Stimulus Response Model Of Consumer Behavior

Consumer Behavior The American Marketing Association defines consumer behavior as “the dynamic interaction of affect and cognition, behavior and the environment by which human beings conducts the exchange aspects of their lives.” This meaning gives an idea that consumer behavior includes the feelings, thoughts and experiences of the people and so as the actions taken during the consumption process. It also involves the things in the environment that affects the consumers’ thoughts, feelings and actions. Some examples are: advertisements, price information, packaging, product appearance, and a lot more (Peter, J.P, et al., 2010).

Another definition of consumer behavior is that it involves activities that people do when obtaining, consuming

This is the point in time that the product is no longer needed and involves a bit of environmental issues (Blythe, 2013).

The Stimulus Response Model which is shown below is the beginning point of understanding the buyers (Kumar, A., et al., 2014).

Figure 1. Stimulus-Response Model of Buying Behavior: Based on the work of Pavlov and Watson (Source: Consumer Behavior by Kumar, A. & Tyagi, C.L.) The figure above shows that the marketing and other stimuli enters into the buyer’s “black box” and a certain reaction occurs. As seen in the figure, there are two types of stimuli. One is the Marketing stimuli which is composed of the 4 P’s namely: product, price, place and promotion. The other stimuli refers to a major event or maybe force that is around the buyer’s environment: economic, technological, political and cultural. All of those stimuli would pass through the buyer’s black box. The black box is also known as the hidden desire of the buyer, which marketers attempt to determine. Marketers can see an observable response once one have linked the stimuli to the black box. These observable response is shown at the right, such as product or brand choice, etc (Kumar, A. & Tyagi, C.L.,

Five Stage Model of the Consumer Buying Process

Problem Recognition. The Buying process starts once the buyer is in need of a product or service or a problem has been recognized. This happens when one sees a difference between the actual state and desired state. The need can be triggered by different factors including the stimuli that can be seen in Figure 1. It can also be an internal stimuli which is also known as one’s normal needs such as hunger and thirst. Once these rises to the threshold level then it becomes a drive (Kumar, A. & Tyagi, C.L., 2004). Information Search. There are two levels of information search (1) Heightened attention and (2) Active Information Search. The heightened attention is a milder search state while in active search a buyer gets every bit of information from everything and everyone. The amount of the search would depend on the strength of buyer’s drive, the amount of information he/she already has, the convenience of getting another information, the value or amount that he/she would put through when obtaining a certain information and lastly the satisfaction he/she gets before decision making (Kumar, A. & Tyagi, C.L.,