Marketing Management Part 7: Consumer Behaviour Models

Consumer decision journey: models plus the influence stack.

The classic models

• Economic, learning (stimulus-response), psychoanalytic, sociological model families — exam listing standard.
• Howard-Sheth: hypothetical constructs; Engel-Kollat-Blackwell: five-stage decision process.

Decision process

• Problem recognition → information search → evaluation of alternatives → purchase → post-purchase behaviour.
• Cognitive dissonance management: post-purchase support and expectation calibration.

Influence stack

• Cultural, social (reference groups, family roles), personal (life-cycle stage, occupation, lifestyle), psychological (motivation, perception, learning, beliefs).
• Black box: stimulus-response diagram framing for case analysis.

Revise in 30 seconds

• Five-stage decision process.
• EKB model standard listing.
• Four-layer influence stack.
• Manage post-purchase dissonance.