Consumer behavior models help marketers understand why consumers buy or don’t buy a product. The black box model focuses on external stimuli, the personal variable model focuses on internal stimuli, and the global model studies a combination of both. These models vary in complexity and help marketers target consumers better.
Consumer behavior models are essential tools that marketers can use to help understand why consumers buy or don’t buy a product. The different types of models are the black box model, the personal variable model and the full model and each model has a specific focus. The black box model focuses on external stimuli, the personal variable model focuses on internal stimuli within the consumer, and the global model studies a combination of external and internal stimuli.
Consumer behavior models vary in terms of the complexity of the behavior being studied. The main purpose of studying consumer behavior is for marketers to better understand and thus better target consumers in their marketing strategies. It is a very complicated science and marketers can observe and make some correlations between advertising and consumer response, but the main question of what makes a person buy or not a product is too individual and cannot be explained with one or even multiple role models.
The black box model, also called the stimulus-response model, is one of the simplest types of consumer behavior models. The black box can be considered the region of the consumer’s brain responsible for purchasing decisions. Environmental stimuli, such as the economy, technology and culture, combine with marketing stimuli, such as product, price and promotion, within the black box, where decisions are made. This model ignores variables within the consumer and focuses on the marketing and environmental variables that produce the desired response.
The personal variable model is another major type of consumer behavior model. Unlike the black box model, in which external stimuli take center stage, the personal variable model studies which internal factors influence consumer behavior and purchasing decisions. This model specifically ignores external stimuli, such as marketing techniques, and focuses on internal psychological variables. These variables include lifestyle, motivations and personality. It also analyzes individual decision-making processes, such as problem recognition, alternative pricing, and post-purchase behavior.
The main final types of consumer behavior models are global models. As the name might suggest, this type of model takes into account both environmental and internal cues when studying buying behavior. This type of model is one of the more complex studies due to the number of variables involved. It is useful because it is the only model that can be used to study how different external stimuli react in different personality types and demographics. However, it is difficult to determine the accuracy of the conclusions drawn from these studies due to the amount of variables.
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