Purchase Decision (models)

There are several models of purchase decisions that try to explain customer´s decision-making processes.

[excentos editor´s note: all the purchase decision models are of systematic nature and can cover only a small part of the real decision-making processes. From a scientific perspective hey are only suitable as explanation, but practically only limited applicable.]

behaviouristic, stimulus-response, or the blackbox purchase-model

The behaviouristic or stimulus-response-decision-making model is based on the premise, that buyer´s preferences are unknown to himselves and only impicitly anchored in the brain and head (blackbox). Four categories of influences (stimuli) provoke in a combination the purchase decision: cultural, social, personal and psychological. In a right stimuli-combination, the customer relaxes and can make a decision by gut instinct - besides rational factors. Succsess will only be measured by observable or measurable influences and be displayed through explicitly product features.

neo-behavioristic, cognitive stimulus organism response purchase model

In contrast to the blackbox model, also none cognitive variables that can only indirectly be estimated, will be allowed in this model (e.g. body processes to explain the human behaviour).

The personal approach of a customer can be influenced by a product´s purchase probability.

Cognitive purchase decision-model

In addition to physical factors in neo-behaviouristic models, there are also mental (cognitive, neuronal) factors in cognitive models to be measured.


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