Chapter 4: Consumers Product Knowledge

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Chapter 4 Consumers Product
Knowledge Involvement
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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

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