Ni

cosi
aModel
ofConsumerBehav
iour

ModelofConsumerBehav i
ourwasdev el
opedi n1966,byProf essorFr ancescoM.Ni cosi
a,an
exper tinconsumermot iv
ationandbehav iour.Thismodelfocusesont her elat
ionshipbetween
thef irm and itspot enti
alconsumer s.Themodelsuggest st hatmessagesf r
om t hef i
rm
(adver t
isements)f i
rstinf
luencest hepr edisposi
ti
onoft heconsumert owar dsthepr oductor
service.Basedont hesit
uation,theconsumerwi l
lhaveacer tainat t
it
udet owardst heproduct.
Thismayr esul
ti nasear chf orthepr oductoranev aluat
ionoft hepr oductat t
ri
butesbyt he
consumer .Iftheabov estepsat i
sfiestheconsumer ,i
tmayr esul tinaposi t
iveresponse,witha
decisiont obuyt heproductot her
wi sether ever
semayoccur .Looki ngtot hemodelwewi l
lfi
nd
thatt hef i
rm andt heconsumerar econnect edwi t
heachot her ,thefir
mt r
iestoi nfl
uencethe
consumerandt heconsumeri sinfluencingthefir
m byhisdecision.

TheNi
cosi
amodel
ofConsumerBehav
iouri
sdi
vi
dedi
ntof
ourmaj
orf
iel
ds:

Fi
eld 1:
i
ncludesconsumeratt
it
udesshaped byinformat
ion fr
om t
hemar
ket
.Int
hisar
ea
i
nfor
mat i
onflowsf
rom t
hesour
ceofthei
rcreat
iont
ot her
ecipi
ent.

Thef ir
m’ sat
tri
but
esandt heconsumer’
sat tri
butes.Thef ir
stfi
eldisdivi
dedi ntotwosubfi
elds.
Thef ir
stsubfi
elddealswiththefir
m’smar keti
ngenv i
ronmentandcommuni cationeff
ort
sthat
aff
ectconsumerat tit
udes,thecompeti
tiveenv i
ronment ,andchar act
eri
sticsoft ar
getmarket.
Subfiel
dt wospecifi
estheconsumerchar acteri
sticse.g.,exper
ience,personali
ty,andhow he
perceivesthepromoti
onalideatowardt
hepr oductinthisstagetheconsumerf ormshisat
ti
tude
towardt hefi
rm’spr
oductbasedonhi si
nterpret
ationofthemessage.

Fiel
d2:consumeri slooki
ngf orinf
ormationaboutspecif
icproduct
sandgiv
est hem value.
Duri
ngt heeval
uati
ont heconsumerallocatesappr
opri
ateweighttoeachi
nformati
onpi ece.
Whent heresul
toft heevaluati
onofagi v enpr
oductfrom t
heconsumer'
spointofv i
ew i s
sati
sfactory
,consumerismot i
vatedt
obuy .

Searchandeval
uati
on.Theconsumerwi
llst
artt
osearchforot
herf
ir
m’sbr
andandev
aluat
ethe
fi
rm’sbrandi
ncompar i
sonwithal
ter
nat
ebrands.I
nthiscasethef
ir
m mot
ivat
est
heconsumer
topurchasei
tsbr
ands.

Fi
eld3:Actofpurchase.Mot
ivat
ion-est
abl
i
shedi
nadv
ancebyconsumerpr
ompt
shi
mto
acqui
ret
heproduct
.

Theactofthepurchase.Theresultofmoti
vati
onwi
l
lar
isebyconv
inci
ngt
heconsumert
o
pur
chaset
hefi
rm product
sfrom aspeci
fi
cret
ail
er.

Field4:feedback,asr esultoftheconsumpt ionoft heproduct,theconsumeracqui resanew

experienceandbaseoni thisnew pref
erences( pr
edisposit
ion).Thislaststepisnotonlythe
consumpt i
onofapr oductbutal soav er yimportantfactorfort hef utur
edecisi
onsoft he
consumer .Feedbackisalsoav er
yimpor tantfact
orf orthecompany ,whichacquir
esanew
i
nf ormation thatcould be used i n prepari
ng future productpol i
cy ,it
s adver
ti
sing and
communi cati
onstarget
edt otheconsumer .

Feed backofsalesr esult

s.Thi
smodelanalysesthefeedbackofboththefir
m and the
consumeraf
terpurchasingthepr
oduct
.Thef
ir
m wil
lbenef
itfr
om i
tssal
esdataasafeedback,
andtheconsumerwillusehi
sexper
iencewit
htheproductaf
fect
sthei
ndi
vi
dual
sat
ti
tudeand
predi
sposi
ti
on’
sconcerni
ngfut
uremessagesf
rom t
hefir
m.

Wit
ht hi
smodelNicosi
awasabl
etorepr
esentconsumer
’sbehavi
ourwhenr ecei
ver
sofa
messageandhasagent
sint
hebuyi
ngpr
ocessgenerat
edbythatf
low ofi
nfor
mat i
onfr
om a
company.

TheNicosiamodelofconsumerbehav iouroffer
snodet ai
lexplanationofthei
nternalfact ors,
whichmayaf fectthepersonali
tyoftheconsumer , andhowt heconsumerdev el
opshi sat t
it
ude
towardtheproduct .Forexample,theconsumermayf i
ndthefirm’smessagev er
yi nteresting,
butvi
rtual
l
yhecannotbuyt hefi
rm’sbrandbecausei tcont
ainssomet hi
ngprohi
bit
edaccor ding
tohisbeli
efs.Appar ent
lyitisveryessentialt
oi ncludesuchf actorsinthemodel,whi chgi v
e
moreinter
pretati
onaboutt heatt
ri
butesaffecti
ngt hedecisi
onpr ocess.