RELATION BETWEEN STIMULUS ANDRESPONSE Stimulus: As far as consumer behavior is concerned, is all the efforts made by the company in terms of marketing to influence the consumers behavior and attitude. Basically an input through advertisement or promotion. Response: Is an output which is need to be understand through observation.
BLACK BOX THEORY The black box theory is fairly popular method to describe psychology. It is not possible to open the human mind to look inside, we can only do something to the mind. The art of understanding human psyche in terms of stimulus and response. The black box theory is of mental consciousness, which states that the mind is fully understood once the inputs and outputs are well defined, and binds this with a radical skepticism regarding the possibility of ever successfully describing the underlying structure, mechanism, and dynamics of the mind.
BLACK BOX MODEL Shows interaction of stimuli, consumer characteristics, decision process & responses. Distinguished between interpersonal stimuli and intrapersonal stimuli. It is related to the black box theory of behaviorism. The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response.
THE BUYER’S CHARACTERISTICS Beliefs/attitudes Values Learning Motives/needs Perception Lifestyle
THE BUYER’S DECISION-MAKING PROCESS Problem solving Information search Alternate evaluation Purchase Post purchase Evaluation