Black Box Model of the Human Mind

Article / Marketing

Black Box Model of the Human Mind
sumitsahu75 , Professor, India

The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses

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.
Marketing theory of consumer buying behavior in which what goes on within the human mind (the black box) is ignored, in favor of discovering which inputs (stimuli) produce the desired output (buying response).
The essence of the model is that it suggests consumers will respond in particular ways to different stimuli after they have 'processed' those stimuli in their minds. In more detail, the model suggests that factors external to the consumer will act as a stimulus for behaviour, but that the consumer's personal characteristics and decision-making process will interact with the stimulus before a particular behavioural response is generated.

It is called the 'black box' model because we still know so little about how the human mind works. We cannot see what goes on in the mind and we don't really know much about what goes on in there, so it's like a black box. As far as consumer behaviour goes, we know enough to be able to identify major internal influences and the major steps in the decision-making process which consumers use, but we don't really know how consumers transform all these data, together with the stimuli, to generate particular responses.
Turn now to the following reading to begin looking at your text's introduction to buyer behaviour.

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