The Black Box Model: Buyer-Response Model Of Consumer Behavior

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Theoretical Framework
The theoretical frameworks adopted in this study are the Black Box Model, Buyer Decision Process, and the Alternative Evaluation and Selection for Attribute-Based Choice.

Model of Consumer Behavior

Figure 1. Stimulus-Response Model of Buyer Behavior
The figure above shows that as consumers receive marketing and other stimuli, the buyer decision process is affected. Marketing stimuli are composed of the four Ps which are the product, price, place and promotion while other stimuli include economic, technological, cultural, and political factors. As these stimuli enter the consumer’s black box they are then turned into a set of buyer responses. In psychology, the black box is considered to be the mind of human beings which cannot be opened and observed, but can only be understood if tested against various stimuli.
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First, a consumer’s characteristics like their attitudes, motivations, perceptions, personalities, lifestyles and knowledge influence how they perceive and respond to different stimuli. Second, the buyer decision process itself affects their buying behavior.
What comes after the thinking that takes place in the black box are the buyer’s responses. These refer to the buying attitudes and preference of the person. Also, the purchase behavior is an outcome. The purchase behavior explains what the consumer buys, where, when, and in what quantities. Finally, the relationship behavior towards brands and companies is a result of the things going on in the buyer’s black box. Thus, the black box is the central element of the consumer buying behavior. (Kotler and Armstrong,
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