Lecture 5

About the model The model has emphasised on the conscious decision making process adopted by a consumer. The model is easy to understand and is flexible. This model recognises that a consumer may not go through all the steps always. This is because in case of repeat purchases the consumer may bypass some of the steps. One limitation, the inclusion of environmental variables and general motivating influences but not specifying the effect of these on the buyer behaviour.

Engel, Blackwell and Minirad (EBM) Model: It shares certain things with Howard-Sheth model. The core of the EBM model is a decision process which is augmented with inputs from information processing and other influencing factors. Four sections of the Model: Input Information Processing Decision process and Variables influencing decision process.

The EBM Model when compared to the Howard-seth model is more coherent and flexible than the latter. This model also includes human processes like memory, information processing and considers both the positive and negative purchase out comes.

Table 16.7 Hypothetical Use of Popular Decision Rules in Making a Decision to Purchase an Ultralight Laptop DECISION RULE MENTAL STATEMENT Compensatory rule“I selected the computer that came out best when I balanced the good ratings against the bad ratings.” Conjunctive rule“I selected the computer that had no bad features.” Disjunctive rule“I picked the computer that excelled in at least one attribute.” Lexicographic rule“I looked at the feature that was most important to me and chose the computer that ranked highest on that attribute.” Affect referral rule“I bought the brand with the highest overall rating.”