Models of Buyer Decision Making
In an early study of the buyer decision process literature, Frank Nicosia (Nicosia, F. 1966; pp 9-21) identified three types of buyer decision making models. They are the univariate model (He called it the "simple scheme".) in which only one behavioural determinant was allowed in a stimulus-response type of relationship; the multi-variate model (He called it a "reduced form scheme".) in which numerous independent variables were assumed to determine buyer behaviour; and finally the "system of equations" model (He called it a "structural scheme" or "process scheme".) in which numerous functional relations (either univariate or multi-variate) interact in a complex system of equations. He concluded that only this third type of model is capable of expressing the complexity of buyer decision processes. In chapter 7, Nicosia builds a comprehensive model involving five modules. The encoding module includes determinants like "attributes of the brand", "environmental factors", "consumer's attributes", "attributes of the organization", and "attributes of the message". Other modules in the system include, consumer decoding, search and evaluation, decision, and consumption.
Read more about this topic: Buyer Decision Processes
Famous quotes containing the words models of, models, buyer, decision and/or making:
“The parents who wish to lead a quiet life I would say: Tell your children that they are very naughty—much naughtier than most children; point to the young people of some acquaintances as models of perfection, and impress your own children with a deep sense of their own inferiority. You carry so many more guns than they do that they cannot fight you. This is called moral influence and it will enable you to bounce them as much as you please.”
—Samuel Butler (1835–1902)
“The parents who wish to lead a quiet life I would say: Tell your children that they are very naughty—much naughtier than most children; point to the young people of some acquaintances as models of perfection, and impress your own children with a deep sense of their own inferiority. You carry so many more guns than they do that they cannot fight you. This is called moral influence and it will enable you to bounce them as much as you please.”
—Samuel Butler (1835–1902)
“I suppose that one of the psychological principles of advertising is to so hammer the name of your product into the mind of the timid buyer that when he is confronted with a brusk demand for an order he can’t think of anything else to say, whether he wants it or not.”
—Robert Benchley (1889–1945)
“Moral choices do not depend on personal preference and private decision but on right reason and, I would add, divine order.”
—Basil Hume (b. 1923)
“A long time you have been making the trip
From Havre to Hartford, Master Soleil,
Bringing the lights of Norway and all that.”
—Wallace Stevens (1879–1955)