chapter 4: consumers’ product knowledge & involvement
TRANSCRIPT
Chapter 4: Consumers’ Product Knowledge & Involvement
Agenda
• Levels of product knowledge
• Types of product knowledge• Concrete, abstract attributes
• Functional/psychosocial consequences & benefits/risk
• Instrumental/terminal values
• Means-ends chains
• Involvement• Intrinsic/situational involvement
Levels of Product Knowledge
Product Class
BrandProduct
FormModel/Feature
Consumers’ knowledge about products exists at various levels as if they were in a hierarchy
Abstract ------------------------------------------------- Concrete
Levels of Product Knowledge
Product Class Brand
Product Form Model/Feature
CoffeeGround
Instant
Folgers
Maxwell House
1-pound can
8-ounce jar
Levels of Product Knowledge
Product Class Brand
Product Form Model/Feature
CoffeeGround
Instant
Folgers
Maxwell House
1-pound can
8-ounce jar
PensBallpoint
Felt tip
Bic
Pilot
$0.79 model, regular tip
$0.99 model, extra-fine tip
Types of Product Knowledge
Bundle of Attributes
Consequences
Values
Types of Product Knowledge
Bundle of Attributes
Nike running shoes
Style
Comfort
$169.94
Air Lock Concrete
Abstract
Abstract
Concrete
Types of Product Knowledge
Bundle of Benefits
Nike running shoes
“I will look cool”
“run longer”
Benefits: Anticipated positive consequences
Risks: Potential negative consequences; functional, financial, psychosocial, physical risks.
Psychosocial
Functional
Types of Product Knowledge
Values: Broad goals in life
Be physically fit
Have good health
Live a long life
Nike running shoes
Instrumental Values
Preferred modes of conduct or ways of behaving
Types of Values
Terminal Values
Preferred states of being or broad psychological states
Instrumental Values &Terminal Values
Instrumental Values
Ex. Competence
ambitious (hard-working)
independent (self-reliant)
imaginative (creative)
capable (competent)
courageous
Terminal ValuesEx. Personal gratification
social recognition
comfortable life
pleasure (enjoyable life)
Sense of accomplishment
Types of Product Knowledge
Bundle of Attributes
Consequences
Values
Product
Self
A means-end chain is a knowledge structure that connects consumers’ meanings about product attributes,
consequences, and values.
The means-end chain provides a more complete understanding of consumers’
product knowledge.
The Means-End Chain
Attributes
Means-End Chains of Product Knowledge
Attributes
Consequences
Means-End Chains of Product Knowledge
Attributes
Consequences
Values
Means-End Chains of Product Knowledge
Terminal Values
Means-End Chain Model of Consumer’s Product Knowledge
Instrumental Values
Psychosocial Consequences
Functional Consequences
Abstract Attributes
Concrete Attributes
Means-End Chain Example:Gillette Sensor Razor
BRAND ATTRIBUTES CONSEQUENCES VALUES
Sensor Razor
Spring suspension
for twin blades
Lubricating strip
Close shave
Smooth, soft shave
Be well groomed
Be comfortable
Laddering is the technique used for uncovering means-ends chains; it involves asking Why brand? What attribute? Why attribute? Why consequence? What value? Etc.
Some product attributes can have more than one means-end chain
Means-End Chain
High Price
Spend too
much
Good quality
Have less to spend on
other things
Last a long time
Waste of
money
Good value
Be well groomed
Be comfortable
Consumers’ Product Involvement
INVOLVEMENT
The perceived importance or personal relevance of an
object ore event.
Personal sources of involvement
Means-end knowledge stored in consumers’ memories.
Factors Influencing Involvement
Situational sources of involvement
Aspects of the immediate physical and social environment that activate
important consequences and values and link them to product attributes, thus
making products and brands seem self-relevant.
Factors Influencing Involvement
Model of Consumer Product Involvement
Consumer characteristics
Product characteristics
Environmental characteristics
Model of Consumer Product Involvement
Consumer characteristics
Product characteristics
Environmental characteristics
Personal sources
Situational sources
Model of Consumer Product Involvement
Consumer characteristics
Product characteristics
Environmental characteristics
Personal sources
Situational sources
Involvement
Model of Consumer Product Involvement
Consumer characteristics
Product characteristics
Environmental characteristics
Personal sources
Situational sources
Involvement Decision making