Black Box Theory of Media

1. BLACK BOX THEORY

2. BLACK BOX THEORY
 Black box is considered to be something who’s
function is invisible.
 In case of “Consumer Behavior” black box is
“Human mind”.
 Function could be judged by observation.

3. OBSERVATION: AN IMPORTANT ELEMENT

4. RELATION BETWEEN STIMULUS AND
RESPONSE
 Stimulus: As far as consumer behavior is
concerned, is all the efforts made by the company
in terms of marketing to influence the consumers
behavior and attitude. Basically an input through
advertisement or promotion.
 Response: Is an output which is need to be
understand through observation.

5. BLACK BOX THEORY
 The black box theory is fairly popular method to
describe psychology. It is not possible to open the
human mind to look inside, we can only do
something to the mind.
 The art of understanding human psyche in terms of
stimulus and response.
 The black box theory is of mental
consciousness, which states that the mind is fully
understood once the inputs and outputs are well
defined, and binds this with a radical skepticism
regarding the possibility of ever successfully
describing the underlying
structure, mechanism, and dynamics of the mind.

6. BLACK BOX MODEL

7. BLACK BOX MODEL
 Shows interaction of stimuli, consumer
characteristics, decision process & responses.
 Distinguished between interpersonal stimuli and
intrapersonal stimuli.
 It is related to the black box theory of behaviorism.
 The buyers black box contains the buyer
characteristics and the decision process, which
determines the buyers response.

8. THE BUYER’S CHARACTERISTICS
 Beliefs/attitudes
 Values
 Learning
 Motives/needs
 Perception
 Lifestyle

9. THE BUYER’S DECISION-MAKING PROCESS
 Problem solving
 Information search
 Alternate evaluation
 Purchase
 Post purchase
 Evaluation