Howard Sheth Model

Howard Sheth Model is one of the highly referred modal in consumer behavior subject. This model
attempt to make a clear explanation regarding the rational purchase behavior of a consumer within
the limitations of incomplete product information and limited individual capabilities. There are three
stages or level of learning and decision making before a consumer purchase a product which are the
extensive problem solving, limited problem solving, and routinized response behavior. The extensive
problem solving involves the earliest stage of decision making where the consumer has little or no
information about the product and thus unable to form a choice confirmation toward any brands.
The limited problem solving, on the other hand, explains a situation where a consumer is at an
advanced stage of decision making. At this stage the consumer has learned about the products
details and a choice option is narrowed but still, there are some factors restricting consumer to
choose the best brand. The routinized behavior is where the chosen criteria have been well defined
and there is a presence of a strong predisposition towards one particular brand. This is a category
where a consumer will have a little consideration about the alternative brands because they might
be using the same brand for many years which can be considered as brand bias or the product is the
daily essential need that requires little evaluation of a brand status.

There are four variables in the Howard Sheth Model which are inputs, outputs, hypothetical
construct, and exogenous variables. There are several forms of inputs that influence a consumer
such as the brand's physical characteristics and visual representation that attracts the consumer’s
subconscious decision-making process. Another input is social stimuli where a recommendation
from friends and family plays a huge role in the decision-making process. The outputs involve the
results of the perceptual and learning variables such as attitude towards a brand, intention of
purchasing a brand and the full comprehension of the brand. The hypothetical construct mainly
deals with the psychological variable that revolves around perception and learning. This is an
important aspect for marketers to understand where the consumer learn about the brand and how
much the consumer know about the brand.

The learning of the brand will lead to a buying intention if the goal of the consumer fits the brand.
The learning of the brand will lead the consumer to further research about the brands such as
review from the previous consumers. If it satisfies the consumer after purchase, they will have an
attitude and confidence in the brand that leads to future purchasing of a similar brand. This is a
process which forms the perceptual bias and customer loyalty. This perceptual bias will form a
narrowed choice criteria where the consumer will have a comprehension of the brand and will form
a stronger motive to buy a brand which leads to the purchase of the brand. Over time, the
satisfaction gained from the product usage experience will increase the confidence in the brand and
it leads to an automatic intentional purchase without considering any other alternatives for the
product.