consumer behaviour product knowledge & involvement

1. Chapter 4:
Consumers’ Product
Knowledge & Involvement

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

5. Types of Product Knowledge
Bundle of Attributes
Consequences
Values

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

7. Types of Product Knowledge
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 Product Knowledge
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 Product Knowledge
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 Model of
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
Some product 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