Most scholars agree that the study of consumer behaviour was advanced and given an impetus by Howard Sheth Model. The major advantage and strenght of the theory lied in the precision with which a large number of variables have been linked in the working relationships to cover most aspects of the purchase decision and the effective utilization of contribution from the behavioural sciences. The weakness stems from the fact that, there being substantial measurement error, the theory cannot be realistically tested. The distinction between the exogenous and endogenous variables is not clear cut. And some of these variables do not lend themselves easily to measurement and other defy precise definition.
In spite all limitations, the model because of its comprehensive coverage of almost all aspects of the purchase decision and operational explanation of the underlying stimuli and responses have given a useful frame of reference for the study of