Dr. L. Winston Ring was an Associate Professor of Business at the University of Wisconsin-Milwaukee. He retired in 2010. His research interest was in consumer 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.