The black box model shows the interaction of stimuli, consumer characteristics, and decision
process and consumer responses.
It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli
(within people).
The black box model is related to the black box theory of behaviorism, where the focus is not
set on the processes inside a consumer, but the relation between the stimuli and the response
of the consumer.
The marketing stimuli are planned and processed by the companies, whereas the
environmental stimuli are given by social factors, based on the economical, political and
cultural circumstances of a society.
Marketing and environmental stimuli enter the buyer’s consciousness. The buyer’s black box
contains the buyer characteristics and the decision process, which determines the buyer’s
response. The buyer’s characteristics and decision making process leads to certain purchase
decision.
The black box model considers the buyers response as a result of a conscious, rational decision
process, in which it is assumed that the buyer has recognized the problem.
However, in reality many decisions are not made in awareness of a determined problem
by the consumer.
Titany answered the question on
November 3, 2021 at 07:28