Ch 4 Product Knowledge & Involvemen
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Transcript of Ch 4 Product Knowledge & Involvemen
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Chapter 4:
Consumers ProductKnowledge & Involvement
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AgendaO Levels of product knowledge
O Types of product knowledge
O Concrete, abstract attributesO Functional/psychosocial consequences &
benefits/risk
O Instrumental/terminal values
O Means-ends chains
O InvolvementO Intrinsic/situational involvement
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Levels of Product Knowledge
ProductClass
BrandProduct
FormModel/Feature
Consumers knowledge about products exists atvarious levels as if they were in a hierarchy
Abstract ------------------------------------------------- Concrete
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Levels of Product Knowledge
ProductClass BrandProductForm Model/Feature
Coffee Ground
Instant
FolgersMaxwellHouse
1-pound can
8-ounce jar
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Types of Product Knowledge
Bundle of Attributes
Consequences
Values
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Types of Product Knowledge
Bundle of Attributes
Nikerunningshoes
Style
Comfort
$169.94
Air Lock Concrete
Abstract
Abstract
Concrete
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Types of Product KnowledgeBundle of Benefits
Nikerunningshoes
I will look cool
run longer
Benefits: Anticipated positive consequences
Risks: Potential negative consequences; functional, financial, psychosocial, physical
risks.
Psychosocial
Functional
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Types of Product KnowledgeValues: Broad goals in life
Be physically fit
Have goodhealth
Live a long life
Nikerunning
shoes
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Instrumental Values
Preferred modes of conduct or
ways of behaving
Types of Values
Terminal Values
Preferred states of being orbroad psychological states
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Instrumental Values &TerminalValues
Instrumental ValuesEx. Competence
ambitious (hard-working)
independent (self-reliant)
imaginative (creative)
capable (competent)
courageous
Terminal ValuesEx. Personalgratification
social recognition
comfortable life
pleasure (enjoyable life)
Sense ofaccomplishment
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Types of Product Knowledge
Bundle of Attributes
Consequences
Values
Product
Self
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A means-end chain is a knowledgestructure that connects consumers
meanings about product attributes,consequences, and values.
The means-end chain provides a morecomplete understanding of consumers
product knowledge.
The Means-End Chain
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Attributes
Means-End Chains ofProduct Knowledge
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Attributes
Consequences
Means-End Chains ofProduct Knowledge
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Attributes
Consequences
Values
Means-End Chains ofProduct Knowledge
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Terminal Values
Means-End Chain Model ofConsumers Product Knowledge
Instrumental Values
Psychosocial Consequences
Functional Consequences
Abstract Attributes
Concrete Attributes
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Means-End Chain Example:Gillette Sensor Razor
BRAND ATTRIBUTES CONSEQUENCES VALUES
SensorRazor
Springsuspension
for twinblades
Lubricatingstrip
Close shave
Smooth, softshave
Be wellgroomed
Becomfortable
Laddering is the technique used for uncovering means-ends chains; it involves asking Why
brand? What attribute? Why attribute? Why consequence? What value? Etc.
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Some product attributes can have morethan one means-end chain
Means-End Chain
High
Price
Spendtoo
much
Goodquality
Have less tospend on
other things
Last a longtime
Wasteof
money
Goodvalue
Be wellgroomed
Becomfortable
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Consumers Product Involvement
INVOLVEMENT
The perceived importance orpersonal relevance of an
object ore event.
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Personal sources of involvement
Means-end knowledge stored inconsumers memories.
Factors Influencing
Involvement
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Situational sources of involvement
Aspects of the immediate physical andsocial environment that activate
important consequences and values andlink them to product attributes, thus
making products and brands seem self-relevant.
Factors Influencing
Involvement
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Model of ConsumerProduct Involvement
Consumer
characteristics
Productcharacteristics
Environmentalcharacteristics
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Model of ConsumerProduct Involvement
Consumer
characteristics
Productcharacteristics
Environmentalcharacteristics
Personalsources
Situationalsources
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Model of ConsumerProduct Involvement
Consumer
characteristics
Productcharacteristics
Environmentalcharacteristics
Personalsources
Situationalsources
Involvement
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Model of ConsumerProduct Involvement
Consumer
characteristics
Productcharacteristics
Environmentalcharacteristics
Personalsources
Situationalsources
Involvement Decisionmaking