Decision process modeling can provide useful insights to consumer behavior and can indicate successful marketing strategies. In this article, Uprichard analyzes in detail the Engel, Kollat, and Blackwell model of consumer decision processing. She discusses its practical application to marketing attendance at arts and cultural events

Over the past two decades, as competition for private and governmental support has increased, arts organizations in the have had to pay greater attention to earned income. First museums began charging a suggested contribution, and what a controversy that was; then concessions such as restaurants, bookstores, and gift shops were added (as were challenges from the IRS as to the ramifications on tax-exempt status). Mozart and Beethoven t-shirts proliferated. Danny Newman urged a concentrated sales-push strategy. The arts industry had taken the step from product concept to sales concept. Now it is time for the arts to embrace the marketing concept. Once a sacriligious word in the arts world, marketing has most often been defined within that world as audience development. But the assertation made by Kotler and Levy that the choice is not whether or not to market, but whether or not to do it well, is finally being accepted by the arts.

CONTENTS
Problem recognition.
The ideal state.
The actual state.
Determinants of search.
Cost of search.
Sources of information.
Diffusion of innovations.
Alternative evaluation.
Personality and lifestyle.
Attitudes and beliefs.
Brand and product attributes.
Choice.
Outcomes.
Conclusion.

Now it is time for the arts to embrace the marketing concept. Once a sacriligious word in the arts world, marketing has most often been defined within that world as audience development. But the assertation made by Kotler and Levy that the choice is not whether or not to market, but whether or not to do it well, is finally being accepted by the arts.