Models of consumer behavior: The state of the art |
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Authors: | Pradeep Rau MBA Saeed Samiee PhD |
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Institution: | (1) Kent State University, Kent, USA |
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Abstract: | Models of consumer behavior have gained much acceptance since the early sixties. The purpose of this article is to examine
the state of the art by reviewing the often cited models: Nicosia, Howard-Sheth, and Engel-Blackwell-Kollat. Specifically,
a major objective is to consider these models from their practical utility standpoint, i.e., whether the models can be tested
and used by marketers. To accomplish this, a set of criteria is developed for evaluation of models in general, and consumer/buyer
behavior models in particular. The criteria used for evaluating the state of the art in consumer behavior models are largely
derived from model building sources in various fields. The results indicate that although the models are quite impressive
in scope, they are inherently weak to be of much help to the marketing practitioner. Indeed, none of the models have been
tested as a whole in their original form because they lack specificity and thus are difficult, if not impossible, to operationalize.
This article is partially based on a paper which received an award in an Academy of Marketing Science student paper competioion.
The Academy encourages scholarly work by various groups through annual competitions and awards. |
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