Week Two - Engel Kollat-The Blackwell Model

I hope you will find my explanation on The Blackwell Model helpful as much as The Howard- Sheth Model.
Tuck (1976) describes that Engel Kollat-The Blackwell Model “Used the concepts of behavioral science in an attempt to model, in a way both detailed and capable of general applications, the process which the consumers must go through in decision.” 
This model was designed to explain the increasing amount of knowledge about consumer behavior. The center of the model is due to five stages. These include problem recognition, alternate evaluation, search for alternatives, purchase and outcomes. However it is not essential for the consumer to go through every stage. The consumer gathers information from marketing and non-marketing research, which influences the ‘problem recognition’ stage of the decision making for the consumer. However if the consumer does still not conclude to a decision, the search for external information will be conducted to make the consumer have a final decision. The next stage is to process the information. This exists of the consumer’s exposure, attention, perception, and retention of incoming information. The consumer firstly needs to be exposed to the message, they then need to place the information, interpret the stimuli, and hold onto the message by allocating the information to the long-term memory. The final stage includes personal influences that affect all of the stages of the decision process. Individual characteristics such as values, social influences, culture and lifestyle. Situational influences, for example the consumer’s financial situation can influence the decision process.

Engel Kollat-The Blackwell Model

(Lashley and Upchurch, 2006)

I hope you have found this helpful and you now have a wider knowledge of Engel Kollat-The Blackwell Model . If you have another explanation of this theory, please provide the link in the comment box below.