EngelKollatBlackwellin

EngelKollatBlackwellin refers to the Engel–Kollat–Blackwell model of consumer behavior, commonly called the EKB model. Developed by James F. Engel, David T. Kollat, and Roger D. Blackwell in the 1960s, it was first described in their influential 1968 book on consumer behavior. The model outlines how consumers move through a structured process when making purchases and highlights the interplay between internal psychological factors and external influences such as culture, social groups, and marketing communications.

The core framework identifies a sequence of stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Information search combines internal memory with external sources, including personal recommendations, advertising, public sources, and experiential cues. Evaluation of alternatives involves comparing brands or options based on set criteria, while the purchase decision reflects how intent translates into action. Post-purchase evaluation considers satisfaction, perceived value, and potential future behavior, such as brand loyalty or word-of-mouth.

Key features of the EKB model include its recognition of information processing as a dynamic, non-linear process and its integration of both routine and extended decision-making paths. It also emphasizes how external stimuli and internal motivations shape search strategies and choice criteria. While widely taught as a foundational model in consumer behavior, critics note its simplifications and limited applicability to modern digital and online decision environments. Nevertheless, the EKB model remains a foundational reference for understanding consumer information processing and decision-making.