1

Figure: Nicosia Model of Consumer Decision Processes

Source: Nicosia, Francesco M., Consumer Decision Processes, Engelwood Cliffs, N.J., Prentice Hall, 1966,
156.
NICOSIA MODEL(1976)
Field 1-Consumer Attitudes
Field 2-Search and Evaluation
Field 3-Act of Purchase
Field4-Feedback
 Nicosia Model

complex decision process

purchase of new products
dynamics
decision making
 NICOSIA MODEL

a flow of
influences where each component acts as an input to the
next.
 focuses on the relationship
marketing organization consumers
marketing program
response
 NICOSIA MODEL

marketer's communication
consumer’s attitude, consumer's search and evaluation, purchase action,
consumption experience and feedback
source of message

preaction field act of purchase

feedback
perception, predisposition and attitude
 NICOSIA MODEL

Consumer's search and evaluation

evaluation of means/end(s) relation(s) preaction

field

motive in the mind

decision making
Consumption experience and feedback

reinforce his predisposition

lower down evaluations

In the second field, the consumer searches for information and evaluates it based
on his attitudes; thereafter, he develops a motivation to act. In the third field, he
makes and purchase and in the fourth field, he would provide feedback and also
memorize his experience and learning for future use. Thus, the firm
communicates with consumers through its marketing messages and the
consumers react through an act of purchase. Both the firm and the consumer
influence each other.
 NICOSIA MODEL

general product knowledge toward specific

brand knowledge a passive position to an active state
 Nicosia Model

the model
proposes assumptions, boundaries and constraints
realistic
ENGEL-BLACKWELL-MINIARD
MODEL
Engel, Blackwell and Kollat’s
Model
 stimuli

stimuli compete for consumer’s

attention
 information is processed into meaningful information
exposure, attention,
perception/comprehension, acceptance, and retention of information
 problem recognition,
search, alternative evaluation, choice, and outcomes
 NICOSIA MODEL

Environmental influences, individual differences and social influences

 demographics, motives, beliefs,
attitude, personality, values, lifestyle, normative compliance
Circles of Social Influence
Working relationships between Components and the Influences
 LIMITATIONS

belief-attitude-intention
“Divestment
Divestment relates to options of disposal, recycling
or remarketing. The entire process is influenced by environmental
influences and individual differences
Bettman Model
Endelman 2010"Today consumers are promiscuous in their brand relationships"
Consumer Decision Journey
 After Sales
Service

Physical
channel
Brand
Need Engagement
Recognition--
--Information
Search----
Evaluation---
Purchase

Electronic
Channel
Social Media

Communication
Channel
CONSUMER Decision
Funnel

Awareness
Familiarity
Consideration
Purchase
Loyalty
 Prescriptive
Cognitive Models
Attitudes
Subjective Norms
Perceived Control Behavior
 behavior intention
attitudes
s u b j e c t i ve n o r m s

BI=A+SN

37
38
 FACT
Action proposed by Fishbein and Ajzen (1975) is a social psychology theory that helps explain behaviours that are under an
individual’s volitional control (Fishbein and Ajzen 2010).
The Theory of Planned Behaviour was proposed by Ajzen (1985) to help improve the predictive power of TRA. TPB is thus an

.
extension of TRA. It was specifically developed to help explain behaviours that individuals may not have full volitional control
over.
Both the TRA and the TPB argue that attitude towards behaviour is the key factor that influences behavioural intentions
(Fishbein and Ajzen 2010). Just like the EVT of attitude, TRA as well as TPB note that attitude towards behaviour is influenced
by beliefs that people hold (Ajzen and Fishbein 2008; Fishbein and Ajzen 2010; Lusch and Lesser 2011).
A review of the literature shows that many studies (e.g. Hansen, Jensen and Solgaard 2004; Echchabi and Olaniyi 2012) report
findings that are in line with propositions in the TRA and TPB regarding the relationship between attitude and behavioural
intentions. Abdul- Muhmin (2010) specifically noted the significant role that attitude plays in certain buying intentions.
Scholars on attitude observe that while one does not need to personally experience a phenomenon in order to have an
attitude towards it, attitude that is formed as a result of direct experience tends to have stronger influence on behaviour than
that formed without direct experience.
 Proposed by Bagozzi and Warshaw(1990)

Recognizes that it is not just purchase but also the process of trying to consume which depends on
means, subjective norms, the means of trying, attitudes and expectations of success or failure.
People often set themselves goals and expectations about buying things in the future and then
strive to achieve these goals and objectives.
Theory of Trying
Adds past behavior and emotions going on to the desire and then intention to
buy.Desire is ofetn an overriding feature that motivates consumers.
The person may buy the product depending on how strong the desires are and
how quickly the resources for buying it can be collected.
How goals paly a role in consumption?