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An Empirical Test of the Howard-Sheth Model of Buyer Behavior
John U. Farley and L. Winston Ring
Journal of Marketing Research
Vol. 7, No. 4 (Nov., 1970), pp. 427-438
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3149635
Page Count: 12
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The Howard-Sheth buyer behavior model was cast in the form of a multiple-equation regression model for testing data on a grocery product in a specific market. Estimated structural parameters were generally consistent with the model's predictions, but some goodness-of-fit measures were weak. The model was useful for organizing this analysis of consumer behavior, but the test put extreme pressure on the data. Considerably improved data collection techniques and procedures will be needed before the full empirical potential of such models will be realized.
Journal of Marketing Research © 1970 American Marketing Association