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Chapter 4 Consumers’ Product Knowledge and Involvement McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. Levels of Product Knowledge • Consumers use different levels of product knowledge to interpret new information and make purchase choices • How consumers form levels of knowledge • No one level of knowledge captures all the possible meanings of an object, event, or behavior 4-3 Levels of Product Knowledge cont. • Four levels of product knowledge – Product class – Product form – Brand – Model/features 4-4 Levels of Product Knowledge cont. 4-5 Consumers’ Product Knowledge • Three types of product knowledge 4-6 Consumers’ Product Knowledge cont. • Products as bundles of attributes – Attributes – Concrete attributes – Abstract attributes • Products as bundles of benefits – Consequences • Functional • Psychosocial 4-7 Consumers’ Product Knowledge cont. – Benefits • Bundles of benefits • Benefit segmentation – Perceived risks • • • • Physical Financial Functional Psychosocial 4-8 Consumers’ Product Knowledge cont. • Perceived risk influenced by – Degree of unpleasantness of negative consequences – Likelihood that negative consequences will occur – Products as value satisfiers • Values – Instrumental – Terminal – Core 4-9 Means-End Chains of Product Knowledge • Links consumers’ knowledge about product attributes with their knowledge about consequences and values 4-10 Means-End Chains of Product Knowledge 4-11 Means-End Chains of Product Knowledge cont. • Four levels of means-end chain – Attributes – Functional consequences – Psychosocial consequences – Values 4-12 Means-End Chains of Product Knowledge cont. • Examples of means-end chains 4-13 Means-End Chains of Product Knowledge cont. • Identifying consumers’ means-end chains – One-on-one personal interviews • Two basic steps involved • Marketing implications 4-14 Digging for Deeper Consumer Understanding • Focus groups • The ZMET approach to consumer knowledge • The ZMET interview • Marketing implications 4-15 Involvement • Consumers’ perceptions of importance or personal relevance for an object, event, or activity – A motivational state that energizes and directs consumers’ cognitive and affective processes and behaviors as decisions are made – Felt involvement 4-16 Involvement cont. • Focus of involvement – Products and brands – Physical objects – People – Activities or behaviors 4-17 Involvement cont. • The means-end basis for involvement – A consumers’ level of involvement or selfrelevance depends on two aspects of the means-end chains that are activated • Importance of self-relevance of the ends • Strength of connections between the product knowledge level and the self-knowledge level – Factors influencing involvement 4-18 Involvement cont. 4-19 Involvement cont. – Person’s level of involvement influenced by two sources of self-relevance • Intrinsic • Situational – What marketers need to understand • Focus of consumers’ involvement • Sources that create it 4-20 Marketing Implications • Understanding the key reasons for purchases • Understanding the consumer-product relationship 4-21 Marketing Implications cont. – Four market segments with different levels of intrinsic self-relevance for a product category and brand • • • • Brand loyalists Routine brand buyers Information seekers Brand switchers 4-22 Marketing Implications cont. – Influencing intrinsic self-relevance – Influencing situational self-relevance 4-23 Summary • Discussed the fact that consumers don’t buy products to get attributes • Learned that consumers think about products in terms of their desirable and undesirable consequences, benefits, and perceived risks • Described how consumers form knowledge structures called means-end chains 4-24 Summary cont. • Learned that consumers’ feelings of involvement are determined by intrinsic selfrelevance – the means-end knowledge stored in memory • Discussed situational factors in the environment and how they influence the content of activated means-end chains and thereby affect the involvement consumers experience when choosing which products and brands to buy 4-25