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It includes two important models 1. The Nicosia Model 2. Howard Sheth Model 3. Engel, Blackwell and Kollats Multi-Mediation model
Francesco Nicosia, a leading scholar in the field of consumer behavior, gave this model in 1996. Nicosia model consists of four fields under which the
Field one includes output of a firms advertised message for a product which the consumer is not familiar. The message from sub field one reached as input to sub field two.
Attitude A
Search Evaluation Experience Field Two: Motivation Field Four: Feed Back Consumption storage Search for and evaluation of means Ends Relations i.e. Pre action Field
Field one has two sub fields namely firms attributes and
consumer attributes.
The advertisement message from the firm reacts consumers attributes and depending upon the way the message is being received by the consumer, certain attributes may develop up and that becomes the input for field two.
Here the output can be positive or negative motivate to buy the advertised product. Which become the output of field three. If the output of field two is positive motivation to buy a product the it becomes the input for the field three.
Field three- It consist of act of purchase i.e. decision regarding the actual purchase is taken.
Nicosia Models explains the consumers buying behavior from the marketers perspective and it fails to explain the firms and consumers attributes.
output
Satisfaction leads to brand loyalty. Dissatisfaction leads to switching to other brands.
Howard and Sheth model based on this theory- what happens between the receipt of stimuli i.e., input and its
All the information that is received may not merit `attention' and the intake is subject to perceived uncertainty and lack of meaningfulness of information received (stimulus ambiguity).
The learning constructs deal with the stages from the buyer
The purchase intention is an outcome of the interplay of buyer motives, choice criteria, brand comprehension(power of understanding) , resultant brand attitude(way of thinking and the confidence associated with the purchase decision.
Exogenous Variables- These are internal state of the buyers for e.g. his/her social class, culture, financial status and time available with him or her
These are based upon the interactions between the above mentioned variables i.e. input variables, internal variables and exogenous variables.
Popularly known as EBIC model It treats individual as a system with outputs i.e. behavior which are responses to inputs and recognizes the
It depends upon consumer attitude how he perceives the message. It consists of consumers selective exposure, their attention and retention of stimuli related to a
product.
Central control unit- It just work like CPU.As CPU accepts the data process and interprets the data and finally give the output. In the similar manner, central control unit act with the help of psychological filters.
Central Control unit plays different roles: 1.Stored information and the past experiences about the product.
Decision process Problem recognition Internal search and evaluation External search and evaluation Purchase process Decision outcome Environmental influences Economic cultural Social and Physical factors