similar to the models devised by Howard-Sheth & Engel, Blackwell & Miniard [126].
Rao & Vilcassim (1985) prepare a mathematical model without graphical representation [21]. The model’s most important premise
argues that an individual’s choice is what maximises its usefulness subject to certain restrictions (such as resources). It amounts to a

2
 Table 1

M.D. Reina Paz and J.C. Rodríguez Vargas

Main theoretical consumer behavioural models 1935–2021.
Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

1 Model for the 1935 Gabriel Tarde The suppositions in the theory of Its hypothesis was the It falls short, because it
psychological the Underpinnings of Economic first effective attempt only considers belief
theory of the Behaviour are: (1) Economic in the 20th Century to tangentially.
Underpinnings of behaviour is the result of the explain economy from
Economic combined action of two different angles: the
behaviour [2] psychological causes; desire and consumer is a being
belief. made of desires and
(2) The consumer is a being appetites who believes,
made of desires and rightly or wrongly, in
appetites who believes, the aggregated use of
the desire when it is
rightly or wrongly, in the
achieved. Within this
aggregated use of the same perspective, the
desire when it is value of money
achieved. emerges as a
(3) Price, what the desire combination of
costs in affective terms, subjective influxes:
is determined by the beliefs, desires, ideas
intensity of the desire. In and wills. In such a
way that, in the words
this sense, the demand
of Tarde (1935)
shows the strength of the
3

“economic
beliefs, which are the fluctuations, unlike a
myths associated with a barometer’s
particular period. fluctuations, cannot be
(4) Consumption is explained without
constantly fluctuating considering their
depending on the ways psychological causes”
in which these myths [2].
acquire power, ambition
and challenges, which is
increased by imitation.
(5) Production depends on
invention and work,
which, in turn, are
determined by needs.
(6) Capital is the result of
the sum of benefits
(manifested in the form

Heliyon 9 (2023) e13895

of the beliefs of the
moment) that generate
the desires.
2 Psychological 1951 George The variables interact like that: It includes the classic It views mass
Analysis of Katona (1) Psychological variables (Ps) economic analysis, the consumption society as an
(continued on next page)
 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

Economic mediate between economic psychological open dynamic system,

Behaviour Model stimulus and behavioural variables, especially given that for him,
[3] responses (Ps). what is related to consumers are not merely
(2) Economic stimulus (E) is attitudes and passive receivers of the
composed of the expectations. system, but active
objective economic member who influence it.
This perspective, clearly
conditions prevailing.
cognitive, places the
For example, consumer in an
unemployment rate, outstanding and active
value of money, income position, invalidating the
per capita and taxation simplicity of the previous
rate. models, e.g., Tarde’s
(3) Behavioural responses Model. The
(B) are the behaviours aforementioned does not
allow for continuity in the
that manifest themselves
construction of models
through purchase,
that contain similar
investment, saving and variables.
the use of goods and
services.
(4) The psychological
4

variables act as
intermediaries and are:
a) Prior attitudes, which
are the result of the
perception of a
particular situation
where the stimulus takes
place.
b) The atmosphere that
refers to the
individual’s
economic situation,
his/her perception of
this situation ad his/
her real exchange
conditions.
c) Modified attitudes
are the effect of the
individual’s own Heliyon 9 (2023) e13895
behaviour when
faced with the
economic stimuli and
the results obtained.
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 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

(5) There is a feedback

mechanism between behaviour
(B) and the economic situation
(E).
(6) As a consequence,
consumers’ behaviour (B) has an
influence over the economic
situation (E) with their
purchases or their savings. And
this interfered with by
psychological variables (Ps), has
an effect in situations of
depression or growth, over the
consumer’s behaviour (B).
3 Consumer 1965 Andreasen The process described by The model takes into The model has its
Behavioural Model Andreasen involves 4 states: account the fact that limitations, including the
[4] internal stimulations, perception every new piece of fact that it is not clearly
and filtering of the information, information or change indicated which type of
being prepared to change in the environment can interaction exists between
attitude and, finally, the feasible have an effect on the the consumer and the
results. The information consumer’s attitudes brand, product or service.
perceived by the consumer and feelings. The It seems that this model
5

about the product is obtained via consumer’s decisions only has one
the 5 senses, the messages can be are affected beyond communication channel,
personal or impersonal. The his/her cultural values, feedback for products that
potential consumer’s first filter personality, desires are not new (for example)
is his/her own perception of and experience. are sidelined or hardly
these messages, whereas the explained. Another
attitudes will function as a criticism levelled at the
determining factor that will model seems to be that
allow or disallow the the variables that are
information to keep flowing. taken into account are
always weighted towards
the attitudes of the
consumer, rendering
other types of variables
too weak, when they
could be just as
influential.
4 Consumer 1966 Nicosia The model describes a circular This model makes an It can be seen that the
Behavioural Model flow with more than one option outstanding model’s flow, of a
[5] of influences in which each contribution to computer nature, is
component leads to the next one, consumer study [6]. sometimes restrictive and Heliyon 9 (2023) e13895
where consumers behave in an Not only because of its the way it processes the
increasingly active way innovative approach, consumer’s numerous
throughout the consumption by considering internal factors is far from
process, gradually acquiring conscious and complete.
(continued on next page)
 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

knowledge about the product intentional behaviour, Attempting to validate it

they wish to obtain, and but also because it sees is fraught with certain
eventually having specific the act of purchasing as difficulties [7]. It does not
information about the brand that yet another stage in the envisage all the internal
best meet their needs, consumption process. factors that affect the
representing a situation where It also includes the consumer’s behaviour,
there are communications company’s influence in and neither does it
(adverts, products, etc.) to the the purchase decision consider any type of the
target, to affect their behaviour. process, and Feedback individual’s predisposal
In general terms, the model also exists in its own towards an object (brand)
contains 4 major fields: right. in particular at the
1) The company’s attributes beginning of the
and communications and consumption process [6].
the consumer’s
psychological attributes;
2) The consumer’s
assessment of the options
available;
3) His/her act of
purchasing, and;
4) His/her feedback.
6

5 Consumer 1968 Engel, Kollat The model’s main features are as It is one of the most It tends to understand the
Behaviour and & Blackwell follows: emblematic decision-making process
Decision-Making - Inputs: the set of stimuli representations of too schematically.
Model [8] received by the consumer. consumer behaviour.
- Information Process: it
consists of 5 stages:
information explosion,
attention, understanding,
acceptance and retention
in the memory.
- Decision Process: part of
the recognition of the
problem, which forces the
consumer to seek both
internal and external
information. The next
stage is the assessment of
options, where a chain of
effects is produced: Heliyon 9 (2023) e13895
formation or change of
beliefs about the product,
attitudes and, finally,
intention to purchase. All
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 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

of this leads to the act of

purchasing and/or to the
obtaining of one of the
satisfactory or
unsatisfactory results.
- Variables that have a
bearing on the decision-
making process. They are
grouped into 2 types of
variables: environmental
influences (culture, social
class, personal influences,
family and situation de-
terminants), and individ-
ual differences (the
consumer’s resources,
motivation and implica-
tion, experience, attitudes,
personality, life style and
demographic
7

characteristics).
6 Purchaser 1969 Howard & This model forms the basis for a The model identifies It is often criticised for the
Behavioural Model Sheth general integrating theory for many of the variables limited explanation that is
[9] consumer behaviour, because it that influence given for the it gives
tries to describe the rational consumer behaviour relations considered
choice behaviour of certain and provides a detailed between the variables
purchasers in conditions where description of how involved in the
information is incomplete and some interact with consumption process
capacities are limited, 3 levels of others. Moreover, and [10]. And although it has
decision-making being for the first time, the been tested empirically, it
distinguished: model explicitly is also criticised for its
- Extensive solution for recognises the various lack of ability to predict
problems: It corresponds to types of behaviours [11].
the first stages of the when searching for
information and
decision-making process.
solving problems. It
At this time, the person has also recognises that the
little information about the results of the
brands and has not yet consumer’s decisions

Heliyon 9 (2023) e13895

developed well-defined are more than mere
and structured criteria that purchases.
enable him/her to select
from among the products
(selection criteria).
(continued on next page)
 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

