Question

A comprehensive theory of buyer behavior is formulated by _____________.

• A. W.J. Wheldon
• B. J.A. Howard
• C. Jagdish Sheth
• D. Both B and C

Answer 1

The correct option is D Both B and C

Te comprehensive theory of buyer behaviour is formulated by Howard and Sheth. They suggested that consumer decision making differs according to the strength of the attitude toward the available brands; this being largely governed by the consumer’s knowledge and familiarity with the product class. In situations where the consumer does not have strong attitudes they are said to engage in Extended Problem Solving (EPS), and actively seek information in order to reduce brand ambiguity.