Howard Sheth Model of Consumer Behaviour

Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com Authored By:

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Howard Sheth Model

Attempt to explain rational brand choice behavior within the constraints of
Limited Individual Capacities Incomplete Information

Three levels of learning /stages of decision making

Extensive problem solving Limited problem solving Routinized response behavior

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Howard Sheth Model

Early Stage of Decision Making Extensive Problem Solving Buyer has little Information of Brands Buyers Choice Criteria is NOT yet Formed

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Howard Sheth Model

Advanced Stage of Decision Making Limited Problem Solving Choice Criteria are now Defined Buyer Undecided about the Best Brand

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Howard Sheth Model

Choice Criteria are Well Defined Routinized Response Behaviour Strong Predisposition towards one Brand Little Evaluation of Alternatives by the Buyer

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Howard Sheth Model

Inputs Postulates four sets of concepts / constructs or variables Outputs Hypothetical construct
Perceptual Construct Learning construct

Exogenous variables

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Howard Sheth Model

EXOGENUOUS INPUTS

VARIABLES OUTPUTS

PERCEPTUAL & LEARNING CONSTRUCT

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Howard Sheth Model - Inputs

Input Variables consist of three distinct stimuli (information sources) The marketer furnishes
Physical brand characteristics (significative stimuli) Verbal or visual product characteristics (symbolic stimuli).
a) b) c) d) e) a) b) c) d) e) Significative Quality Price Distinctive Service Availability Symbolic Quality Price Distinctive Service Availability

The third type is family, reference group, and social class. All three types of stimuli provide inputs concerning the product class or specific brands to the specific Copyright 2010 Anupam Kumar consumer.

Social
a) Family b) Reference Group c) Social Class
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Howard Sheth Model - Output

The outputs are the results of the perceptual and learning variables How the consumers will response to these variables
Purchase Attitude Intention Attention Brand Comprehension
Intention Purchase

Routinized Response Behaviour Limited Problem Solving Extensive Problem Solving

Intention Attitude

Brand Comprehension

Attention

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Howard Sheth Model - Hypothetical Constructs

It is the central part of the model Deals with the Psychological Variables Involved with the consumers decision contemplation Perceptual Variables are concerned with
Consumer receipt of Information from Input Stimuli and Other Parts of the Model Consumers understanding of the information

Interaction between the different variables in the Perceptual and Learning constructs and other sets give the Model its distinctive advantage.
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Howard Sheth Model Perceptual Construct

Pertain to the way the individual deals with information
How the Consumer Receives Information How Consumer Understands Information Stimulus ambiguity Perceptual bias
When the consumer does not understand the message from the environment When the consumer distorts the information received so that it fits his or her established needs or experience
Significative Inputs

Overt Search

Symbolic Inputs

Stimulus Ambiguity

Attention

Perceptual Bias

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Perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us
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Perceptual Selection
Consumers subconsciously are selective as to what they perceive. Stimuli selected depends on two major factors
Consumers previous experience Consumers motives

Selection depends on the

Nature of the stimulus Expectations Motives

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Perceptual Selection
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Consumers seek out messages which:
Are pleasant They can sympathize Reassure them of good purchases

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Perceptual Selection
Selective Attention
Heightened awareness when stimuli meet their needs Consumers prefer different messages and medium

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Howard Sheth Model Perceptual Construct

Pertain to the way the individual deals with information
How the Consumer Receives Information How Consumer Understands Information Stimulus ambiguity Perceptual bias
When the consumer does not understand the message from the environment When the consumer distorts the information received so that it fits his or her established needs or experience
Significative Inputs Overt Search

Symbolic Inputs

Stimulus Ambiguity

Attention

Perceptual Bias

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Howard Sheth Model - Learning Construct

Learning Construct
Category Consumers Goals Information about Brands Criteria for evaluation Alternatives Preferences Buying Intentions
Confidence

Intention

Attitude

Motive
Choice Criteria

Brand Comprehension

Perceptual Bias
Satisfaction
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Learning
Learning refers to any change in the content or organisation of long-term memory and/or behaviour Learning are the changes in an individuals behavior arising from experience A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.
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Characteristics of Learning
The strength of learning is influenced by:
importance involvement mood reinforcement stimulus repetitions imagery

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Howard Sheth Model - Learning Construct

Learning Construct
Category Consumers Goals Information about Brands Criteria for evaluation Alternatives Preferences Buying Intentions
Intention Routinized Response Behaviour Limited Problem Solving Extensive Problem Solving

Confidence

Attitude

Motive
Choice Criteria

Brand Comprehension

Satisfaction

Perceptual Bias
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Extensive Problem Solving

Significative a) Quality b) Price c) Distinctive d) Service e) Availability a) b) c) d) e) Symbolic Quality Price Distinctive Service Availability Intention
Overt Search Confidence

Purchase

Intention
Stimulus Ambiguity

Attitude

Attitude

Brand Comprehension
Attention Choice Criteria Perceptual Bias

Brand Comprehension

Social a) Family b) Reference Group c) Social Class

Attention
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Routinized Response Behaviour

Significative a) Quality b) Price c) Distinctive d) Service e) Availability a) b) c) d) e) Symbolic Quality Price Distinctive Service Availability
Stimulus Ambiguity

Intention

Purchase

Confidence

Intention Attitude

Attitude

Social a) Family b) Reference Group c) Social Class

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Motive Attention Choice Criteria Perceptual Bias

Brand Comprehension

Brand Comprehension

Attention Satisfaction
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Limited Problem Solving

Significative a) Quality b) Price c) Distinctive d) Service e) Availability a) b) c) d) e) Symbolic Quality Price Distinctive Service Availability Intention
Overt Search Confidence

Purchase

Intention
Stimulus Ambiguity

Attitude

Attitude

Social a) Family b) Reference Group c) Social Class

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Motive Attention Choice Criteria Perceptual Bias

Brand Comprehension

Brand Comprehension

Attention Satisfaction
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Howard Sheth Model

Exogenous Variables
These

do not properly fall within the Howard Sheth model The Exogenous Variable include:
Importance of purchase Personality variables Social class Culture Organization Time Pressure Financial Status
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Criticism to Howard Sheth Model

The Howard Sheth has only been partially tested. It does not explain the non- systematic behaviour. The Howard Sheth does recognizes the exogenous factors but explains little on the same.

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Bibliography
Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGrawHill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009.

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For further details / comments

Contact: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com

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