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Howard Sheth Model
The Howard Sheth Model of Consumer Behavior suggests that consumers are inherently rational, making systematic decisions.
The model assumes customers view their decisions as problem-solving tasks influenced by numerous variables throughout their buying journey.
At its core, the model is built on three successive levels of decision-making.
Extensive problem-solving applies to high-involvement decisions. Such decisions require meticulous research and extensive deliberations to find a solution.
Limited problem-solving involves decisions of moderate consideration, requiring balancing thorough analysis and convenience.
Habitual response behavior applies to low-involvement decisions characterized by consumers' established routines or preferences.
The model provides a comprehensive framework, taking into account cognitive processes, learning, memory, and external factors to represent the changing nature of consumer decision-making.
But, its complexity may be a drawback, as it requires substantial data, and critics question its limited predictive power in rapidly changing markets.
Additionally, there's a concern that the model may overlook emotional factors by overly emphasizing cognitive and rational aspects of decision-making.
Howard Sheth Model
The Howard Sheth Model of Consumer Behavior is grounded in several fundamental principles and assumptions. It recognizes that consumer decision-making is a complex and dynamic process influenced by various factors. The model assumes that consumers are rational beings who strive to maximize utility and make decisions based on systematically evaluating information. It emphasizes the importance of individual and environmental factors in shaping consumer behavior, encompassing psychological, social, and marketing stimuli.
Furthermore, the model acknowledges that consumer decision-making involves multiple stages and is not linear. It assumes that consumers continuously learn and adapt their decision-making strategies based on experience and changing circumstances.
It delineates three successive levels of decision-making:
- • Extensive Problem-Solving: for high-involvement purchases involving a thorough information search.
- • Limited Problem-Solving: for moderate involvement, focusing on a narrower set of alternatives.
- • Habitual Response Behavior: for routine, low-involvement purchases guided by established habits and brand loyalty.
Overall, the Howard Sheth Model provides a holistic perspective on consumer behavior, considering the intricate interplay of psychological processes and external influences throughout the decision-making journey. Marketers utilize these principles to develop comprehensive strategies that align with the dynamic nature of consumer decision-making.