- limited solution for

problems: this refers to a
period more advanced
than the previous one. In
this situation the selection
criteria are well defined,
but the person is still
undecided about the group
of brands (set of
characteristics, would be
more appropriate) would
be more appropriate.
Hence, they cannot be sure
which brand is the “best”.
- Routine response
behaviour: the purchasers
have well-defined selection
criteria and also strong
preferences for a particular
brand. There is little doubt
8

in their minds and they are

ready to purchase a
particular brand and have
hardly assessed any other
alternatives.
7 Ternary and 1978 Paul Albou The model by Albou (1978) can It is a qualitative model It does not allows for
Graphical be broken down into 2 parts that enables its users to quantitative analyses to
Previsional Model [12]: understand how the objectively determine
[12] (1) Contextual bases that economic agents react causality relations.
determine the in the presence not
psychological aspects of only of internal stimuli
(psychological aspect)
economic behaviour and
but also from context.
that, in themselves, are
the contexts: (a)
economic, (b) political,
(c) sociological and (d)
cultural for a particular
society in a specific
historical period. Heliyon 9 (2023) e13895
Economic behaviour
cannot be interpreted in
isolation from the
context in which it
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 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

occurs, so, the model by

Albou (1978) is
orientated towards a
reinterpretation of the
individual aspect of
economic behaviour
from the analysis of the
society’s collective
conditions [12].
(2) Psychological bases: on a
psychological level there
are 3 sectors to which
similar importance is
attached:
(a) The conative sector,
which concerns
human activities,
especially economic
activities. The
expression conatus
9

stresses the idea of

effort and the need
to adapt to the
demands of the
surroundings.
environment;
(b) the affective sector,
characterised by
feelings and
passions, which
plays a decisive role
in economic
behaviour. This
sector is associated
with the conative
sector by
motivation, and;

Heliyon 9 (2023) e13895

(c) the cognitive sector,
that governs know-
how and knowledge,
as well as perception
of reality and how it
(continued on next page)
 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

is interpreted. It is
linked to the affec-
tive sector through
beliefs and to the
conative sector by
technique.
On this level, where the
psychological bases are
concerned, (I) beliefs, which can
be put across, institutionalised
and organised into myths or
ideologies, (II) technique is
learnt and perfected through
theory and practice, and (III)
motivation, are all linked to the
system of values. All of these
elements are linked to construct
the representation, idea and
image, which the individual
constructs in his/her symbolic
universe.
10

8 Information 1979 Bettman The consumer behavioural Bettman’s model It has a few drawbacks,
Processing Model model by Bettman (1979) is provides an original mainly owing to the
[13] known for specifically tackling and complete structure difficulties involved in
the processing of information of the consumption validating the model;
[13]. As it pays close attention to decision process, these are caused by its
the individual’s cognitive identifying most of the complexity and limited
processes, Bettman (1979) variables that affect it operability [14].
provides a simplified description [9]. It also stands out
of consumption behaviour, because of the special
which is considered to be a attention that is paid to
process of decisions taken by the consumer’s
means of simple and individual cognitive processes
strategies [13]. and to the processing
Consumption behaviour is of the information.
considered to be a cyclic process
whereby consumers seek and
assess information, selecting and
deciding from different options,
acquiring and learning about a
product, and applying

Heliyon 9 (2023) e13895

consumption experience to
future behaviours. Furthermore,
the consumption process is
explained under the assumption
that an individual’s processing
ability is limited. Therefore, it is
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 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

assumed that consumers do not

use complex analyses when
making decisions about
consumption, but use strategies
that simplify the process.
The decision model by Bettman
(1979) consists of a series of flow
charts containing 7 basic
components [13]:
- processing capacity
- motivation
- attention and perceptive
encoding
- acquiring and assessing the
information
- memory
- the decision
- consumption and learning
9 Theory of 1980 Ajzen & According to the model It enables the user to It is unable to predict,
Reasoned Action Fishbein proposed, individuals act consider certain factors especially behaviour that
Model [15] rationally using the knowledge that hitherto had only occurs habitually and
11

they have, for the purpose of been envisaged behaviour where

which they systematically use occasionally, and individuals are not as
the information they receive. facilitates an aware of the decision
Moreover, it is assumed that the understanding of the process they are carrying
intention to behave (or not to) in behaviour out [16].
a certain way is the best variable determinants.
for predicting such behaviour,
that the intention is determined
both by the attitude to that
behaviour and by that
individual’s subjective standard;
that not only the attitude but
also the subjective standard are
preceded by the ideas and
regulatory beliefs, respectively.
10 Economic 1981 Fred Van This model proposes to integrate Integrating the It insists on the need to
Behaviour Raaij the economic variables with the economic variables consider the feedback
Integration Model psychological variables, with the psychological between economic
[17] persisting in considering the variables, allowing for behaviour and the
feedback between economic a host of combinations conditions of the
behaviour and the context at the same time, environment. Heliyon 9 (2023) e13895
conditions [18]. which can serve as the
The variables in the Economic basis for more specific
Behaviour Integration Model by models that can be
Fred Van Raaij (1981) are incorporated into it,
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 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

defined in the following way and it makes

[17]: significant progress
(1) Personal Factor (P): It since the model by
includes the values, Katona (1951) because
aspirations, cognitive it contains interaction
with new elements [3].
styles and attitudes, as
well as
sociodemographic
variables such as age,
profession, family
composition, etc.
(2) Perceived Environment
(EP): this is the
economic environment,
perceived in a different
way by the general
public and giving rise to
a certain atmosphere in
business, consumer
expectation regarding
12

price fluctuations or the

sharing out of income,
ideas about the social
standing of the reference
groups, etc.
(3) Economic Behaviour (B):
this includes not only
consumption behaviour
but also any activity that
involves managing
economic resources,
whether active or
passive (e.g.: “saving” is
understood to be
economic behaviour).
(4) Economic Environment
(E): this includes

Heliyon 9 (2023) e13895

personal availabilities in
economic terms,
including income
sources associated with
employment, as well as
any other informal
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 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

channel that leads to

perceiving capital.
(5) Unexpected Situation (S):
it is associated, for
example, with choosing
the purchase of a car on
the basis of the prior
intention to use it for a
competition
(unexpected event); or
modifying the purchase
intentions under the
effects of winning a
lottery prize or having
an accident (unexpected
event).
(6) Social Discontent (SD):
this is associated with
the degree of general
satisfaction with social
13

structures and the

economic system.
(7) Subjective Well-Being
(SW): this is the
consequence of
economic behaviour and
includes the satisfaction
or dissatisfaction
associated with the
purchase. This
subjective experience is
linked to learning and a
reduction of cognitive
dissonances.
(8) General Context (GC):
this refers to the market
situation. The degree of

Heliyon 9 (2023) e13895

economic expansion or
recession also affects this
medium, and this affects
the financial situation in
(continued on next page)
 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

which individuals find

themselves.
11 Consumer 1982 Holbrook & Their experimental study The findings suggest Market research has
Experimental Hirschman researches into the effects of a implications for focused too much on the
Model [19] basic aspect to advertising marketing decisions, static structure of attitude
content concerning the public policies and the at the expense of its
components of the structure of future course of informative determinants.
attitude. To be specific, the research into
findings suggest that the marketing attitudes
factuality/evaluability of a [20].
persuasive message has a
positive effect on the beliefs
considered to be most important;
that such beliefs also determine
the effect; and that these effects
of the communication on the
components of attitude are
mediated by a set of cognitive
reactions, such as the perceived
credibility of the message.
12 Dynamic Discrete 1985 Rao & One main objective of consumer Rao & Vilcassim The two available
Choice Model [21] Vilcassim research is to predict the choices (1985) have developed approaches for analysing
14

made by an individual consumer an integral model to dynamic discrete choices,

or a group of consumers when analyse the consumers’ the stochastic model
the conditions that affect choice discrete choices concerning purchaser
change. Rao & Vilcassim (1985) throughout time [21]. behaviour and the
present a unified approach for probabilistic models for
modelling dynamic discrete discrete choice, are
choice, which includes the two special cases for their
main approaches in the model.
literature: the econometric
approach of qualitative choice
and the modelling of stochastic
choice [21].
13 Innovation 1985 Gatignon & Gatignon & Robertson (1985) Gatignon & Robertson The empirical evidence
Adoption Model Robertson conceive the adopting of an (1985) include as obtained by Eastlick &
[22] innovation, or of a new indirect adoption Lotz (1999) in the area of
behaviour, as a multi- constraints, the online purchasing seems
dimensional process, because its individuals’ to endorse the adoption
manifestation does not depend perceptions of the model proposed by
upon one single decision, but is innovation’s Gatignon & Robertson

Heliyon 9 (2023) e13895

related to different elements that characteristics [22,23, (1985). However, it does
interact with each other: the 24,25], the influence of not take into account the
attitudes to the innovation, the third parties [26,27] influence of the reference
risk perceived regarding and the individuals’ groups or persons [33,
adopting it, previous purchasing propensity to innovate 22].
patterns, personal
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M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

characteristics, the [28,25]. [29]. [30,31,

characteristics perceived in 32].
innovation, personal influence,
the marketing activity and the
competitive activity in the
market [22].
14 Consumer 1989 Howard The model by Howard & Sheth Howard’s Model The model may not have
Decision Model [9] (1969) was reviewed and provides a systematic the same prediction
completed by Howard (1989) explanation of the power for general or
himself with a view to making it individuals’ brandless products or
easier to understand and to purchasing process services.
simplify it [9,34]. Paying [35] while at the same
attention to evolution of the time showing a high
product in the consumer’s ability to predict,
behaviour, the model’s because it is simple and
development is based on 7 can be applied to
elements that are involved in the simulations.
consumption process and their
relations: information, brand
recognition, attitude, trust,
intention, purchase and
purchase satisfaction.
15

