EBK model

EBK model
See also
Consumer decision making Bettman model Marketing principles Consumer buying behaviour Sales techniques Hunger marketing Markov model Fishbein model Consumer decision making process

EBK model is one of the structural models of consumer behaviour. It is a holistic model, with a full description to the decision making problem, reflecting consumer behaviour process during choosing product or service. It was developed in 1968 by J.F. Engel, D.T. Kollat and R.D. Blackwell. The name comes from the first letters of the names of its creators.

Stages of consumer decision-making in EBK model

The authors distinguish 5 consecutive stages of the decision-making process (fig. 1):

1. Identification of the problem - involves generating consumer needs, consumer sees a gap between the ideal and the current state of things.
2. Search for information how to solve problem - consumer looks for information about available opportunities, search begins with internal sources (own memory), on the basis of past experience or from an external source.
3. Assessment of options - consumer examines and assesses the possible variants of choice in order to make the best decisions; This process is influenced by such factors as: criteria for assessing options, beliefs, attitudes, intentions, circumstances.
4. Choice - purchase decision arises from the assessment of goods available on the market. However, the decision might also be affected by: change of income, price family situation of the consumer, etc.

Fig. 1. EBK model stages

1. Effects of choice - purchase may induce in consumer:
   • satisfaction - consumer is happy with the choice, the purchase is in line with his beliefs and past experiences, in this situation, the consumer stores this experience in his information stores for use in making future decisions,
   • dissonance - consumer is not sure about effects of decision, doubts whether the other variants were rightly rejected, often is angry and dissatisfied, may avoid choosing this product or service again in future.

See also:

• Bettman model
• Nicosia model of consumer behaviour
• Howard Sheth model of consumer behaviour
• Consumer decision making process
• AIDA model

Examples of EBK model

• An individual deciding which brand of toothpaste to buy: The consumer will assess the available options, make a decision, and purchase the product. The EBK model describes the process of the consumer researching, evaluating, and selecting the toothpaste. They may consider different factors such as the price, brand, ingredients, and advertising.
• A family deciding which car to buy: The EBK model describes the family as they research and evaluate different car models, brands, and features. They will consider factors such as the cost, safety features, fuel economy, and size. The family will then make a decision, and purchase the car.
• A student deciding which university to attend: The student will research different universities, evaluate their options, and make a decision. Factors the student may consider include cost, location, course offerings, and reputation. The EBK model describes the process of the student researching, evaluating, and selecting a university to attend.

Advantages of EBK model

The EBK model provides a holistic approach to consumer decision making, offering numerous advantages:

• It explains the consumer decision-making process in a step-by-step manner, which enables marketers to better understand consumer behaviour and develop effective marketing strategies.
• It takes into account the consumer's psychological state, which is important in understanding consumer decisions.
• It incorporates external factors such as the opinions of family and friends, as well as the influence of the media, which are often important in consumer decision-making.
• It includes a feedback loop which enables marketers to evaluate the effectiveness of their strategies.
• It provides a comprehensive view of the consumer decision-making process, which can be used to identify areas for improvement and develop more effective strategies.

Limitations of EBK model

The EBK model has some limitations that must be taken into consideration when applying it to consumer behaviour. These include:

• Lack of consideration of external factors: The model does not take into account any external factors that may influence consumer decision making such as social influences, cultural influences, and economic influences. This can lead to an inaccurate representation of consumer behaviour.
• Limited focus on product evaluation: The model only focuses on the evaluation of products and does not consider other aspects of consumer behaviour such as the impact of advertising and promotion.
• Inadequate description of post-purchase behaviour: The model does not provide an adequate description of post-purchase behaviour and the impact of satisfaction on the consumer decision-making process.
• Simplistic view of the consumer: The model provides a simplistic view of the consumer and does not take into account the complexity of consumer behaviour. It does not acknowledge the existence of different consumer segments or the fact that consumer behaviour is dynamic and can change over time.

Other approaches related to EBK model

• The Theory of Reasoned Action (TRA) by Fishbein and Ajzen, which states that the intention to perform a behavior is influenced by both attitudes and subjective norms.
• The Theory of Planned Behavior (TPB) which is an extension of the TRA, incorporating the concept of perceived behavioral control.
• The Stimulus-Organism-Response (S-O-R) Model, which considers how the environment and the internal stimuli of an individual interact to produce a response.
• The Cognitive-Affective-Processing Model (CAP), which attempts to explain how cognitive and affective processes interact to influence consumer decision-making.
• The Elaboration Likelihood Model (ELM), which suggests that persuasion is based on two routes: central and peripheral.

In summary, the EBK model of consumer behaviour is one of several approaches used to explain and understand the decision-making process. Other approaches include the Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), Stimulus-Organism-Response (S-O-R) Model, Cognitive-Affective-Processing (CAP) Model, and the Elaboration Likelihood Model (ELM). All of these models help to explain how consumers make decisions when choosing products or services.

References

• Engel J.F., Kollat D.T., Blackwell R.D., Consumer Behaviour, Holt, Reinhart & Winston, New York 1968, s. 32.
• Foxall, G. (2009). Interpreting consumer choice: The behavioural perspective model. Routledge.
• Foxall, G. R., Oliveira-Castro, J. M., James, V. K., & Schrezenmaier, T. C. (2011). Consumer behaviour analysis and the behavioural perspective model. Management Online Review (MORE).
• Kandasamy, C. (2015). Models of Consumer Behaviour - a Study. Asia Pacific Journal of Research Vol: I. Issue XXIX.
• Kollat, D. T., Engel J. F., & Blackwell, R. D. (1970). Current problems in consumer behavior research. Journal of Marketing Research, 327-332.

Author: Krzysztof Wozniak