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Bettman Model Prepared By:

Kapil Agarwal(03)

Alok A Agarwal(02)

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BettmansModel This model describes the consumer as possessing a

limited capacity for processing information.

Consumers rarely analyze the complex alternatives indecision making and apply very simple strategy.

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Major Stages involved in Bettman

modelSeven major stages:

Stage No. 1: Processing capacity

Stage No. 2: MotivationStage No. 3: Attention and perceptual encoding

Stage No. 4: Information acquisition and evaluation

Stage No. 5: MemoryStage No. 6: Decision Process

Stage No. 7: Consumption and Learning Process

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Stage No. 1: Processing capacity assumes that consumer has limited capacity for

processing information

consumers are not interested in complexcomputations and extensive information processing.

consumers are likely to select choice strategies

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Stage No. 2: Motivation Influence direction and intensity of consumer choice.

Motivation is provided with hierarchy of goals

mechanism. No concern was given on religious motives.

Theories of motivation such as Maslows hierarchy ofneeds.

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Stage No. 3: Attention and

perceptual encoding Two types of attention-

voluntary attention

involuntary attention Perceptual encoding accounts for different steps that

consumer needs to perceive stimuli and whether heneeds more information.

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age o. : n orma onacquisition and evaluation

Information from internal and external sources.

Information is evaluated and its suitability or

usefulness is assessed. Consumer continues to acquire additional information

until all relevant information has been secured.

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Stage No. 5: Memory

Keeps all the information consumer collects.

First place to search when he need to make a choice.

If information is not sufficient, starts looking againfor external sources.

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Stage No. 6: Decision Process

Indicates different types of choices are normally madeassociated with other factors.

Application of heuristics or rules of thumb. Individual factors (e.g., personality differences) and

situational factors (e.g., urgency of the decision) play aimportant role.

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age o. : onsump on anLearning Process

Future results after the purchase is done.

Gain experience after evaluating the alternative.

Provides the consumer with information to be appliedto future choice situation.

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e.g. Sony Viao Laptops No technical complexity specification of product.

Different personalities are depicted in single advtmt.

Various outlets which gives further details of thelaptop.

After sales services are available which also includesfeedback of consumer in using prodct.

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Use of Bettman ModelAdvtmnt should be simple to understand.

Various internal and external sources used in

collecting information should be studied properly.After sales service should be provided to satisfy

consumer.

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Thank You