The article looks at consumer behavior in the light of economics, psychology, and sociology theories. It founded on the belief that no single theoretical stance can provide full explanation of complex human behavior such as those involved in purchasing and consuming.
In the point of view of economics theories, buyer's behavior is determined by personal interest and choce. Economics man is a intellectual and rational creature and decission making functioning are goal directed process of information. This economics thought could not satisfy seller, business man, and marketing man whose consumers make irrational decission everyday.
Psycologist see the causation of human behavior in their mental precursors rather than environmental consequenences. Although, psycology has made strong contribution to clarify consumer behavior, but are not able to go all the way through.
Sociologist's contribution to buyer behavior laid behind this point that consumer behavior are strongly influenced by their social and cultural environmental consequences.
Howard - Sheth theory of buyer behavior is a sophisticated integration of various social, psycological, and economics influences on comsumer choice into a coherent sequence of information processing.
Some scientists as Grodon Foxall look of Howard - Sheth theory as a comperhensive modelling and criticized in view of the untestablility of many of it proposition - but still many of marketing scholars believe the Howard ¬Sheth model and the marketing world Still is dominated by the theory, sofar.
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