This document discusses consumers' perceptions of self-relevance for products and how it influences their level of involvement. It identifies two types of self-relevance - intrinsic from stored personal knowledge and situational from environmental factors. Consumers can be categorized into four segments based on their varying levels of self-relevance and brand loyalty.

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: people's 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 character
4. Consumers' product knowledge and involvement.mmap - 18/11/2010 -