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The Howard-Sheth Theory of Buyer Behavior

Jagdish N Sheth

ISBN: 9788126555024

528 pages

INR 1499


The Howard-Sheth Theory of Buyer Behavior (1969) is recognized as a major catalyst for the rise of consumer behavior as a standalone discipline and independent of market research. In the last 50 years, consumer behavior has experienced spectacular growth especially with the influence of behavioral sciences. The next 50 years will be even more exciting. Stay tuned. The key drivers are the rise of emerging markets such as China and India as the largest consumer markets in the world for branded products and services.








Part I The Nature of The Theory and A Summary

Chapter 1 Theory: Function, Need, and Structure

1.1 Functions of Theory

1.2 The Problem of Buyer Behavior

1.3 Structure of Theory

1.4 Summary and Conclusions


Chapter 2 Summary of the Theory of Buyer Behavior

2.1 Buying Process

2.2 Description of Constructs

2.3 Relationships among Hypothetical Constructs

2.4 Summary and Conclusions


Part II Structure of The Theory

Chapter 3 Intervening and Exogenous Variables

3.1 Classification of Variables

3.2 Output Variables

3.3 Input Variables

3.4 Exogenous Variables

3.5 Summary


Chapter 4 Learning Subsystem

4.1 Brand Comprehension

4.2 Motives

4.3 Choice Criteria

4.4 Attitude

4.5 Intention (To Buy)

4.6 Confidence (In Choice)

4.7 Satisfaction

4.8 Purchase Decision

4.9 Summary of Learning Constructs


Chapter 5 Perceptual Constructs

5.1 Influences on Quantity of Information

5.2 Perceptual Bias

5.3 Summary and Conclusions

5.4 Hypothetical Constructs and Intervening Variables

5.5 Theory of Search

5.6 Routinized Response Behavior


Part III The Theory and Its Measurement

Chapter 6 Attitude’ as an Intervening Variable

6.1 Rules of Correspondence

6.2 Measurement and Scaling

6.1 A Multivariate Approach to Attitude¢ Measurement

6.3 Dynamics of Attitude Change

6.4 Summary and Conclusions


Chapter 7 Purchase Behavior and Brand Loyalty

7.1 Purchase as an Intervening Variable

7.2 Stochastic Approaches to Brand Loyalty

7.3 Factor-Analytic Methods of Measuring Brand Loyalty

7.4 Summary and Conclusions


Part IV The Theory and Its Application

Chapter 8 Product Innovation

8.1 Product Class

8.2 Search Behavior

8.3 Sources of Information

8.4 Exogenous Variables

8.5 Summary


Chapter 9 Symbolic Communication

9.1 Significative versus Symbolic Communication

9.2 A Paradigm of Symbolic Communication

9.3 Source of Communication

9.4 Channels of Communication

9.5 Message and Its Effects on Response Sequence

9.6 Summary and Conclusions


Part V Summary and Implications

Chapter 10 Theory: Structure, Function, and Need

10.1 Introduction

10.2 Functions of the Theory

10.3 Need for the Theory

10.4 Summary of Relations among Structure, Function, and Need


Glossary of Terms