According to John Howard, his

Model called Consumer Decision
Model (CDM) only contains 6
components and the
relationships between them;
these are preceded by
satisfaction, which would be a
final variable in the model [9].
15 Technology 1989 Davis, On the one hand, the model The model stands out It has certain limitations
Acceptance Model Bagozzi considers two of the main because of its caused by the limited
[36] Warshaw extrinsic reasons (beliefs) that contributions to number of variables
determine acceptance and use of behaviour when using included as determinants
information & communications new technologies and, of attitude to use [41].
technologies (ICT): the particularly because it
perceived usefulness and considers the effects
simplicity of use. The first of that external factors
these is defined as the extent to have on beliefs,
which the use of a particular attitudes and
system improves the result of the intentions [36]. It has
individual’s tasks or activities; been backed up by
and the second, the extent to many research works Heliyon 9 (2023) e13895
which the use of that system is [40,39,41,42].
effort-free [37]. The two are
associated –thus, for example, it
is more likely that an easy-to-use
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M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

website is regarded as a useful

website [38]– and determine the
individual’s attitude to the use of
technology. This relationship is
built on the basis of the theory of
reasoned action, according to
which attitudes to behaviour are
determined by beliefs [37,36].
On the other hand, it is
considered that the attitude to
use of technology is positively
related to intention to use; and
this, in turn, to actual use. So, an
individual’s attitude to
technology ends up by affecting
his/her actual use [39].
Moreover, intention to use is
also affected by perceived use.
External variables are also
considered, such as
documentation or the advice
given to the user, which exerts
16

an influence on the perceived

use and simplicity of use.
16 Brand Choice 1990 Lee The model integrates the many The Brand Choice Although the model is
Model [43] dimensions to self-concepts into Model by Lee, D.W. expected to improve our
one single construction under (1990) contributes to understanding of the
the framework of symbolic providing knowledge consumer’s brand choice
interaction as is applied to the about such variables as behaviour and to improve
product symbolism. Specifically, the consumer’s self- the prediction of brand
the self-concept is defined in a concept and research choice in certain
way that is broad enough to into product categories of specific
incorporate the socially-oriented symbolism in several products, it undoubtedly
(situational yo) self-concept and ways. The model has its shortcomings. As
the psychologically-oriented introduced the concept an initial attempt to
(actual yo) self-concept. of perceived risk that introduce the symbolic
has been used in many interactionist perspective
marketing studies [43]. into consumer behaviour
research, the approach
has been in the
conceptualisation of the
“situational yo” and in
applying the consumer Heliyon 9 (2023) e13895
brand choice concept. So,
the scope of the model is
not broad, because it does
not take into account
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M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

individual differences. It
is highly likely that
consumers differ in their
perception of product
conspicuousness. Such
constructions as self-
awareness [44] and
self-control [45] could
add further information if
they are integrated into
this framework in future
research. The model
proposed is also very
specific as regards
product category and the
consumption situation to
which it can be applied,
being so specific as to also
suggest how to put into
operation and measure
the two dimensions of the
yo.
17

17 Theory of Trying 1990 Bagozzi & The model by Bagozzi & According to Bagozzi & This model does not try to
Model [46] Warshaw Warshaw (1990) takes into Warshaw (1990), to explain behaviour as
account the individual’s explain the behaviour much as the attempt to
previous behaviour, so it of individuals it is behave.
includes the frequency with necessary to take into
which he/she behaved in the account their aims. In
past and the time that has fact, their model does
elapsed since he/she last tried to this through a new
do it. And although both variable (trying to
variables affect behaviours behave) which refers to
aimed at a specific objective, the different attempts
only the first of these is held to that the individual
be a determinant of intentions makes to behave in a
[46]. way when it is by no
means guaranteed that
he/she will succeed
[46].
18 Dual Causation 1991 Lea, Tarpy & The model considers that: (1) It is the organisation of The dual causation
Paradigm Model Webley Economic behaviour is subjected facts, assumptions, paradigm [47] is not, in
[47] to a twofold causation, which explanations and itself, a model according
means certain types of economic research into the to the concept of its own Heliyon 9 (2023) e13895
behaviour determine the course diverse theories authors.
of affairs in this matter. At the postulated in economic
same time, the economy, as a psychology, focusing
on the needs for a
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Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

social reality, exerts a major comprehensive theory

influence in human behaviour. of economic behaviour
(2) The economy and the and on the questions
individuals subjected to that this can still not
it constitute a system answer.
that cannot be explained
independently,
Therefore, the economy
is also a social reality
created by the behaviour
of individual. Hence,
when we study
economic behaviour
isolated from the context
in which it occurs, it
tends to be different
from the behaviour that
occurs naturally. This is
an important fact when
it comes to giving
18

explanations or making
predictions. What we
must do is rather to
understand how such
behaviours relate to each
other to constitute the
economy.
(3) Economic psychology
has been limited to
studying the
psychological
mechanisms of economic
behaviour. That is to say,
it is not economic
enough. If it is to be so,
economists must “go
more deeply” into the

Heliyon 9 (2023) e13895

psychology and the
psychologists must do
likewise with the
economy. That is why
economic psychology
must open up to new
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Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

perspectives,
overcoming the old
paradigm of the
rationality or
irrationality of economic
behaviour that separates
it from the economy.
(4) The key element is not
finding out if economic
behaviour is in itself
rational or irrational, it
is the interaction with
the economic
environment which
gives it its apparent
rationality or
irrationality.
(5) Lea, Tarpy & Webley
(1991) think that these
ideas can serve when it
19

comes to reconsidering a
series of outstanding
questions, such as: Does
access to an explanation
of economic behaviour
open the door to
controlling it? If this is
possible. Must we
control economic
behaviour? Is it moral to
do so? [47].
(6) Finally, it is pointed out
that purpose of an
“altruistic” of economic
psychology should
provide as extensive a
knowledge of the subject

Heliyon 9 (2023) e13895

matter as possible, in
such a way that
individuals can
understand the pressures
they are subjected to, as
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M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

well as the effects that

their behaviour could
have on the economy
and thus, act
accordingly.
19 Model of 1991 Sheth, Sheth, Newman & Gross The consumption The model is constructed
Consumption Newman & (1991b), consider that the values theory can be from the appraisals made
Values [48] Gross consumer’s choice is based on a used to predict by consumers themselves
function of multiple consumer behaviour, at the sales outlet, beyond
consumption values, more and more than that, theoretical definitions
specifically, it is based on 5 this theory can also and conceptualisations.
value dimensions: functional, describe and explain
social, emotional, epistemic and this behaviour. So, it
conditional [48]. must be pointed out
Sheth, Newman & Gross that this theory can be
(1991a), supplemented by Lin & applied to different
Huang (2012) also believe that product categories, and
apart from the proposition that it has a prediction
the consumer’s choice is a validity regarded as
function of many consumption excellent in more than
values, there are two other 200 situations already
20

propositions consider to be analysed [52]. All of

essential when tackling the this ends up by
question of consumption values endorsing the
[49,50]: importance of this
1) Consumption values theory in
make different understanding the
contributions in any factors that influence
consumer behaviour
choice situation [49,48],
and stressing the
i.e., when buying
numerous dimensions
products that are almost of consumption values
similar, different values to the detriment of the
may be involved in utilitarian and hedonic
consumer values studied before.
decision-making,
whereas consumers
perceive different values
within one single product
[51].

