3.19: Howard Sheth Model - Variables

The Howard-Sheth Model provides a framework for understanding consumer decision-making.

To illustrate it, let's consider Mike's decision-making process for a pet grooming service.

Initially, Mike engaged in extensive problem-solving, seeking information online and consulting friends for recommendations.

Upon identifying options, he transitions to limited problem-solving, comparing groomers' prices and quality.

Ultimately, Mike establishes habitual response behavior by selecting a specific groomer.

Although it looks simple, the decision-making is intricate at each level and influenced by various factors.

For example, input variables like marketing messages and social influences, along with perceptions and attitudes influenced by friends, family, and culture, shape the decision-making process.

Further, process variables, like perceptions, learning, memory, motivation, emotions, and attitudes, collectively influence preferences.

Customer choices or outputs, influenced by the input and process variables, guide the decisions on which products and brands to choose.

Lastly, external variables, like weather, though not directly tied to the decision-making process, can still impact customer decisions.