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Both the trade press and academic research document the shift in consumption practices instigated by the rise of web-based 'participatory culture' where each user can be a producer, influencer and/or consumer of information (Han, 2011;Jenkins, 1992). Naturally, a growing stream of research is busy re-evaluating the applicability of long-established models and constructs in this new digital reality (Abstract The Engel, Kollatt, & Blackwell (EKB) 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.Rachel Ashman is a Lecturer in Marketing and early career researcher at the University of Liverpool, UK. She holds a BSc (hons) in Fashion and Textile Retailing, and a PhD in Digital Consumption from the University of Manchester, UK. Her research interests include fashion retailing, digital marketing and cultural aspects of consumption. And although she does not like to brag, she is also a fabulous baker, a culinary genius, an inspirational yoga teacher, an award-winning lecturer, a quiltmaking machine, a website designer and a proud vegan.

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