An old model for a new age: Consumer decision making in participatory digital culture



Ashman, Rachel ORCID: 0000-0002-5579-6304, Solomon, Michael R and Wolny, Julia
(2015) An old model for a new age: Consumer decision making in participatory digital culture. Journal of Customer Behaviour, 14 (2). pp. 127-146.

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Abstract

The EBK decision-making model has long been a core theory of consumer behaviour. This paper conceptually unpicks it to explore if it can continue to be as relevant in today’s participatory online culture, where shopping is increasingly a decision-making process that is driven by a powerful social collective. In order to illustrate the digital world in which the EKB model now operates we present two fictional, yet realistic scenarios that illustrate the effects of participatory culture. We conclude that the old EKB model, with some minor tweaks, still provides valuable insights into and explanations of consumer decision-making. We conclude by setting a path for future research in this area.

Item Type: Article
Subjects: ?? H1 ??
Depositing User: Symplectic Admin
Date Deposited: 20 Oct 2015 08:00
Last Modified: 17 Dec 2022 01:16
DOI: 10.1362/147539215x14373846805743
Related URLs:
URI: https://livrepository.liverpool.ac.uk/id/eprint/2017340