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Ch 4 product knowledge & involvement
This chapter discusses consumers' product knowledge and involvement. It covers levels of product knowledge from abstract to concrete, as well as types of knowledge including attributes, consequences, values, and means-end chains. Means-end chains connect product attributes to consequences and personal values. Involvement is influenced by both personal and situational factors, and refers to the perceived importance of a product. High involvement indicates more complex decision making.
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Ch 4 product knowledge & involvement
- 1. Chapter 4: Consumers’Product Knowledge & Involvement
- 2. Agenda O Levelsof product knowledge O Types of product knowledge O Concrete, abstract attributes O Functional/psychosocial consequences & benefits/risk O Instrumental/terminal values O Means-ends chains O Involvement O Intrinsic/situational involvement
- 3. Levels of ProductKnowledge Consumers’ knowledge about products exists at various levels as if they were in a hierarchy Product Class Brand Product Form Model/Feature Abstract ------------------------------------------------- Concrete
- 4. Levels of ProductKnowledge Product Class Brand Product Form Model/Feature Coffee Ground Instant Folgers Maxwell House 1-pound can 8-ounce jar
- 5. Types of ProductKnowledge Bundle of Attributes Consequences Values
- 6. Types of ProductKnowledge Bundle of Attributes Nike running shoes Style Comfort $169.94 Abstract Abstract Concrete Air Lock Concrete
- 7. Types of ProductKnowledge Bundle of Benefits Nike running shoes “I will look cool” “run longer” Benefits: Anticipated positive consequences Risks: Potential negative consequences; functional, financial, psychosocial, physical risks. Psychosocial Functional
- 8. Types of ProductKnowledge Values: Broad goals in life Be physically fit Have good health Live a long life Nike running shoes
- 9. Types of Values Instrumental Values Preferred modes of conduct or ways of behaving Terminal Values Preferred states of being or broad psychological states
- 10. Instrumental Values &Terminal Values Instrumental 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
- 11. Types of ProductKnowledge Bundle of Attributes Consequences Values Product Self
- 12. 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.
- 13. Means-End Chains of Product Knowledge Attributes
- 14. Means-End Chains of Product Knowledge Attributes Consequences
- 15. Means-End Chains of Product Knowledge Attributes Consequences Values
- 16. Means-End Chain Modelof Consumer’s Product Knowledge Terminal Values Instrumental Values Psychosocial Consequences Functional Consequences Abstract Attributes Concrete Attributes
- 17. Means-End Chain Example: Gillette Sensor Razor BRAND ATTRIBUTES CONSEQUENCES VALUES Sensor Razor Spring suspension for twin blades Lubricating strip Close shave Smooth, soft shave Be well groomed 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.
- 18. Means-End Chain Someproduct attributes can have more than one means-end chain High Price Spend too much Good quality Have less to spend on other things Last a long time Waste of money Good value Be well groomed Be comfortable
- 19. Consumers’ Product Involvement INVOLVEMENT The perceived importance or personal relevance of an object ore event.
- 20. Factors Influencing Involvement Personal sources of involvement Means-end knowledge stored in consumers’ memories.
- 21. 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.
- 22. Model of Consumer Product Involvement Consumer characteristics Product characteristics Environmental characteristics
- 23. Model of Consumer Product Involvement Consumer characteristics Product characteristics Environmental characteristics Personal sources Situational sources
- 24. Model of Consumer Product Involvement Consumer characteristics Product characteristics Environmental characteristics Personal sources Situational sources Involvement
- 25. Model of Consumer Product Involvement Consumer characteristics Product characteristics Environmental characteristics Personal sources Situational sources Involvement Decision making