12 Manage-The Black box model of Consumer Behavior.docx -...

This preview shows page 1 - 2 out of 2 pages.

Source:The Black Box Model of the Human Mindsumitsahu75, Professor, IndiaThe black box model shows the interaction of stimuli,consumer characteristics, decision process and consumerresponses.The black box model considers the buyer's response as a result of a conscious, rational decisionprocess, in which it is assumed that the buyer has recognized the problem. However, in realitymany decisions are not made in such awareness of a determined problem by the consumer.Marketing theory of consumer buying behavior in which what goes on within the human mind(the black box) is ignored, in favor of discovering which inputs (stimuli) produce the desiredoutput (buying response).The essence of the model is that it suggests consumers will respond in particular ways todifferent stimuli after they have 'processed' those stimuli in their minds. In more detail, themodel suggests that factors external to the consumer will act as a stimulus for behaviour, but thatthe consumer's personal characteristics and decision-making process will interact with thestimulus before a particular behavioural response is generated.It is called the 'black box' model because we still know so little about how the human mindworks. We cannot see what goes on in the mind and we don't really know much about what goeson in there, so it's like a black box. As far as consumer behaviour goes, we know enough to beable to identify major internal influences and the major steps in the decision-making process
End of preview. Want to read all 2 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Fall
Professor
Carl Letamend

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture