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An Early Model of Consumer Behavior
Consumer
Purchase
Decision
Needs
Learning
Motives
Attitudes
Business
Perception
Personality
Economic
Family

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EKB Model of Consumer Behavior
Inputs Info Processing Dec. Process D. P. Variables
External
Factors
Stimuli
of
Marketers
and
Others
Exposure
Attention
Yielding/
Acceptance
Retention
Comprehension
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Problem
Recognition
Search
Alt. Eval.
Choice.
Outcomes
Satisf/Diss
Beliefs
Attitudes
Intentions
Evaluative
Criteria
Lifestyle
Normative
Compliance
Cultural
Norms
Group
Imfluence
Family
Influence
Unexpected
Circum-
stances

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Engle-Kollatt-Blackwell CB Model
Highlights:
Focus is on the Decision Making Process
The Decision Process is Impacted by:
Inputs
How Information is Processed
Specific Decision Process Variables
External Influences

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Howard-Sheth Model of Consumer Behavior
Inputs Perceptual Constructs Learning Constructs
Social,
Symbolic
and
Direct
Stimuli
Overt Search
Stimulus
Ambiguity
Attention
Confidence
Attitude
Motives
Choice Criteria
Perceptual Bias
Brand
Comprehension
Intention
Satisfaction
Outputs
Attention
Brand
Comprehension
Attitude
Attention
Purchase

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Howard-Sheth CB Model
Highlights:
Deals with three types of buying categories
RRB, LPS, EPS
Four General Factors
Inputs
Perceptual Constructs
Learning Constructs
Outputs (External or Internal)

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Bettman’s Model of Information Processing
Processing
Capacit
y Motivation Perceptual
Encoding
Memory Search
External Search
Scanner & Interrupt
Mechanism
Interrupt
Interpretation &
Response
Goal Hierarchy
Attention
Information
Acquisition and
Evaluation
Decision Processes
Consumption and
Learning

Bettman’s CB Model
Highlights:
Emphasis on Information Processing
Two Unique Constructs Based on the premise
that consumers are active environmental
monitors. Scanner/Interrupt mechanisms

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HCB Model of Consumer Behavior
SITUATIONS
Problem
Recognition
Information
Search
Alternative Evaluation
and Selection
Outlet Selection
and Purchases
Post-purchase
Processes
SITUATIONS
EXTERNALINFLUENCES
Culture
Subculture
Demographics
Social Status
Reference Groups
Family
Marketing Activities
INTERNAL INFLUENCES
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes
SELF-CONCEPT
and
LIFESTYLE
Desires
Experiences and Acquisitions
Experiences and Acquisitions
Needs