L. Winston Ring

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.

Deriving Empirically Testable Version Howard Sheth Model Buyer Behavior

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.