Heliyon 9 (2023) e13895

2) Consumption values are
independent [49,48],
given that the consumer’s
choice may be prompted
by a specific value or may
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M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

be prompted by several
values together.
The model by Sheth, Newman &
Gross (1991a) establishes 5
values that affect consumption
in the sense that they affect the
purchasing decision: functional,
social, emotional, epistemic and
conditional values [50].
20 Planned Behaviour 1991 Ajzen The model considers intention as The theory of planned It has certain limitations,
Theory Model [53] an intermediate variable behaviour [55] is such as those that arise
between attitudes and recognised because of from considering a
behaviour, which is the result of the validity of its limited number of
an intentional cognitive process. model [59,60,61,62, variables [46,67,68].
It also takes into account 63,64,16]. It has Moreover, it does not
attitude and subjective standard proved useful in sufficiently define the
as determinants of behaviour studying different type of relationship that is
intention, incorporating a third types of behaviour, established between the
factor, concerning the having obtained a determinants of intention.
individual’s perception of great deal of empirical
control over behaviour. This evidence, that shows
variable is considered [54,55] to the importance of
21

be an indicator of the potential perceived behaviour

obstructions perceived between control and its effect on
intention and behaviour [56], so intention and
it helps to explain both of them. behaviour [65,66].
Purchase prediction is affected
by the incidence of perception of
control over purchase intention.
The ability to predict behaviour
and the possibility of carrying it
out increases as the individual’s
control over behaviour increases
[57,53,15]. Apart from
considering beliefs, personal or
regulatory, regarding a
particular behaviour, it takes
into account the individual’s
beliefs about the possibilities of
control over a behaviour. This
latter type of belief is associated

Heliyon 9 (2023) e13895

with the resources, skills and
opportunities the facilitate or
prevent that behaviour taking
place [58,53].
21 Demand for Status 1992 Roger Mason Mason (1992) developed a The individual Quest for status behaviour
Goods Model [69] conceptual model of market consumer will move is greater in societies
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M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

behaviour that examines the through purchase and where the emphasis is
processes of searching, assessing consumption intention. placed on social status
and selecting through which and in searching there is a
status goods are purchased and tendency to consume to
consumed [69]. exhibit.
22 Basic Consumer 1993 Schiffman & According to Schiffman & Kanuk The model is so all- The model does not aim to
Decision-Making Kanuk (1993), the input phase encompassing that it take in complex decisions,
Model [70] influences consumers so that can take in not only but to simplify the
they accept that they need a simple decisions but approach to decision-
product or service [70]. This also complex ones. making.
acceptance comes from two
main sources of information: the
company’s marketing efforts
(product, promotion, price and
distribution channels) and the
external sociological influences
(family, informal sources, social
class, culture and subculture) on
the consumer. The so-called
process phase, focuses on the
way in which decisions are made
(acceptance of the need,
22

searching before purchase and

assessment of options), where
the psychological factors
inherent to each individual
influence (motivation,
perception, leaning, personality
and attitude). The output phase
consists of two main activities:
purchase behaviour and
subsequent assessment after the
purchase. The marketing efforts
made by the companies to
influence the consumer can be
observed in this model.
23 A-B-C-D Paradigm 1995 Raju To understand consumer This paradigm can be The model is an effective
Model [71] behaviour in any global market, applied universally in tool in which all the
Raju (1995) proposed the A-B-C- any culture, because it market functions are
D paradigm (Access-Buying includes all the implicit, as long as there is
Behaviour-Consumption purchasing and an in-depth
Characteristics-Disposal) [71]. consumption aspects understanding of each
The four aspects considered in within a fairly simple one of the stages involved. Heliyon 9 (2023) e13895
the initials stand for the four and specific
sequential stages used to framework, which can
represent the purchasing and be seen in its
hierarchical form,
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M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

consumption processes in any which has been

culture, so: organised from the
(1) Access: this means consumers viewpoint.
offering consumers in a
particular culture both
physical and economic
access to the goods or
service.
(2) Buying Behaviour: this
stage contains all the
factors that affect
decision-making within
a culture, such as: per-
ceptions, attitudes, con-
sumer response,
amongst others.
(3) Consumption
Characteristic: the
consumption patterns
are determined by
23

cultural leanings and the

distribution of social
class, amongst other
factors; this diversity can
be seen in the different
specific goods or services
that are acquired and
consumed in each
culture.
(4) Disposal: The final stage
is closely related to
responsible attitudes to
public safety and
environmental
pollution, as most
countries are becoming
aware of the need to

Heliyon 9 (2023) e13895

protect the environment,
distancing themselves
from disposable
products, so emphasis is
placed on the
importance of designing
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M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

production and trading

systems that facilitate
recycling, reselling or
manufacturing
environmentally-
friendly products.
24 Decomposed 1995 Taylor & Attitude is considered to mean The model by Taylor & The main drawbacks to
Theory of Planned Todd the individual’s predisposal Todd (1995) increases the model by Taylor &
Behaviour Model (positive or negative) to the predicting power of Todd (1995) are
[41] adopting the new technology, the model by Schifter & consideration of the
and it is thought to be Ajzen (1985), by interrelations between the
conditioned by its perceived including the sets of beliefs that affect
usefulness, how easy it is innovation attitudes, the subjective
perceived to use it and characteristics [55,41]. standard and perceived
compatibility. The perceived use It also provides a better control regarding
is defined as the extent to which understanding of the behaviour [41]. So, it is to
an individual believes that by real nature of the be expected that ease of
adopting a certain technology, technology acceptance use has a bearing on the
he/she will improve the results model [37] because it perceived usefulness as is
of his/her tasks or activities. includes the aspects established by the
Perceived ease of use means how concerning the Technology Acceptance
24

difficult the individual perceives subjective standard Model [37,36].

that it will be to use the and perceived control Furthermore, Taylor &
technology [37]. Compatibility [72]. Todd (1995) have
is associated with the extent to detected high correlation
which the innovation adapts to levels between perceived
prior experiences that the usefulness, the influence
individual has had, his/her of the different reference
values and requirements. groups and self-efficacy
and the facilitating
conditions [41].
25 Cognitive 1998 Quintanilla, This is a structural model, The main advantage The CAC structural model
-Affective Luna & considered by Quintanilla, Luna we get from the CAC [73] enables the user to
Purchase Model Berenguer & Berenguer (1998) that structural model is that make a distinction
(CAC) [73] attempts to categorise different it clearly makes it between the personal
experiential purchase states on possible to display the elements involved in
the basis of their affective and forces involved purchasing. This
cognitive activation, considering without valuing the classification is simple
that both high cognitive and symbolic content they and theoretical at the
high affective activation can be express. So, as a result same time, enabling the
states with high consumer of this model, its user to subsequently

Heliyon 9 (2023) e13895

involvement [73]. It is not only applied and functional develop what is known as
structural because of the aspect enables the user the CAC functional model,
composition of the elements that to distinguish between where purchase
come into play in the types of many types of typologies are established
purchase but it also permits purchasing behaviour on the basis of the
those structures to be composed that occur normally in structures involved.
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M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

of functional purchases made by the consumption

the consumer, as will be market.
explained later.
The CAC model is a
conceptualisation of impulse
buying and purchasing in
general that envisages, through
a simple scheme, the basic
elements involved in purchasing
behaviour, cognitive purchasing
and affective purchasing.
Different purchasing styles
emerge with these coordinates
and they characterise most of
our purchase behaviours as
consumers.
26 Consumer 1998 Assael The model proposed by Assael Although his Model is The way it is designed
Purchase Decision (1998) begins with a need, clearly simple, it has takes Feedback into
Model [74] which arouses the wish to satisfy had a great impact on account, albeit not within
that need, so the potential the principles of the 5 stages described in
consumer starts the process of Marketing, because in the Process.
seeking and receiving many cases it became
25

information. In doing so, he/she the iconic blueprint

carries out a brand assessment, used to explain, in
and later decides on the simple terms, the
purchase and makes a post- consumers’ decision-
purchase assessment [74]. making process.
27 Consumer 1999 P!
aramo This model [75] considers the The self-concept will Studies concerning self-
Behaviour relationship between national depend on the national concept in an
Symbolic Culture culture, the consistency between culture, and image international context
Model [75] self-concept and image, and congruence will be a have hardly ever been
consumer behaviour. Its main measurement of the undertaken [77,78,79],
approach consists of the impact similarity between self- which allows this model
that national culture (the concept and brand to integrate the analysis of
approach made by Hofstede, image. Consumer self-concept from the
1980) has on consumer behaviour will depend perspective of the
behaviour via the concept of on the degree of image proposed product’s
self-congruence [76]. National congruence [75]. symbolism.
culture and brand image will be
considered as separate and
independent variables.
28 Perceived Value 2001 Sweeney & Sweeney & Soutar (2001) This model, developed It can be seen in this
Model – PERVAL Soutar developed a model with a view by Sweeney & Soutar, model that Sweeney & Heliyon 9 (2023) e13895
[80] to explaining the values that 2001, has a scale with Soutar (2001), do think
affect decision-making when 19 variables, and the that certain values,
certain consumers make choices model was tested on epistemic value and
[80]. Great importance is long-lasting conditional value, are not
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Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

attached to the perceived value consumption goods in important, when they do

model (PERVAL) in measuring Australia [80]. This affect consumer
the value perceived by the PERVAL scale has behaviour [80].
consumer, because it enables the habitually been used in
multidimensionality of the studies associated with
construct value to be compared value as perceived by
empirically [81]. the consumer and is
one of the most
effective tools for these
types of studies [82].
29 Consumer 2002 Blackwell, Blackwell et al. (2002) stresses X The model shows in In this model the
Decision-Process Miniard & that what is bought and used is diagram form, the consumer’s decision is
Model [83] Engel finally the result of some kind of activities that take affected by marketing
decision [83]. They point out place when decisions stimuli that may or may
that if this decision is to be more are made, showing not be from the interested
reliable and appropriate, instead how the different company’s domain.
of allowing oneself to be led by internal and external
just a set of indicators, it is better forces interact and how
for the purchaser to base their they affect the way in
decisions on something more which consumers
complete and integral such as a think, assess and act.
map. These authors think the
26

