BLACK BOX THEORY

BLACK BOX THEORY Black box is considered to be something

who’s function is invisible.

In case of “Consumer Behavior” black box is “Human mind”.

Function could be judged by observation.

OBSERVATION: AN IMPORTANT ELEMENT

RELATION BETWEEN STIMULUS AND RESPONSE

Stimulus: As far as consumer behavior is concerned, is all the efforts made by the company in terms of marketing to influence the consumers behavior and attitude. Basically an input through advertisement or promotion.

Response: Is an output which is need to be understand through observation.

BLACK BOX THEORY The black box theory is fairly popular method to

describe psychology. It is not possible to open the human mind to look inside, we can only do something to the mind.

The art of understanding human psyche in terms of stimulus and response.

The black box theory is of mental consciousness, which states that the mind is fully understood once the inputs and outputs are well defined, and binds this with a radical skepticism regarding the possibility of ever successfully describing the underlying structure, mechanism, and dynamics of the mind.

BLACK BOX MODEL

BLACK BOX MODEL

Shows interaction of stimuli, consumer characteristics, decision process & responses.

Distinguished between interpersonal stimuli and intrapersonal stimuli.

It is related to the black box theory of behaviorism.

The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response.

THE BUYER’S CHARACTERISTICS

Beliefs/attitudes

Values

Learning

Motives/needs

Perception

Lifestyle

THE BUYER’S DECISION-MAKING PROCESS

Problem solving

Information search

Alternate evaluation

Purchase

Post purchase

Evaluation