Chapter 8: Deriving an Empirically Testable Version of the Howard-Sheth Model of Buyer Behavior

Chapter 8 of Models of Buyer Behavior This chapter attempts to adapt the Howard-Sheth model of buyer behavior for specific empirical testing. Through a thorough analysis of data collection problems, and possible variables, the theory is fully presented and dissected. The paper’s ultimate goal is to prove the theory amenable to formulation as a system of simultaneous equations.