Nonlinear Relations in a Complex Model of Buyer Behavior

1 March 1980

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 6 (4) , 377-388
https://doi.org/10.1086/208781

Abstract

Econometric techniques are used to test in a nonlinear fashion a model built around the learning subsystem of the Howard-Sheth theory of buyer behavior. Findings of nonlinearities (including interactions) are shown to improve the R²,s, to be generally consistent with the theory, and to provide researchers with hypotheses to be tested in other purchase situations.

Keywords

NONLINEAR RELATIONS
BUYER BEHAVIOR
COMPLEX MODEL
MODEL OF BUYER

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