Before presenting an overview model of how consumers make decisions, we will consider several schools of thought that depict consumer decision-making in distinctly different ways. The
term models of consumers refers to a general view or perspective as to how (and why) individuals
behave as they do. Specifically, we will examine models of consumers in terms of the following
four views:
1 . an economic view,
2 . a passive view,
3 . an emotional view, and
4 . a cognitive view.