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5. Ethical influence:

Helping people follow through on choices they already believe in. That’s how you build long-term support, not one-off transactions.

4. Quick exercise:

Pick one campaign and ask: does it score high on attitude, norms, and control?

Fix the weakest part first.

➡ Perceived behavioural control : “Can I actually do this?”

Even willing people won’t act if it feels hard. Simplify steps, offer options, show small contributions matter.

3. When all three are aligned (positive attitude, supportive norms, and high perceived control) intention turns into action.

➡ Subjective norms: “What do people like me do?”

Social proof drives behaviour. Show community participation, testimonials, and team goals to normalize action.

2. The theory says:

Intention is the strongest predictor of behaviour and intention is shaped by 3 things.

➡ Attitude: “Is this worth it?”

If people believe the action creates real value, they’ll intend to do it. Use impact numbers and real stories, not guilt.

Learn more in Marketing Skills Hub free education series, where we teach the psychology of marketing, step by step here: marketingskillshub.com/p/ekb-model-...

#ConsumerBehaviour #EthicalMarketing #MarketingEducation

8️ When you respect that process, you build more than sales, you build relationships.

Because real marketing isn’t manipulation.
It’s empathy in action. 💙

7️ The EKB Model reminds us:

Marketing doesn’t end when they click “buy” or “donate.”

It’s a cycle of emotion, trust, and meaning.

6️ Step 5: Post-Purchase Evaluation

After action, people ask:

- “Was it worth it?”

This is where loyalty lives.

💌 Send thank-yous, updates, impact stories — show they mattered.

5️ Step 4: Purchase / Donation Decision
It’s go time.

Make it easy and human:

- Simple checkout or donation form
- Clear CTA (“Feed a family today”)
- Right story, right moment

4️ Step 3: Evaluation of Alternatives

Now they compare.

- “Should I buy this one?”
- “Should I donate here or there?”

Win this stage with trust, transparency, and emotional connection.

3️ Step 2: Information Search

People start looking for answers.

They Google. They ask. They scroll.

Be where they search, with stories, clarity, and meaning.

2️ Step 1: Problem Recognition

Every decision starts with a need.
Something feels missing.

- For businesses: “I need this.”
- For charities: “I want to help.”

Your job? Make that need felt, authentically.

7/

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6/ 🚧 We're building in public.

That means weekly updates, open development, and real-time collaboration.

If you’re a developer, marketer, designer, or charity worker — we want to build this with you, not just for you.

5/ Our focus?

Helping you spend less time fighting tech…

And more time making a difference.

Whether you’re running a shelter, a support network, or a youth programme — we’ve got your back.

4/

🚫 No upsells.
🚫 No dark patterns.
🚫 No locking features behind a paywall.

We believe technology for good should be accessible — not a luxury.

3/ We’re not a startup chasing VC funding.

We’re a mission-led project run by real people who’ve worked in marketing, tech, and the charity sector, and got tired of watching small teams get left behind.