Howard Sheth Model of Consumer Behavior
John Howard and Jagadish Sheth put forward the Howard Sheth model of consumer behavior in 1969, in their publication entitled, ‘The Theory of buyer Behaviour’. The Howard Sheth Model is a sophisticated integration of the various social, psychological, and marketing influences on consumer choice into a coherent sequence of information processing. It aims not only to explain consumer behavior in terms of cognitive functioning but to provide an empirically testable depiction of such behavior and its outcomes (Howard 1977). The Howard Sheth Model proposes that a consumer’s purchase decision is influenced by multiple individuals, such as family members. It recognizes that family members take on different roles in the purchasing process, such as gathering information or deciding budgets. The model also acknowledges that retailers deal with a collection of individuals rather than a homogeneous unit. It identifies three levels of decision making – extensive problem solving, limited problem solving, and Continue reading