3.15 : Engel-Kollat-Blackwell(EKB) 모델

The Engel Kollat Blackwell or EKB Model explains consumer behavior as a five-stage decision process.

The first stage is Problem Recognition. Troy realizes the need to replace his outdated smartphone. Both internal and external factors influence him.

Internally, Troy might prefer a particular brand with a better camera quality, but has a budget constraint.

Externally, Troy is exposed to marketing stimuli like advertisements, online reviews, and recommendations.

The second stage involves an information search. Troy researches online and consults his friends to explore different smartphone options and features.

The third stage is evaluating alternatives. He compares different smartphone brands, considering factors like price, camera quality, and operating systems.

The fourth stage is the purchase decision. He decides on a specific brand and model of smartphone.

The final stage involves post-purchase behavior. After using the product, satisfaction can lead to brand loyalty, while dissatisfaction may result in no future purchases.

While the EKB Model provides a broad view of consumer behavior, it oversimplifies the concept and may not accurately predict decisions, especially when emotions significantly influence choices.