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    EBK Model

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    Mariah Reenae de Leon
    The EKB Model outlines a five-step consumer decision making process: 1) input of marketing materials, 2) information processing comparing new info to past experiences, 3) decision making stage based on rational insight, 4) being affected by external influences in envisioning oneself after purchase, 5) two key periods for marketers - the information stage and external influences stage - to provide info driving consideration and instilling desires through lifestyle branding.

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    EBK Model

    Uploaded by

    Mariah Reenae de Leon
    389 views2 pages
    The EKB Model outlines a five-step consumer decision making process: 1) input of marketing materials, 2) information processing comparing new info to past experiences, 3) decision making stage based on rational insight, 4) being affected by external influences in envisioning oneself after purchase, 5) two key periods for marketers - the information stage and external influences stage - to provide info driving consideration and instilling desires through lifestyle branding.

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    EBK MODEL THEORY

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    The EKB Model outlines a five-step consumer decision making process: 1) input of marketing materials, 2) information processing comparing new info to past experiences, 3) decision making stage based on rational insight, 4) being affected by external influences in envisioning oneself after purchase, 5) two key periods for marketers - the information stage and external influences stage - to provide info driving consideration and instilling desires through lifestyle branding.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    389 views2 pages

    EBK Model

    Uploaded by

    Mariah Reenae de Leon
    The EKB Model outlines a five-step consumer decision making process: 1) input of marketing materials, 2) information processing comparing new info to past experiences, 3) decision making stage based on rational insight, 4) being affected by external influences in envisioning oneself after purchase, 5) two key periods for marketers - the information stage and external influences stage - to provide info driving consideration and instilling desires through lifestyle branding.

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    © All Rights Reserved
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    Engel, Kollet, Blackwell (EKB) Model

    The EKB Model expands on the Theory of Reasoned Action, and lays out a

    five-step process that consumers use when making a purchase. It is a holistic model,

    with a full description to the decision-making problem, reflecting consumer behavior

    process during choosing product or service. The first step, input, is where consumers

    absorb most of the marketing materials they see on television, newspapers or online.

    Once the consumer collects the data, he or she moves into information processing,

    where the consumer compares the input to past experiences and expectations.

    Consumers move to the decision-making stage after a period of thought,

    choosing to make a purchase based on rational insight. Consumers are affected in

    the decision-making phase by process variables and external influences, including

    how the consumer envisions his or herself after making the purchase.

    Under the EKB Model, marketers have two periods where their input is the

    most valuable. During the initial information stage, marketers must provide

    consumers with enough information about the product to drive the consumer to keep

    the company’s products under consideration for purchase. Marketing becomes a

    factor again in the phase of external influences. Lifestyle brands are very good at

    instilling a desire in the consumer to look or feel a certain way with the product,

    even if the brand’s product is not fundamentally different from the competition.

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