Professional Documents
Culture Documents
Models
A model a is simplified
version of reality.
OBJECTIVES
Understand the concept of modeling within
consumer behaviour studies;
Evaluate the applicability of traditional models of
consumer behaviour;
Evaluate the applicability of contemporary models
of consumer behaviour.
Types of models
Algebraic models: Fishbeins Attitude Model
n
Ao==biei
i=1
Types of models(contd.)
Types of models(contd.)
Personal Variable Models: Adapted from Ajzens Theoty of Planned
Behaviour( 1991
Types of models(contd.)
MICROECONOMICS
Concentrates on the act of purchasing
Interested in knowing what consumers
were purchasing, ignoring the why and
how underpinning their behaviour.
MICROECONOMICS
Assumptions made:
Consumers wants
unquenchable
and
needs
are
unlimited
and
The KatonaModel
Contemporary Models
Limitations
Incomplete in a number of aspects, very reductionist
Variables in the model have not been clearly defined (Rau and
Samiee, 1981)
A number of assumptions have been made that question the
validity of this model, for instance:
What type of consumer are we talking about?
The company and the consumer have an existing
relationship? What type?
Is this for a new product? Is this the first exchange the
consumer has had with the producer?
The model cannot be validated, according to Foxall(1980) it is
pre-scientific
HOWARD-SHETH MODEL
LIMITATIONS
Too many variables, a complex model that can be difficult
to read
Variables in the model have not been clearly defined (Rau
and Samiee, 1981)
A number of assumptions have been made that question
the validity of this model, for instance:
Sharp distinctions between exogenous and other variables have not been
made
The model cannot be generalised, it cannot be applied to co-joint decision
making for example
Can this model be applied for non-branded products?
ENGEL-BLACKWELL-MINIARD
MODEL
LIMITATIONS
Too many variables, a complex model that can be difficult to read
Variables in the model have not been clearly defined
The model is vague (Loudon and Della Bitta, 1993)
Key variables are vaguely defined
How do environmental variables affect consumers behaviour?
How do motives influence consumers behaviour?
CONCLUTIONS
A model presents phenomena in such a way that it
can be easily communicated
Models are just representative of reality, they are not
reality
There are different types of models (black box,
conceptual, algebraic, personal variable and
comprehensive models)
The Nicosia, Howard-Shethand the Engel, Kollatand
Blackwell model have all been criticised on the
grounds that they are pre-scientific
CONCLUTIONS