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 Consumers’ knowledge about products exists at various levels as if they were in a hierarchy Product Class Product Form Brand Model/Feature Abstract ------------------------------------------------- Concrete

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

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

Types of Product Knowledge Bundle of Attributes Consequences Values

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

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.

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

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

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

Types of Product Knowledge Bundle of Attributes Consequences Values Product Self

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.

Means-End Chains of Product Knowledge Attributes

Means-End Chains of Product Knowledge Attributes Consequences

Means-End Chains of Product Knowledge Attributes Consequences Values

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

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.

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

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

Factors Influencing Involvement 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.

Model of Consumer Product Involvement Consumer characteristics Product characteristics Environmental characteristics

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

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

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