Consumer Decision Process

Model is: a map of the
consumers’ minds, that the
marketers and managers use to
guide the mixture of products,
the communication and sales
strategies [83].
30 Uses 2002 Xueming Luo The model predicts the use of the One basic assumption Given that the interactive
&Gratifications Web and consumer satisfaction, inherent to the U&G nature of the Web
Theory Model in on the basis of the attitude to the Model is that users requires considerable
the context of e- Web, but conceived from three actively participate in consumer participation,
consumer dimensions that include the use of the media applying the Uses &
behaviour [84] entertainment, information and and interact closely Gratifications Theory to
irritation. The U&G Theory has with the improve our
many underlying constructions. communication media. understanding of e-
In the literature, the most consumer behaviour
important and soundest aspects would appear to be valid
of the U&G Theory include [89].
entertainment, information and
irritation [85] [86] [87,88] [89]
[90,91]. Heliyon 9 (2023) e13895
31 Consumer Psycho- 2005 Rodríguez- In all the approaches made by X One of the advantages Some of the opportunities
economic Model Vargas Ortega & Rodríguez-Vargas of this model is that its to obtain a more integral
(MPC) [92] (2005), what makes their approach is rather and complete model is to
subsequent validation easier and globalising and this include variables
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M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

allows them to be applied to any makes it possible to associated with the

economic environment, is the suggest more specific context, the self-concept
tested validity of their scales models integrated into and the effect of the
[93–96] and the fact that they it. brands.
are linked to a sound theory.
Rodríguez-Vargas (2006)
structure the Consumer
Psycho-economic Model from a
holistic and comprehensive
perspective, but above all it is
objective and measurable, and
the following variables are
interrelated: Nuclear Family
Income, Consumption Habits,
Subjective Well-Being with the
Consumption Style, State of
Indebtedness, Perceived
Financial Situation, Attitude to
Indebtedness [97].
32 Purchase 2006 Kotler & Kotler & Keller (2006) find that X The marketing stimuli The stages in this model
Behaviour Model Keller marketing stimuli are composed and the stimuli of other occur mainly when the
[98] of the following variables: factors enter the consumer is faced with a
27

product, price, distribution and consumer’s black box new and complex
communication [98]. Other and cause certain purchase situation, but
stimuli are also involved in the responses. not when he/she is faced
process, namely the so-called with routine purchases or
variables external to the when then the consumer
purchaser: economic, is loyal to a brand.
technological, political and
cultural.
All the variables in the model
enter the consumer’s black box,
where they become an
observable purchase response,
which can be: product selection,
brand selection, distributor
selection, purchasing moment
and purchase amount. While the
researcher wants to understand
the way in which the stimuli turn
into responses, within the black
box that is the consumer, the
latter responds modulated by Heliyon 9 (2023) e13895
their characteristics of a cultural,
social, personal and
psychological nature.
33 2010
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Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

Consumer Hoyer & Hoyer & McInnis (2010) state Consumer behaviour The variables in the
Purchase McInnis that consumer behaviour takes contains 4 areas, each model do not take into
Behaviour Model in 4 areas, each one of which is one of which is account the fact that
[99] associated with all the others associated with all the consumers are influenced
[99]. Their model focuses on others. by ethical questions and
what they call the psychological social responsibility or by
centre, where they consider that the negative side of
when making their decisions, marketing [99], but these
consumers must show the affect the results of
following: motivation, skill and consumer behaviour, just
opportunity; exposure, attention like the symbolic use of
and perception; a knowledge products and the diffusion
and an understanding of the of ideas, products, or
information, and; memory and services via a market.
recovery. These underlie the
decision-making process and
define the results of consumer
behaviour.
34 Luxury 2014 Wiedmann, Wiedmann et al. (2014) set out The four values of the The model was
Consumption Behrens, to verify the influence of the four PERVAL Model are considered for only one
Model [100] Klarmann & consumption values on present in wine luxury product, wine, in
Hennings consumers’ choice of wine in consumption, as well just one country.
28

Germany [100]. It must also be as involvement, as is

mentioned that specifically for stressed, as factors that
the product being studied, they affect selection
aimed to find not only the behaviour where this
influence of the values, but also product is concerned. It
involvement with wine as an is observed that the
influencing factor when it came values have the same
to choosing one particular characteristics as
product instead of another. outlined by Sheth,
Newman & Gross
(1991a), in the
consumption values
theory [50], and
Sweeney & Soutar
(2001), in the PERVAL
Model [80].
35 Consumer 2015 Yangui & This model explains consumer The model helps to The model does not
Behavioural Model Hajtaïeb behaviour when they expect a prevent the causes of research into moderating
when consumers food product will no longer be total stockouts and factors, which could be
are faced with available, which could be of tries to meet the subject of future
Total Depletion of interest not only to the consumers’ needs by research. An attempt to Heliyon 9 (2023) e13895
a Food Product distributor (or the seller) but adapting their replace the product is not
[101] also to the manufacturer of the marketing actions to a consequence of this
products concerned [102]. the consumers’ anticipation, because it
The findings show that expecting concentrates on one
(continued on next page)
 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

total depletion is influenced by reactions to a total food single product (milk); this
word of mouth and the stockout [103]. affects the possibility of
perceived variety or assortment generalising the findings
of the product range. for other food product
Consumers’ reactions in the categories.
event of total depletion differ
partially from the reactions
found by previous research into
simple stockouts.
36 Compensatory 2017 Mandel, The compensatory consumer The model depicts a Consumer behavioural
Consumer Rucker, behavioural model [104] sequential process in models like this one are
Behavioural Model Levav & explains the psychological which once a self- constituted in an
[104] Galinsky consequences of personal discrepancy is environment for
discrepancies in consumer activated, this can have regulating personal
behaviour, outlining 5 different affective, physiological discrepancies or
strategies by means of which or cognitive incongruencies between
consumers cope with their own consequences that how one currently sees
discrepancies: (1) direct prompt people to deal oneself and how one
resolution, (2) symbolic with the discrepancy. wishes to see oneself, i.e.,
self-completion, (3) disassociation, The motive for dealing the potential for
(4) escapism and (5) fluid with the discrepancy compensatory
compensation. may affect consumer consumption behaviour
29

behaviour through at commences when a

least five different person perceives a
strategies. Finally, discrepancy or an
consumer behaviour, inconsistency between
particularly in the form the ideal yo and the actual
of consumption, can yo [105].
potentially reduce self-
discrepancy [104].
37 Online Purchase 2018 Di Virgilio & Di Virgilio & Antonelli (2018) The model illustrates The theoretical model
Intention Model Antonelli constructed a customer the effect of mediation proposed is an extension
[106] Theoretical Online Purchase of the variables on of the planned behaviour
Intention Model, based on the online purchase theory by Ajzen (1991)
Planned Purchase Theory Model intention. and it incorporates trust
[53]. It establishes that there is a and electronic word of
direct effect of customers’ mouth communication as
behaviour intention, when we part of the customers’
buy through social network online purchase intention
platforms; this becomes even [110,111,112,10].
clearer because the use of the
Web is becoming part of
everyday life online transactions Heliyon 9 (2023) e13895
are increasing at an exponential
rate. Apart from the specific
application of the relationship
with the specific channel, value
(continued on next page)
 Table 1 (continued )

