This
model was created to describe the increasing, fast-growing body of knowledge
concerning consumer behavior. This model, like in other models, has gone
through many revisions to improve its descriptive ability of the basic
relationships between components and sub-components, this model consists also
of four stages;
First
stage: decision-process stages
The
central focus of the model is on five basic decision-process stages: Problem
recognition, search for alternatives, alternate evaluation (during which
beliefs may lead to the formation of attitudes, which in turn may result in a
purchase intention) purchase, and outcomes. But it is not necessary for every
consumer to go through all these stages; it depends on whether it is an
extended or a routine problem-solving behavior.
Second
stage: Information input
At this stage the consumer gets information
from marketing and non-marketing sources, which also influence the problem
recognition stage of the decision-making process. If the consumer still does
not arrive to a specific decision, the search for external information will be
activated in order to arrive to a choice or in some cases if the consumer
experience dissonance because the selected alternative is less satisfactory
than expected.
Third
stage: information processing
This
stage consists of the consumer’s exposure, attention, perception, acceptance,
and retention of incoming information. The consumer must first be exposed to
the message, allocate space for this information, interpret the stimuli, and
retain the message by transferring the input to long-term memory.
Fourth
stage: variables influencing the decision process
This
stage consists of individual and environmental influences that affect all five
stages of the decision process. Individual characteristics include motives,
values, lifestyle, and personality; the social influences are culture,
reference groups, and family. Situational influences, such as a consumer’s
financial condition, also influence the decision process.
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