Behavioral theory

2.  J. A. Howard explains buying Behavior in
terms of purchasing Decision process viewed
as phases of learning process
 4 essential elements of learning process
included are….
a. Drives- strong internal stimuli that impels
buyer’s response. are of 2 kinds
*Innate Drives - Psychological needs
eg. hunger, pain
*Learned Drives- Striving for social status
& approval, acquired when innate drives
satisfied

3. b. Cues- are weak stimuli that determine when the
buyer will respond
*Triggering cues- activate the decision
process for any purchase
*Non triggering cues- influence the
decision process but don’t activate it
*Product cues -external stimuli received
from the product directly
eg.package, price
*Informational cues- external stimuli
providing information, can come from
advertising etc.

4. c. Response-What the buyer does
d. Reinforcement- is any event that strengthens the
buyer’s tendency to make a particular response.
Equation acc. To Howard is-
B=P*D*K*V
Where,
B=Response
P= predisposition (force of habit)
D=Present drive level (amt. of motivation)
K=Incentive potential(value of the productor potential
satisfaction)
V=Intensity of all the cues.

5. Salesperson’s Role In Reducing Buyer’s
Dissonance
 Four types of cases involving the salesperson’s role.
 1. An established product: an ongoing salesperson’s
client relationship
 2. An established product: a new salesperson-client
relationship
 3. A new product: an ongoing salesperson-client
relationship
 4. A new product: a new sales person-client
relationship

6.  1.to emphasize the advantages of products
purchased
 2.by providing the information that permits
the buyer to rationalize the decision

7. THANKN YOU…!!