4. consumers' product knowledge and involvement


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4. consumers' product knowledge and involvement

  1. 1. consumers perceptions of personal relevance for an object, event or activity different focus of involvement: the level of this depends on two aspects self-relevance of the benefits or values satisfied of the means-end chains that are level of connection between the product activated knowledge level and the self-knowledge level intrinsic self-relevance: consumers means-end knowledge stored in memory situational self-relevance: aspects of the factors influencing it immediate physical/social environment understand the cogn and affective aspects of consumer-product relationships brand loyalists involvement routine brand buyers: low self-relevance but 4 market segments favorite brand with different levels of self-relevance information seekers: different brands mark applications: need the key reasons product class for purchase, key attributes, etc brand switchers: no product forn interest in buying the best levels of product knowledge brands intrinsic: connecting products to model/features important consequences and values influencing self situational: sales, premiums, relevance pricing strategies, linking a attributes product to a social cause three types of product knowledge benefits (positive consequences) (at each level) values it links cons know about product attributes with their know about most important product attributes consequences and values 4. Consumers what they mean 4 levels: attributes, funct cons, psychococial cons, values product knowledge products as bundles of attributes how consumer use this knowledge in identifyng them: product attributes most and involvement cogn processes means-end chain important, laddering interview basic ends consumer seek when they buy functional consequences: tangible outcomes and use certain products and brands psychosocial consequences: psychological and social outcomes instrumental: ways of behaving, eg. being indipendent physical terminal: broad psychological states, eg. happy, satisfied perceived risks: undesirable financial values: peoples broad life goals products as bundles of benefits consequences core: key elements in a self-schema, eg. functional environmental, awareness, respect for products as valued satisfiers psychosocial property strategy (what we say) and execution (how we say it, eg. slogan, music, etc) isolate our benefits in preference to competitors to ensure long term consistency for our message to reach an agreement between Brand and Agency to get a yardstick to measure ads submissions functional: do something that no other brand is promising to do eg. fairy psychosocial: emotional or other benefit (the promise) extension of the benefit, unique in the category copy strategies eg. axe parts information to helps consumers understand the benefit, optional support (reason to believe) eg. Cuba for cigars impressions that we want consumers to form about our brand, brand as a person brand character4. Consumers product knowledge and involvement.mmap - 18/11/2010 -