Howard Sheth Model Of

Consumer Behavior
 Howard Sheth Model
• One of models that represent consumer
behavior in the market
• It attempts to explain the rationality of choice
of the product by the consumer under
conditions of incomplete information
• The model makes significant contribution to
understand consumer behavior by identifying
the variables which influence consumers
 The Howard Sheth model of consumer
behavior suggests three levels of decision making:
Extensive problem solving
• 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.

Limited problem solving

• 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.
Habitual response behavior :
• consumer knows very well about the different
brands and he can differentiate between the
different characteristics of each product
• He already decides to purchase a particular
product.
According to the Howard Sheth model of consumer
behavior there are four major sets of variables

I. Input variables
II. Hypothetical constructs
III. Output variables
IV. External variables
 Input variables
Stimuli arising from the marketing activities and
social environment of the consumer

• Significant incentives - physical characteristics and

attributes like price, quality, originality and
accessibility, brand characteristics
• Symbolic incentives - verbal or visual characteristics
of the product, effect of advertising and promotion
messages used by seller
• Social stimuli - whose source is the social consumer
environment, family, reference groups, and society
in general
 Hypothetical constructs
Psychological variables influencing consumer
behavior during the decision-making process
It is regarded by the authors as abstract, not
defined and not intended directly

• Perceptual constructs - describe obtaining and

processing information, attention to stimulus,
sensitivity to messages, prejudice etc.
• Learning constructs - how buyer forms attitudes,
opinions, and knowledge influencing his buying
decisions, evaluation after
purchase, brand comprehension, etc.
 Output variables
They are noticeable effects of internal processes

• Attention - scope of information accepted after

exposing buyer to stimulus,
• Comprehension - amount of information actually
processed and stored in buyer mind,
• Cognition - forming attitude towards products,
• Intention - to buy or not to buy particular product,
• Purchase behavior.
 External variables
Not directly part of the decision-making process.

These include such variables as :

• Value of purchase for the buyer
• Character traits of the consumer
• Membership of a social group
• Financial status of a consumer
• Pressure of time.