Howard- Seth Model

The model is essentially an attempt to explain brand choice behaviour over time and therefore
specially pertinent to our field. Focussing on repeat buying, the model relies on four major
components - stimulus inputs, hypothetical constructs, response outputs and exogenous variables.
A Behavioral Model which incorporates many input variables of Firm and Individual,
many intervening variables and several possible outcomes/ responses.

It is an Input, process, Output Model. However some of these variables are not clear and
well explained. This is a defect of the model. Another defect is that it cannot explain joint
decisions by 2 persons or family.

Exogenous variables -importance of the purchase, time at the disposal of the buyer,
personality traits, financial status etc. will influence all the variables
 INPUT INTERVENING VARIABLES OUTPUT
VARIABLES ( Hypothetical Constructs) Variables/
Quality Perception Learning Outcomes
Price Related related
Uniqueness Attention
Availability Sensitivity Motive Comprehension
Service to info Evoked set Attitude change
Social Envrnt Perceptual bias Mental rules Intention ( forecast)
Search for info Attitude Purchase Behavior
Inhibitors
(time, price)
Satisfaction

HOWARD- SETH MODEL

After drawing the diagram, try to explain the Input, Process and out variables as much as
you can to make it 3 pages minimum. As usual, draw the first 2 models as I have given in
the Nicossia model notes.