Ch 4 Product Knowledge & Involvemen

8/10/2019 Ch 4 Product Knowledge & Involvemen

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Chapter 4:

Consumers ProductKnowledge & Involvement


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AgendaO Levels of product knowledge

O Types of product knowledge

O Concrete, abstract attributesO Functional/psychosocial consequences &

benefits/risk

O Instrumental/terminal values

O Means-ends chains

O InvolvementO Intrinsic/situational involvement


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Levels of Product Knowledge

ProductClass

BrandProduct

FormModel/Feature

Consumers knowledge about products exists atvarious levels as if they were in a hierarchy

Abstract ------------------------------------------------- Concrete


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Levels of Product Knowledge

ProductClass BrandProductForm Model/Feature

Coffee Ground

Instant

FolgersMaxwellHouse

1-pound can

8-ounce jar


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Types of Product Knowledge

Bundle of Attributes

Consequences

Values


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Nikerunningshoes

Style

Comfort

$169.94

Air Lock Concrete

Abstract

Abstract

Concrete


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Types of Product KnowledgeBundle of Benefits

Nikerunningshoes

I will look cool

run longer

Benefits: Anticipated positive consequences

Risks: Potential negative consequences; functional, financial, psychosocial, physical

risks.

Psychosocial

Functional


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Types of Product KnowledgeValues: Broad goals in life

Be physically fit

Have goodhealth

Live a long life

Nikerunning

shoes


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Instrumental Values

Preferred modes of conduct or

ways of behaving

Types of Values

Terminal Values

Preferred states of being orbroad psychological states


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Instrumental Values &TerminalValues

Instrumental ValuesEx. Competence

ambitious (hard-working)

independent (self-reliant)

imaginative (creative)

capable (competent)

courageous

Terminal ValuesEx. Personalgratification

social recognition

comfortable life

pleasure (enjoyable life)

Sense ofaccomplishment


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Consequences

Values

Product

Self


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A means-end chain is a knowledgestructure that connects consumers

meanings about product attributes,consequences, and values.

The means-end chain provides a morecomplete understanding of consumers

product knowledge.

The Means-End Chain


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Attributes

Means-End Chains ofProduct Knowledge


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Attributes

Consequences



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Attributes

Consequences

Values



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Terminal Values

Means-End Chain Model ofConsumers Product Knowledge

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

SensorRazor

Springsuspension

for twinblades

Lubricatingstrip

Close shave

Smooth, softshave

Be wellgroomed

Becomfortable

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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Some product attributes can have morethan one means-end chain

Means-End Chain

High

Price

Spendtoo

much

Goodquality

Have less tospend on

other things

Last a longtime

Wasteof

money

Goodvalue

Be wellgroomed

Becomfortable


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Consumers Product Involvement

INVOLVEMENT

The perceived importance orpersonal relevance of an

object ore event.


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Personal sources of involvement

Means-end knowledge stored inconsumers memories.

Factors Influencing

Involvement


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Situational sources of involvement

Aspects of the immediate physical andsocial environment that activate

important consequences and values andlink them to product attributes, thus

making products and brands seem self-relevant.

Factors Influencing

Involvement


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Model of ConsumerProduct Involvement

Consumer

characteristics

Productcharacteristics

Environmentalcharacteristics


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Consumer

characteristics



Personalsources

Situationalsources


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Consumer

characteristics



Personalsources

Situationalsources

Involvement


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Consumer

characteristics



Personalsources

Situationalsources

Involvement Decisionmaking

Documents

Ch 4 Product Knowledge & Involvemen