The Howard Sheth Model of Consumer Behavior suggests that consumers are inherently rational, making systematic decisions.

The model assumes customers view their decisions as problem-solving tasks influenced by numerous variables throughout their buying journey.

At its core, the model is built on three successive levels of decision-making.

Extensive problem-solving applies to high-involvement decisions. Such decisions require meticulous research and extensive deliberations to find a solution.

Limited problem-solving involves decisions of moderate consideration, requiring balancing thorough analysis and convenience.

Habitual response behavior applies to low-involvement decisions characterized by consumers' established routines or preferences.

The model provides a comprehensive framework, taking into account cognitive processes, learning, memory, and external factors to represent the changing nature of consumer decision-making.

But, its complexity may be a drawback, as it requires substantial data, and critics question its limited predictive power in rapidly changing markets.

Additionally, there's a concern that the model may overlook emotional factors by overly emphasizing cognitive and rational aspects of decision-making.