The EKB Model [Engel Kollat Blackwell Model] of Consumer Behaviour

 The EKB Model of Consumer Behaviour

[Engel Kollat Blackwell Model of Consumer Behaviour]

Fig-1: The EKB Model of Consumer Behaviour 

The Engel Kollat Blackwell Model of Consumer Behavior  was developed by Professors Engel, Kollat, and Blackwell at Ohio University, It was created to describe the increasing, fast-growing body of knowledge concerning consumer behavior. It was later on revised and presented as EBM model to acknowledge efforts of Professor Paul Miniard in this Model. Here we will see EKB Model, in this model they tried to elaborate on descriptive ability of the basic relationships between components and sub-components.

The Engel Kollat Blackwell Model of Consumer Behavior or  consists of four distinct stages;

1. Information Input Stage:  At this stage the consumer gets information from marketing and non-marketing sources, which also influence the problem recognition stage of the decision-making process. If the consumer still does not arrive to a specific decision, the search for external information will be activated in order to arrive to a choice or in some cases if the consumer experience dissonance because the selected alternative is less satisfactory than expected.

2. Information Processing Stage:  This stage consists of the consumer’s exposure, attention, perception, acceptance, and retention of incoming information. The consumer must first be exposed to the message, allocate space for this information, interpret the stimuli, and retain the message by transferring the input to long-term memory.

3. Decision Process Stage:  The central focus of the model is on five basic decision-process stages: Problem recognition, search for alternatives, alternate evaluation (during which beliefs may lead to the formation of attitudes, which in turn may result in a purchase intention) purchase, and outcomes. But it is not necessary for every consumer to go through all these stages; it depends on whether it is an extended or a routine problem-solving behavior.

4. Variables Influencing the Decision Process:  This stage consists of individual and environmental influences that affect all five stages of the decision process. Individual characteristics include motives, values, lifestyle, and personality; the social influences are culture, reference groups, and family. Situational influences, such as a consumer’s financial condition, also influence the decision process.