M.D. Reina Paz and J.C. Rodríguez Vargas

Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

is added to the model

considering the effect of
mediation that affects purchase
intention through trust in the
specific platform and the
availability of electronic
communication played by word
of mouth (eWOM) [107,108,
109].
38 Green Purchase 2020 Gilal, This study researches into the Collectively, this study Consumers’ ecological
Behaviour Model Chandani, effects of the regulations contributes to the behaviour cannot always
[113] Gilal, Gilal, encouraging consumers to literature on green be explained by extrinsic
Gilal, and behave in an ecologically- consumer behaviour in reasons [116,117].
Channa friendly way using data two ways. Firstly, we
concerning millennial Pakistani can link the
consumers. motivational
The external motivations are regulations with green
determinants for encouraging consumer behaviour by
people to consume responsibly, examining the effects
where the marketing strategies of external, introjected,
fulfil a primal function. It must identified and intrinsic
also be pointed out that gender is motivations in green
30

a decisive factor, where women purchase behaviour

are more inclined to purchase and determine which
responsibly [113]. Eco-labelling motivational
is among the external regulation is most
motivations, this is a more promising for
influential factor in persons with increasing green
greater purchasing power and behaviour among
higher education. Moreover, this consumers. Secondly,
is more credible and a decisive we can contribute to an
component if the person examination of the
concerned has a greater global gender differences
awareness about organic regarding how the
products or if they have had a external introjected,
more positive experience with identified and intrinsic
similar products [114]. regulations are
However, despite having a major associated with green
influence, only 1 out of every 4 behaviour in men and
people know how to identify women. These findings
whether or not a product has an can help green
eco-label [115]. marketing companies
in general, and the Heliyon 9 (2023) e13895
brand managers in
particular, to design
and implement
marketing strategies
(continued on next page)
 M.D. Reina Paz and J.C. Rodríguez Vargas
Table 1 (continued )
Nº Model Year Author Main Findings Type of Model Type of Approach Pros Cons

Microeconomic Macroeconomic A Empirical Eclectic

priori

that are separate and

suitable for male and
female customers.
39 Consumer Online 2021 Vasilica- The theoretical model includes Vasilica-Maria (2021)
Such variables
31

Purchase Intention Maria indirect relations between the decided to propose

Model [118] characteristics of the purchase these indirect as cultural dif-
channel, the perceived risks, the relationships, because ferences and
consumer’s motivations, the that is how they are
perceived quality of the product analysed in most
the generations
and the social standard with the studies, attitude to to which the
online purchase intention, online purchasing even consumers
through the online purchase being considered as a
attitude factor. mediating variable belong could
[119,118]. be included in
the model,
because these
proved to have
a moderating
effect [120,
121].

Heliyon 9 (2023) e13895

M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 1. Model of the theory of the causation of economic behaviors [2], by Gabriel Tarde (1935).

Fig. 2. Model of psychological analysis of economic behavior [3], by George Katona (1951).

certain progress because it is a match to the problem, but it does not provide any new concepts and neither does it present specific
results for its actions [125].
Although the information processing model by Bettman (1979) is complete, according to its author, it is not an integrated model
[13].
As a consequence, although all the aforementioned models have contributed to an understanding of consumer behaviour, this work
will concentrate on economic models that have been tested statistically on high-impact research work, with proposals that takes us

Fig. 3. Model of consumer behavior [4], by Andreasen (1965).

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M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 4. Model of consumer behavior model [5], by Nicosia (1966).

from 1935 up to 2021.

The main theories and/or models that have brought about evolution in time and that best represent the interaction between
variables that can predict economic behaviour, are explained below. They are split into periods covering more than 90 years; these
models are classified on the basis of their economic area and approach. The main findings of each one are highlighted, together with an
analysis of their pros and cons.

Fig. 5. Model of consumer behavior and decision making [8], by Engel, Kollat and Blackwell (1968).

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M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 6. Model of consumer behavior [9], by Howard and Sheth (1969).

2. Eras of research and development of models

2.1. UP to the 1950s

Since the 1930s, theories have been considered, which could well be regarded as the first models [2], such as the Psychological
Theory of the Underpinnings of Economic Behaviour (Fig. 1), considered by Tarde (1935). Later on, in the 1950s, marketing experts
were postulating theories to explain, comprehend and predict consumer behaviour [128], trying to understand from its motivations
[129] the psychological consequences of the unconfirmed expectations [130]. Katona (1951) also belonged to that period [3] with his
Economic Behaviour Psychological Analysis Model (Fig. 2). Every year, the findings yielded by new studies, often divergent, generate
new research trends into the subject.

2.2. The 1960s

The early 1960s were marked by the development of hierarchical models concerning the effects of advertising on purchasers, such
as those proposed in the works of Colley (1961) & Lavidge & Steiner (1961), not to mention the memorable proposal of the 4Ps model
(product; price; promotion and place) [131,132] put forward by Professor Jerome McCarthy [133]. Between 1955 and 1975, there was
a major increase of interest in the concept of involvement [134,135], as well as research into cognition based on the crystallisation of
attitude processes [136] and the beginning of formulations of integrated consumer behaviour models by Andreasen (1965), Nicosia
(1966) and Howard & Sheth (1969), which made an outstanding contribution to consumer study [4,34,6,5], although with some of
these models (Figs. 3, 4 and 6) empirical validation is difficult [7]. Later on, Engel, Kollat & Blackwell (1968) suggested one of the most

Fig. 7. Ternary and forecast graph model [12], by Paul Albou (1978).

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M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 8. Model of information processing [13], by Bettman (1979).

emblematic portrayals of consumer behaviour (Fig. 5), with a trend towards understanding the decision-making process in a way that
was too schematic [137,8]. After that, the model was developed by Engel, Blackwell & Miniard (1986) and the most recent modifi-
cation to be found in the literature is the one perfected by Engel, Kollat & Miniard (1990) in the Consumer Behavioural and
Decision-Making Model [138,139]. At the end of that decade, Howard & Sheth (1969), developed the Purchaser Behavioural Model to
analyse the selection process for the product or the brand, which has been extensively studied and used by different researchers [11,
140–142,142,34,143,35,144,145]. However, it has been tested empirically and its lack of forecasting capacity has been brought to
light [11].

2.3. The 1970s

In the 1970s, Albou (1978) considered the Ternary and Graphical Previsional Model (Fig. 7), classified as qualitative and which
enables the user to understand how the economic agents react in the presence of stimuli coming not only from the (psychological
aspect) but also from the context [12]. Subsequently, Bettman (1979) made himself known for specifically tackling the Processing of
Information in his Model of the same name (Fig. 8), providing a simplified description of consumption behaviour, considering this to be
a process of decisions taken by means of simple and individual strategies [13], which yields an original and complete structure of the
consumption decision-making process, pinpointing most of the variables that affect it [9]. With all the above, the Bettman Model has

Fig. 9. Model of the theory of reasoned action [15], by Ajzen and Fishbein (1980).

35
M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 10. Integration model on economic behavior [17], by Fred van Raaij (1981).

Fig. 11. Experimental model of the consumer [19], by Holbrook and Hirschman (1982).

Fig. 12. Model of dynamic discrete choice [21], by Rao and Vilcassim (1985).

certain disadvantages, mainly the difficulties involved in validating the model, which are caused by its complexity and its limited
operability [14].

2.4. The 1980s

In the 1980s, when great emphasis was put on important models that defined the future, Ajzen & Fishbein (1980) proposed the
Theory of Reasoned Action Model (Fig. 9), which made a major contribution to the study of human behaviour in general, and consumer
behaviour in particular, so its contributions are important in these fields of study [15]. To be specific, it enables the user to consider
certain factors that hitherto had only been considered in an isolated way, and it makes it easier to understand behavioural de-
terminants. Yet it does have some limitations, including its inability to forecast, especially with regard to certain kinds of behaviour
that occur habitually where the individual is unaware of the decision process taking place [16]. Inspired by the ideas of Dulany (1968),
the theory of reasoned action was originally put forward by Fishbein (1967), and they prompted a series of research works concerning

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M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 13. Model of innovation adoption [22], by Gatignon and Robertson (1985).

Fig. 14. Consumer decision model (CDM) [9], by Howard (1989).

Fig. 15. Model of technology acceptance [36], by Davis, Bagozzi and Warshaw (1989).

the processing of information [146,147,148], taking into account the multidimensional nature of attitude [149,150], apart from the
cognitive response models [151,152,153]. It was subsequently improved by Ajzen & Fishbein (1980), to explain how beliefs, attitudes
and intentions determine consumer behaviour [15].
Van Raaij (1981) proposed the Economic Behaviour Integration Model (Fig. 10) in which he combines the economic variables with
the psychological variables [17], insisting on considering the feedback between economic behaviour and the context conditions [18],
making it patent that this model features an aspect of dynamism that makes it extremely interesting, allowing for multiple combi-
nations, while at the same time being able to serve as the basis for more specific models that can be integrated into it. In this way, it
made significant progress from the model by Katona (1951) by incorporating the interaction with new elements [3]. The following
year, Holbrook & Hirschman (1982) suggested the market research was concentrating too much on the static nature of attitude to the
detriment of its informative determinants, and promoted their Experimental Consumer Model (Fig. 11), in whose analysis the findings
suggest implications for marketing decisions, public policies and the future course of research into attitudes in marketing [20,19].
Midway through this decade, one main aim of consumer research was to predict the choices an individual consumer or a group of
consumers when a change affects the conditions that bear an influence on selection. Rao & Vilcassim (1985) present a unified approach
for modelling dynamic discrete choice processes, in a model of the same name (Fig. 12) that subsumes the two main approaches
adopted in the literature: the econometric approach of qualitative choice and stochastic choice models [21]. At the same time,
Gatignon & Robertson (1985) developed a global model for the processes of innovation diffusion (Fig. 13), under the assumption that
the first people to adopt a new product are hoping to obtain some kind of benefit or improvement [22], which is associated with other
works according to which the most innovative consumers are generally well informed [154,27] and make greater distinctions with
regard to the information they need, considering that the marketing actions, which are associated with segmentation, positioning and
decisions with respect to price, product, distribution and communication, have an effect on how quickly adoption takes place [155].

