1. Chapter 4: Consumers’ Product Knowledge & Involvement

2. 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

3. 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

4. Levels of Product Knowledge
Product Class
Product Form
Brand
Model/Feature
Folgers
Maxwell House
Ground
Instant
1-pound can
8-ounce jar
Coffee

5. 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
Ballpoint
Felt tip
Bic
Pilot
Pens

6. Types of Product Knowledge
Bundle of Attributes
Consequences
Values

7. Types of Product Knowledge
Bundle of Attributes
Style
Abstract
Nike running shoes
Comfort
Abstract
$169.94
Concrete
Air Lock
Concrete

8. 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.

9. Types of Product Knowledge Values: Broad goals in life
Be physically fit
Nike running shoes
Have good health
Live a long life

10. Types of Values Instrumental Values
Preferred modes of conduct or ways of behaving
Terminal Values
Preferred states of being or broad psychological states

11. Instrumental Values &Terminal 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

12. Types of Product Knowledge
Bundle of Attributes
Consequences
Values
Product
Self

13. 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.

14. Means-End Chains of
Product Knowledge
Attributes

15. Means-End Chains of
Product Knowledge
Attributes
Consequences

16. Means-End Chains of
Product Knowledge
Attributes
Consequences
Values

17. Means-End Chain Model of Consumer’s Product Knowledge
Terminal Values
Instrumental Values
Psychosocial Consequences
Functional Consequences
Abstract Attributes
Concrete Attributes

18. Means-End Chain Example: Spring suspension for twin blades
Gillette Sensor Razor
BRAND
ATTRIBUTES
CONSEQUENCES
VALUES
Spring suspension for twin blades
Be well groomed
Close shave
Sensor Razor
Lubricating strip
Smooth, soft shave
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.

19. 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

20. Consumers’ Product Involvement
The perceived importance or personal relevance of an object ore event.

21. Factors Influencing Involvement
Personal sources of involvement
Means-end knowledge stored in consumers’ memories.

22. 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.

23. Model of Consumer Product Involvement
Consumer characteristics
Product characteristics
Environmental characteristics

24. Model of Consumer Product Involvement
Consumer characteristics
Personal sources
Product characteristics
Situational sources
Environmental characteristics

25. Model of Consumer Product Involvement
Consumer characteristics
Personal sources
Product characteristics
Involvement
Situational sources
Environmental characteristics

26. Model of Consumer Product Involvement
Consumer characteristics
Personal sources
Product characteristics
Decision making
Involvement
Situational sources
Environmental characteristics