Stimulus-organism-response model

This article or section needs to be revised. Details should be given on the talk page. Please help to improve it , and then remove this flag.

Behavior analysis
SR model SOR model SORKC model SOEVK model Dynamic self-regulation model plan analysis

The SOR model (also SOR paradigm or SOR schema ) is based on the neo-behavioristic concept of the causal link between:

• S : stimulus (stimulus)
• O : Processes in the organism , see also intervening variable
• R : reaction of the organism

description

This concept is based on the idea that a stimulus (for example information on a certain commercial product in advertising or the amount of the achievable wage ) is processed in the organism (for example in the form of motivation , decision-making or learning processes ) and then to Reactions (for example, changes in consumer behavior or increased work performance ). The SOR concept was introduced in 1929 by Robert S. Woodworth .

The model belongs to the structure approaches. These can be divided into total and partial models. Total models, for example the Howard and Sheth model or the Engel-Kollat-Blackwell model , try to explain consumer behavior completely through psychological and social processes, while partial models (e.g. the attitude model ) are limited to only parts of the explanation of behavior.

In contrast to the older stimulus-response concept (SR), internal processes of the organism are also taken into account in the SOR paradigm. Critics of the SOR model nonetheless object that group processes are not given adequate consideration in this model (for example, discussing a commercial in front of the TV set or discussing wage benefits within a union group) and that only the stimulus transmitter (in the case of advertising : the manufacturer) is assigned an active role, while the stimulus receiver (the television viewer) appears to be externally controlled, i.e. passive.

A detailed account of various theories about the basic association mechanisms of conditioning can be found in the article Amplifiers (Psychology) .

The approach of Mehrabian and Russell

A similar approach is offered by the environmental psychological behavior model , a theoretical behavior model by Albert Mehrabian and James A. Russell from 1974. It is used in the explanation of consumer behavior in the buying phase.

Accordingly, the environment (stimulus) and personality factors determine emotional reactions, which can then be measured in behavioral reactions (response).

See also

• Environmental psychology

Individual evidence

1. ^ Norbert M. Seel: Encyclopedia of the Sciences of Learning . Springer Science & Business Media, 2011, ISBN 978-1-4419-1427-9 , pp. 3462 ( limited preview in Google Book search).
2. ^ C. James Goodwin: A History of Modern Psychology . John Wiley & Sons, 2015, ISBN 978-1-118-83375-9 , pp. 203 ( limited preview in Google Book search).
3. ^ Albert Mehrabian, James A. Russell: An Approach to Environmental Psychology. MIT Press, 1974 ( ISBN 978-0262130905 ) and 1980 ( ISBN 978-0262630719 )

literature

• Ingo Balderjahn , Joachim Scholderer: Consumer behavior and marketing. Basics for strategies and measures. Schäffer-Poeschel, Stuttgart 2007, ISBN 978-3-7910-2535-3 .
• Reinhold Decker, Ralf Wagner : Marketing Research. Methods and models for determining buyer behavior. Redline Wirtschaft at Verlag Modern Industrie, Munich 2002, ISBN 3-478-37370-0 .
• Thomas Foscht, Bernhard Swoboda : Buyer behavior. Basics - Perspectives - Applications. 3rd updated edition, reprint. Gabler Verlag, Wiesbaden 2009, ISBN 978-3-8349-0470-6 , pp. 190 ff.
• Heribert Meffert , Christoph Burmann , Manfred Kirchgeorg : Marketing. Basics of market-oriented corporate management. Concepts - instruments - practical examples. 10th, completely revised and expanded edition. Gabler Verlag, Wiesbaden 2008, ISBN 978-3-409-69018-8 , p. 100 ff.