Bettman model

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Bettman model is a structural concept of overall decision making process of individual consumer. J.R. Bettman presented the decision-making process as information processing, that follows the specified program consciously controlled by the consumer.

This program is understood as the ability to solve problems, the ability to make accurate decisions, discovering the facts through hypotheses testing and accumulating knowledge and experience.

Purchase decision

Purchase decision is influenced by:

  • limited ability of conscious information processing,
  • availability and evaluation of information,
  • internal efficiency of the regulatory process,
  • impact of decisions on the processes of consumption and accumulation of experience and knowledge.

According to Bettman purchase selection process (consumer decision making) does not progress in simple and sequential manner. The course of this process is controlled by the internal mechanisms. It is adjusted in such a way as to make the process of choosing went smoothly in accordance with the will and rational thinking of the consumer.

Control lies in continuous identification and monitoring of compliance between actual and desired state of things.

However, if during the decision making process consumer will find non-compliance with his needs or desires, interrupting mechanism will stop the current activity and will trigger other processes based on customer experience and motivation.

Decision-making networks

Fig. 1. Hypothetical decision net for toothpase (adapted from: Bettman 1974, p. 31)

Bettman also developed decision-making networks showing the consideration of various issues during the process of making the decision about a particular purchase. Example of decision making network is presented in fig. 1. It is based on classical decision tree concept.

Examples of Bettman model

  • Shopping: An individual goes shopping for groceries, considering factors such as what is needed, what is on sale, and what is the most cost-effective. The individual may also consider convenience, nutrition, and environmental factors.
  • Travel: An individual plans a vacation, considering factors such as budget, distance, attractions, and weather. The individual may also consider the convenience of the location, the safety of the location, and the availability of accommodations.
  • Investment: An individual decides to invest in a particular stock or mutual fund, considering factors such as the risk/return profile, the past performance, and the fees associated with the investment. The individual may also consider the economic environment, the regulatory environment, and the liquidity of the investment.
  • Healthcare: An individual chooses a healthcare plan, considering factors such as the cost, the coverage, and the quality of care. The individual may also consider the convenience of the provider, the reputation of the provider, and the availability of services.

Advantages of Bettman model

The Bettman model has several advantages:

  • It is easy to understand and explains the decision-making process in a clear and concise manner.
  • It takes into account the various factors that influence the decision-making process, such as cognitive, affective, and behavioral components.
  • It helps to identify the areas of consumer research that are most important to understanding consumer behavior.
  • It allows for the integration of marketing strategies, such as advertising and promotion, into the decision-making process.
  • It provides a framework to analyze consumer behavior and make informed decisions about marketing strategies.

Limitations of Bettman model

The Bettman model has several limitations, which may hinder its application in decision making:

  • The model is based on linear sequential decision-making process, which does not take into account the complexities of real-world situations.
  • The model does not consider the impact of external factors, such as social, cultural and economic influences, on the decision-making process.
  • The model assumes that consumers are rational and informed in their decision making, but this is often not the case.
  • The model does not take into account the emotional aspects of decision making, which can play a significant role in the process.
  • The model does not consider the effects of sensory information, such as sight, sound, smell and taste, on decision making.
  • The model does not take into account the influence of product-related information, such as brand and price, on decision making.

Other approaches related to Bettman model

Other approaches related to J.R. Bettman’s decision-making model include:

  • The Model of Limited Problem Solving (MOPS) proposed by R.J. Lutz, which suggests that consumers do not always have complete information or resources to solve problems, and therefore their decision-making processes are limited.
  • The Hierarchical Model of Choice proposed by D.E. Goldberg, which suggests that a decision-making process is composed of a hierarchy of choices, from the most basic to the most complex.
  • The Stimulus-Organism-Response Model proposed by W.B. Schutz, which describes the decision-making process as a three-step process in which stimuli elicit an organism’s response.
  • The Vroom and Yetton Model proposed by V. Vroom and P. Yetton, which suggests that decision-making processes are influenced by the environment and the availability of resources.

In summary, there are a number of different approaches related to J.R. Bettman’s decision-making model, each of which offers a unique perspective on the process. These approaches emphasize the importance of considering the environment and resources available to the consumer when making decisions.


Bettman model — recommended articles
EBK model — Theory of reasoned action — Nicosia model — Consumer decision making process — Howard Sheth model of consumer behaviour — Factors influencing consumer behaviour — Hierarchy of effects model — Buying center — Impact of information on decision-making

References

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