The information search and alternative evaluation stages in the EKB Model are the main stages in which consumers could learn to adopt much effective buying behaviour. The information search stage in the model effectively encourages the consumer activities for conducting product or service research before making a purchase. According to this stage, consumers could collect information about their required products or services from various sources so that the wisest purchase decision could be made (Vinerean et al., 2013).
The alternative evaluation stage in the model encourages consumers to compare collected information about products or services of different brands so that the best suitable one according to the need could be purchased. For example, a health conscious buyer of chocolate products could use the information search stage for collecting information about level of sugar and fat used to produce products of different chocolate brands so that the collected information could compared in the alternative evaluation stage to select the product with least health impacts (with lowest level of sugar and fat) (East et al., 2016).
Hence, consumers could apply their own sense of learning and information seeking efforts in the information search and alternative evaluation stages for responding to the best suitable stimuli. For example, both information search and alternative evaluation stages are useful for a product conscious customer seeking to buy a smart television. The customer can use both the stages for comparing, contrasting the offerings of different brands to them such as; products’ features, warranty period, pricing, and consumer reviews etc.