37
M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 16. Brand Choice Model [43], by Dong Hwan Lee (1990).

At the end of the decade, the model by Howard & Sheth (1969) was reviewed and completed by Howard (1989) himself, with a
view to improving its comprehension and simplicity [9,34]. Paying attention to the way the product evolved where consumer
behaviour was concerned, the model is developed on seven elements that are involved in the consumption process and its relation-
ships: information, brand recognition, attitude, trust, intention, purchase and purchase satisfaction. According to John Howard, his
Model, referred to as the Consumer Decision Model (Fig. 14) consist of only six components and the relationships between them, which
precede the satisfaction element, which would be a final variable in the model [9]. And, at the same time, Davis, Bagozzi & Warshaw
(1989) considered the final version of the Technology Acceptance Model (TAM) (Fig. 15), which was developed by Davis (1989) using
the theory of reasoned action [15,37,36] to explain the behaviour of the individual when adopting new technologies through the
impact of external factors on an individual’s attitudes and intentions [36], a reference model being considered in the study of the
acceptance of computerised applications, as well as adopting and using the Web [156,38]. Thus, an individual’s attitude to technology
ends up by affecting his/her actual use [39]. The TAM model stands out because of the contribution it makes to behaviour when using
new technologies and, specifically, when considering how external factors influence beliefs attitudes and intentions [36]. It has been
supported by many research works [40,39,41,42], including the following: Adams et al. (1992), Venkatesh & Davis (1994), Taylor &
Todd (1995) and Koufaris (2002). Be that as it may, it does have certain restrictions arising from the limited number of variables
incorporated [41] as determinants regarding attitude towards use (Taylor & Todd, 1995) (see Fig. 16).
Moreover, around 1990, research was aimed at trying to perfect integrated behavioural models, in order to be able to account for
the process of forming attitudes and introducing implication as a moderating variable [157,158,159,160,161]. More recently, studies
have found non-cognitive alternatives to be a channel for influencing the processing of information devised to persuade when it comes
to adopting certain attitudes, such as humour [162,163], conditioning [164,165,166], exposure [167,168], preconscious processing
[169] and attitude towards advertising [170,167].
Later, as described by Lopes, E.L. & Silva, D. (2011), research reflected an interest in understanding information processing
focusing on [123]:

a. Emotions as a factor influencing attitude towards brands [171,172];

b. Identifying the factors that affect processing adverts [173], and
c. Relationships between the formal aspects of attitude towards brands [174,175].

Fig. 17. Model of the theorý of trying [46], by Bagozzi and Warshaw (1990).

38
M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 18. Model of dual causation paradigm [47], by Lea, Tarpy and Webley (1991).

Fig. 19. Model of consumption value [48], by Sheth, Newman and Gross (1991).

Fig. 20. Model of the theory of planned behavior [53], by Ajzen (1991).

Fig. 21. Model of the demand for status assets [69], by Roger mason (1992).

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M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 22. Basic model of consumer decision making [70], by Leon Schiffman & Leslie Kanuk (1993).

2.5. The 1990s

At the beginning of this decade [46], Bagozzi & Warshaw (1990) promoted the Theory of Trying Model (Fig. 17). Just like the
planned behaviour theory [57], it is an extension of the theory of reasoned action [15], although it was especially developed to explain
behaviour patterns where the individual attempts to reach a specific goal when there is a degree of uncertainty regarding its
attainment. When being devised, it was considered that the reasoned action model [15] did not enable its users to suitably explain

Fig. 23. Model of a-B-C-d paradigm [71], by Raju (1995).

40
M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 24. Model of the decomposed theory of planned behavior [41], by Taylor and Todd (1995).

Fig. 25. Affective-cognitive purchase model (CAC) [73], by Quintanilla, Luna and Berenguer (1998).

Fig. 26. Model of consumer purchase decision [74], by Assael (1998).

those cases where an individual’s behaviour is interrupted by barriers that prevent or hinder him/her from achieving the objectives
that he/she was endeavouring to attain [16].
Immediately after, Lea, Tarpy & Webley, (1991) promoted the Dual Causation Paradigm Model (Fig. 18), which is not a model in
itself. Nevertheless, it represents the organising of deeds, suppositions, explanations and research into the variety of economic psy-
chology theories, concentrating on the need for a comprehensive theory for economic behaviour and on the questions that this cannot
yet answer [47].
Sheth, Newman & Gross (1991a), in their Model of Consumption Values (Fig. 19) state that consumer choice is based upon a
multiple consumption values function, more specifically, it is based upon five value dimensions: functional, social, emotional,

41
M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 27. Symbolic-cultural model of consumer behavior [75], by Pa

!ramo (1999).

Fig. 28. Model of perceived value – PERVAL [80], by Sweeney and Soutar (2001).

epistemic and conditional [50]. Supplemented by Lin & Huang (2012), apart from the proposition that consumer choice is a function of
multiple consumption values, there are two more proposals considered to be essential when tackling the question of consumption
values [49], Sheth, Newman & Gross (1991a): The consumption values make different contributions in any choice situation [50] [175]
[49], and the consumption values are independent [175] [49], given that the consumers’ choice may either be determined by a specific
value or jointly two or more values together.
At the same time, the Planned Behaviour Theory Model (Fig. 20) was devised by Ajzen (1985) with a view to overcoming the
limitations of the reasoned action theory [57,15] and to improving the ability to explain of behaviours where the individual does not
have complete control over implementation. Subsequently, Mason (1992) developed a conceptual behaviour model for the market,
which he called the Demand for Status Goods Model (Fig. 21), where he examined the processes of searching, assessment and selection
involved in purchasing and consuming status goods, in which status-seeking behaviour is greater in societies where the emphasis is
placed on social status and in doing so there is a greater trend towards consuming to exhibit [69].
Later on, Schiffman & Kanuk (1993) promoted the Basic Consumer Decision-Making Model (Fig. 22), which does not aim to take in
complex decisions, but rather to simplify the approach to decision-making [70]. However, it is also so extensive, that it can cover not

Fig. 29. Cdp model - consumer decision process [83], by Blackwell, Miniard and Engel, J. (2002).

42
M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 30. Model of the theory of uses and gratifications and behavior of the electronic consumer [84], by Xueming Luo (2002).

Fig. 31. Psychoeconomic model of the consumer [92], by Rodríguez-Vargas (2005).

only simple decisions but also complex ones [70]. Subsequently, to understand consumer behaviour in any global market, Raju (1995)
proposed the A-B-C-D Paradigm Model (Access-Buying Behaviour-Consumption Characteristics-Disposal) (Fig. 23). Access-Buying
Behaviour-Consumption Characteristics-Disposal, the four aspects envisage in the initials refer to the four sequential stages used to
represent the purchasing and consumption processes in any culture.
Midway through the 1990s, Taylor & Todd (1995) proposed the Decomposed Theory of Planned Behaviour (Fig. 24), which tries to
explain the adoption of new technologies on the basis of the elements [41] already considered by the theory of planned behaviour [55]:
attitude, subjective standard and perceived control. Later on, Quintanilla, Arocas & Contrí (1998) considered a Structural
Cognitive-Affective-Purchase Model (CAC) (Fig. 25) in which an attempt is made to categorise different experiential states on the basis
of their affective and cognitive activation, considering that not only high cognitive activation but also high cognitive activation could
be states where the consumer is highly involved [73]. Later on, Assael (1998) proposed the Consumer Purchase Decision Model
(Fig. 26), which became the iconic blueprint utilised to simply explain the consumers’ decision-making process [74]. Finally, Pa !ramo
(1999) considered the relationship in national culture, the congruence between self-concept and image, and consumer behaviour,
through his Symbolic Culture Model (Fig. 27). His main approach concerns the impact that domestic culture (the approach of Hofstede,
1980) exerts upon consumer behaviour via the concept of self-congruence [76,75]. National culture and brand image will be regarded
as separate and independent variables.

Fig. 32. Purchasing Behavior Model [98], by Kotler and Keller (2006).

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M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 33. Model of consumer buying behavior [99], by Hoyer and McInnis (2010).

