EBK mode, also known as Engel, is a more complete and clear theory in the current consumer behavior. This model was proposed by the three people of Engel, Kollat, and Blackwell in 1968 and revised in 1984. The focus is on the analysis of the decision -making process. The entire mode is divided into 4 parts: ① central control system, that is, the consumer's psychological activity process; ② information processing; ③ decision -making process; ④ environment. It details see: web link
Isn't it the background of OTA, or the EBK background
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