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Howard Shet Model

The Howard-Sheth model of consumer behavior from 1969 proposes three levels of consumer decision making - extensive problem solving when consumers have no information, limited problem solving when consumers have some knowledge, and habitual response when consumers are familiar with options. The model outlines four major sets of variables that influence consumer decisions - inputs like marketing stimuli and social influences, perceptual and learning constructs involving psychological processes, outputs like attention and purchase intention, and exogenous variables like importance and personality traits. It provides an integrated framework for understanding cognitive, social, and psychological factors in consumer choice.

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61 views4 pages

Howard Shet Model

The Howard-Sheth model of consumer behavior from 1969 proposes three levels of consumer decision making - extensive problem solving when consumers have no information, limited problem solving when consumers have some knowledge, and habitual response when consumers are familiar with options. The model outlines four major sets of variables that influence consumer decisions - inputs like marketing stimuli and social influences, perceptual and learning constructs involving psychological processes, outputs like attention and purchase intention, and exogenous variables like importance and personality traits. It provides an integrated framework for understanding cognitive, social, and psychological factors in consumer choice.

Uploaded by

Girija mirje
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© © All Rights Reserved
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Howard and Sheth model :

John Howard and Jagadish Sheth put forward the Howard Sheth model of consumer behavior
in 1969, in their publication entitled, ‘The Theory of buyer 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 logic of the Howard Sheth model of consumer behavior summarize like this. There are
inputs in the form of Stimuli. There are outputs beginning with attention to a given stimulus and
ending with purchase. In between the inputs and the outputs there are variables affecting
perception and learning. These variables are termed ‘hypothetical’ since they cannot be directly
measured at the time of occurrence.

The Howard Sheth model of consumer behavior suggests three levels of decision making:

1. The first level describes the extensive problem solving. At this level the consumer does
not have any basic information or knowledge about the brand and he does not have any
preferences for any product. In this situation, the consumer will seek information about
all the different brands in the market before purchasing.
2. The second level is limited problem solving. This situation exists for consumers who
have little knowledge about the market, or partial knowledge about what they want to
purchase. In order to arrive at a brand preference some comparative brand information is
sought.
3. The third level is a habitual response behavior. In this level the consumer knows very
well about the different brands and he can differentiate between the different
characteristics of each product, and he already decides to purchase a particular product.

According to the Howard Sheth model of consumer behavior there are four major sets of
variables; namely:

1. Inputs: These input variables consist of three distinct types of stimuli (information


sources) in the consumer’s environment. The marketer in the form of product or brand
information furnishes physical brand characteristics (significative stimuli) and verbal or
visual product characteristics (symbolic stimuli). There are impersonal sources like mass
media communication and advertising, over which the firm has no control.  However, the
information sources also include sales and service personnel who can add and help the
marketing efforts of the firm. The third type is provided by the consumer’s social
environment (family, reference group, and social class). This social source is personal
and the company/marketer has no control over this source. All three types of stimuli
provide inputs concerning the product class or specific brands to the specific consumer.
2. Perceptual and Learning Constructs: The central part of the model deals with the
psychological variables involved when the consumer is contemplating a decision. Some
of the variables are perceptual in nature, and are concerned with how the consumer
receives and understands the information from the input stimuli and other parts of the
model. For example, stimulus ambiguity happened when the consumer does not
understand the message from the environment. Perceptual bias occurs if the consumer
distorts the information received so that it fits his or her established needs or experience.
Learning constructs category, consumers’ goals, information about brands, criteria for
evaluation alternatives, preferences and buying intentions are all included. The proposed
interaction In between the different variables in the perceptual and learning constructs
and other sets give the model its distinctive advantage.
3. Outputs: The outputs are the results of the perceptual and learning variables and how the
consumers will response to these variables (attention, brand comprehension, attitudes,
and intention).
4. Exogenous(External) variables: Exogenous variables are not directly part of the
decision-making process. However, some relevant exogenous variables include the
importance of the purchase, consumer personality traits, religion, and time pressure.

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