|Methods and techniques|
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 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.
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.
- Bettman, J. R. (1971). The structure of consumer choice processes. Journal of Marketing Research, 465-471.
- Bettman, J. R. (1974). A threshold model of attribute satisfaction decisions. Journal of Consumer Research, 30-35.
- Bettman, J. R. (1979). An Information Processing Theory of Consumer Choice, Addison-Wesley, Reading, s. 17.
- Bettman, J. R. (1973). Perceived risk and its components: a model and empirical test. Journal of marketing research, 184-190.
- Diehl, K., & Poynor, C. (2010). Great expectations?! Assortment size, expectations, and satisfaction. Journal of Marketing Research, 47(2), 312-322.