2.6. 2000–2009

Sweeney & Soutar (2001) developed the Perceived Value Model - PERVAL (Fig. 28) in order to account for the values that affect
decision-making in the choices of certain consumers [80], which has had a considerable effect on the measurement of the value as
perceived by the consumer, given that it enables the user to empirically compare the multidimensional nature of the value construct
[81]. Subsequently, Blackwell, Miniard & Engel, J. (2002) stressed that what is bought and is used is finally a result of some decision,
pointing out that if this decision is to be the most reliable and appropriate [83], instead of the purchaser merely being carried away by a
set of indicators, it is better for the decision to be based upon something more complete and entire such as a map, in his Consumer
Decision Process Model (Fig. 29), which depicts schematically the activities that occur when decisions are taken, showing how the
different internal and external forces interact and how they affect the way in which consumers think, assess and act. At the same time,
Xueming Luo (2002) proposed the Uses and Gratifications Theory model in the context of e-consumer behaviour (Fig. 30), which
predicts the use of the Web and satisfaction as consumers, based upon their attitude to the Web itself, but conceived from three di-
mensions that include entertainment, information and irritation [84].
Midway through the noughties, Rodríguez-Vargas (2005) presented the Consumer Psycho-economic Model (Fig. 31), which stems
from the theories inherent to the Economic Behaviour Integration Model [92,17], which aims to link the contributions from the study
undertaken [176] by Denegri, Palavecinos & Ripoll (1998), especially the tool utilised in it, with the theoretical model [17] by Fred
Van Raaij (1981). However, it is all the approaches considered [96] by Ortega & Rodríguez-Vargas (2005), that allow for its subse-
quent validation and applicability to any economic situation, in view of the demonstrated validity of its scales [93–95] and its as-
sociation with a sound theory. Rodríguez-Vargas (2006) structure the Consumer Psycho-economic model not only from a holistic and
comprehensive perspective, but, above all, from an objective and measurable perspective, in which the following variables are
interrelated: Nuclear Family Income, Consumption Habits, Subjective Well-Being with the Consumption Style, State of Indebtedness,
Perceived Financial Situation and Attitude to Indebtedness [97].
Kotler & Keller (2006) found that marketing stimuli consist of the following variables: product, price, distribution and commu-
nication [98]. Furthermore, other stimuli involved in the process are the so-called variables external to the purchaser: economic,
technological, political and cultural. That is how they present the Purchase Behaviour Model (Fig. 32).

2.7. 2010 to 2021

Hoyer & McInnis (2010) suggest that consumer behaviour contains four areas, each one of which is associated with all the others
[99]. Their Consumer Purchase Behavioural Model focuses on (Fig. 33) what they call the psychological centre, where they consider
that when taking their decisions, consumers must have the following: motivation, skill and opportunity; exposure, attention and
perception; knowledge and an understanding of the information, and; la memory and recovery. The aforementioned underlie the
decision-making process and define the results of consumer behaviour.
Wiedmann et al. (2014) aimed to verify the effects of the four consumption values on the consumers’ choice of wine in Germany
[100], using their Luxury Consumption Model (Fig. 34), where those values have the same characteristics as outlined [50] by Sheth,
Newman & Gross (1991a), in the theory of consumption values, and Sweeney & Soutar (2001), in the PERVAL model [80]. It must also
be pointed out that specifically for the product studied, the idea is to identify not only the effect of those values, but also involvement

44
M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 34. Model for luxury consumption [100], by Wiedmann (2014).

Fig. 35. Model of consumer behavior in the face of a total shortage of a food product [101], by Yangui and Hajtaïeb (2015).

with wine as an influencing factor when it comes to choosing one particular product instead of another.
Another research study, carried out by Yangui & Hajtaïeb (2015), developed the Consumer Behavioural Model when consumers
were faced with a Total Depletion of a Food Product, (Fig. 35), which explains consumer behaviour by anticipating a total depletion of
a food product [101], which could be of interest not only to the distributor (or the seller) but also to the product manufacturer [102],
because it helps to prevent the causes of total depletion and endeavours to meet the customers’ requirements by adapting their
marketing activities to the consumers’ reactions to a total food depletion [103].
Mandel, Rucker, Levav & Galinsky (2017), proposed the Compensatory Consumer Behaviour Model (Fig. 36), which explains the
psychological consequences of personal discrepancies in consumer behaviour, setting out five different strategies through which
consumers cope with self-discrepancies: symbolic self-completion, disassociation, escapism and fluid compensation [104].
Later on, Di Virgilio & Antonelli (2018) constructed the Online Purchase Intention Theoretical Model (Fig. 37), from the Planned
Purchase Theory Model [53]. It establishes that there is a direct effect of customer intention behaviour on their purchase intention
[106]. When we buy through social network platforms, this becomes even more obvious, because using the Web is becoming part of
everyday life and online transactions are increasing at an exponential rate.
Academic research into consumer behaviour has found that motivation is a crucial determinant that promotes green purchase
behaviour [177,178,179]. As such, all the market academics and professionals are looking for new ways to support the motivation of
their customers [180,181,182]. As a result, the link between motivation and green purchase behaviour has been the subject of

Fig. 36. Compensatory model of consumer behavior [104], by Mandel, Rucker, Levav and Galinsky (2017).

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M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

Fig. 37. Model of online purchase intention [106], by Di Virgilio and Antonelli (2018).

Fig. 38. Model of green consumer behavior [113], by Gilal, Chandani, Gilal, Gilal, Gilal, and Channa (2020). (For interpretation of the ref-
erences to colour in this figure legend, the reader is referred to the Web version of this article.)

Fig. 39. Model of consumer online purchase intention [118], by Vasilica-Maria (2021).

considerable attention in recent years [183,184,185]. Although an exact understanding of what prompts consumers to purchase
ecological products is still evolving [186,187,188], most of the studies describe motivation by extrinsic means, i.e., the perception of
control over behaviour, subjective standards and attitude, and then examine the effect on green purchase behaviour [189,190].
However, Gilal, Chandani, Gilal, Gilal, Gilal, & Channa (2020) argue that ecological behaviour of consumers [113] cannot always be
well explained through extrinsic motives [116,117]. In accordance with this theoretical notion, Gilal, Chandani, Gilal, Gilal, Gilal &
Channa (2020) consider that the diverse effects of the types of motivation provide a more accurate way of researching into the link
between the types of customer motivation and their ecological behaviour [113]. Apart from examining the effects of the types of
motivation on consumers’ ecological behaviour, their Green Consumer Behaviour Model (Fig. 38) also attempts to consider the

46
M.D. Reina Paz and J.C. Rodríguez Vargas Heliyon 9 (2023) e13895

moderation of the gender. From the professionals’ perspective, studying gender differences is of paramount importance, because such
differences are held to be important when it comes to market segmentation [191,192] and they are generally identified as key
moderators in consumer research [193,177,194,195,196,197]. Therefore, in current scenarios, it is very important to find out whether
the motivational regulations in green consumer behaviour can be differentiated by gender group.
Finally, after providing a rundown of dozens of models over almost 90 years, we find the approach made by Vasilica-Maria (2021),
who consider the Consumer Online Purchase Intention Model (Fig. 39), which contains indirect relationships between the charac-
teristics of the purchase channel, the perceived risks, consumer motivation, the perceived quality of the product and the social standard
with online purchase intention through attitude to online purchase [118].

3. Conclusions

This theoretical review adds efforts to the state of the art in microeconomics, economic psychology and consumer behavior in the
Euro-American sphere of theoretical models of consumer behavior, covering more than nine decades, in each of which the models,
their consequences are highlighted and most representative authors in a unique, selective and exhaustive exercise of theoretical re-
view, which leads to continuing theoretical and methodological reflection in the field of consumer behavior.
The relationships between psychological and economic variables leave many interesting questions as yet unanswered and open to
future research. These include the effect of context, examining the judgements of social comparison and its impact on determining the
subjective experiences of the individual in the economic area. In such a way that new proposals are articulated to shorten the distances
between the conceptual plane and the psychological processes that underlie economic behavior.
The thorough analysis and effects of the main models dealt with here, have led the authors to carry on researching so they can
propose a new model that will make further progress in studying consumer behaviour and in theoretical and methodological reflection
regarding the subject matter.
In conclusion, these models contribute to the application of a series of tools and actual marketing management strategies in the
world of the economy and company, given that it is possible to measure variables in different scenarios through objective method-
ologies, which is what these management-by-indicator models aim to do.

Author contribution statement

All authors listed have equal significantly contributed to the development and the writing of this article.

Funding statement

This work was supported by Department of Business Economics and Accounting, National University of Distance Education
(UNED).

Data availability statement

Data will be made available on request.

Declaration of interest’s statement

The authors declare no conflict of interest.

Additional information

No additional information is available for this paper.

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