A State Variables Reformulation of the Howard and Sheth Model

Pamela M. Homer, University of Oregon
ABSTRACT - Howard and Sheth's Model of Buyer Behavior has been the topic of both empirical investigation and criticism (e.g., Farley and Ring 1970; Engel, Kollat and Blackwell 1968, 1982; Zaltman and Wallendorf 1983). A reformulation is presented with primary focus on (1) increased parsimony, (2) designation of the precise relationships among the variables, and (3) complete empirical testability. Specifically, 13 variables are classified as either an antecedent, process, inference, or output variable and interrelated with 22 propositions based on past empirical findings. Suggestions of a causal approach for empirical testing are provided. An evaluation of the reformulated model as a theory implies it could ultimately be accepted as a theory of buyer behavior.
[ to cite ]:
Pamela M. Homer (1986) ,"A State Variables Reformulation of the Howard and Sheth Model", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 666.

Advances in Consumer Research Volume 13, 1986      Page 666

A STATE VARIABLES REFORMULATION OF THE HOWARD AND SHETH MODEL

Pamela M. Homer, University of Oregon

ABSTRACT -

Howard and Sheth's Model of Buyer Behavior has been the topic of both empirical investigation and criticism (e.g., Farley and Ring 1970; Engel, Kollat and Blackwell 1968, 1982; Zaltman and Wallendorf 1983). A reformulation is presented with primary focus on (1) increased parsimony, (2) designation of the precise relationships among the variables, and (3) complete empirical testability. Specifically, 13 variables are classified as either an antecedent, process, inference, or output variable and interrelated with 22 propositions based on past empirical findings. Suggestions of a causal approach for empirical testing are provided. An evaluation of the reformulated model as a theory implies it could ultimately be accepted as a theory of buyer behavior.

For further information, write to:

Pamela M. Homer / College of Business Administration / University of Oregon / Eugene, Oregon 97403

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