This model suggests that human behavior is based on some core concepts − the drives, stimuli, cues, responses and reinforcements which determine the human needs and wants and needs satisfying behavior.

• Drive − A strong internal stimulus which compels action.

• Stimuli − These are inputs which are capable of arousing drives or motives.

• Cues − It is a sign or signal which acts as a stimulus to a particular drive.

• Response − The way or mode in which an individual reacts to the stimuli.

If the response to a given stimulus is “rewarding”, it reinforces the possibility of similar response when faced with the same stimulus or cues. Applied to marketing if an informational cue like advertising, the buyer purchases a product (response); the favorable experience with the product increases the probability that the response would be repeated the next time the need stimulus arises (reinforcement).