Behavioral Models for Analyzing Buyers
Abstract
What happens in the buyer's mind between the acts of receiving impressions about products and making his purchasing decisions? Several theories exist, but there is no generally accepted comprehensive theory.
Here the author contrasts buyer behavioral models based on five major theories, and shows how each has unique marketing applications.
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Biographies
Philip Kotler is Associate Professor of Marketing in the School of Business, Northwestern University.
Dr. Kotler received his Master's degree from the University of Chicago and his Ph.D. in Economics from the Massachusetts Institute of Technology. In 1956 he spent a year studying behavioral sciences at the University of Chicago, and in 1959-1960 was a Ford Fellow in the Institute of Basic Mathematics for Application to Business held at Harvard University.
The present article has been influenced by John A. Howard's MARKETING: EXECUTIVE AND BUYER BEHAVIOR (New York: Columbia University Press, 1963). It is adapted from a forthcoming book by Professor Kotler, MARKETING MANAGEMENT: ANALYSIS, PLANNING, AND CONTROL (Englewood Cliffs, New Jersey: Prentice-Hall, Inc., 1966).
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Article first published: October 1965
Issue published: October 1965
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