Consumer Behavior

Customer Product Knowledge

and Involvement

Cognitive Processes in
Decision Making

Influenced by

Motivation

Ability

E.g., involvement
E.g., knowledge

Opportunity

E.g., time pressure

Cognitive Processes in
Decision Making

Influenced by

Motivation

Ability

E.g., involvement
E.g., knowledge

Opportunity

E.g., time pressure

Objectives

Discuss how consumers think about

products
Describe how consumers form
knowledge structures called meansend chains
Show feelings of involvement are
determined by intrinsic self-relevance
Discuss how situational factors
influence means-end chains &
involvement

The Wheel of Consumer

Analysis

What is Milk?

Consumer Product Knowledge

Consumer Product Knowledge

Consumers can have three types of

product knowledge:

Attributes / characteristics of products

Consequences of using products
Values products help consumers satisfy
or achieve

Consumer Product Knowledge

Products as Bundle of Attributes

Consumers often think about products and

brands as bundles of attributes

Concrete attributes
Abstract attributes

Marketers need to know:

Which product attributes are most important

What those attributes mean to consumers

Adding Attributes

Removing Attributes

Meaningful Brands from

Meaningless Differentiation

P&G differentiates
instant Folger's
coffee by its "flaked
coffee crystals"
created through a
"unique, patented
process

Meaningful Brands from

Meaningless Differentiation

Products as Bundle of Benefits

Attributes must be
meaningful to yield
personally relevant benefits

Products as Bundle of Benefits

Consumers think about products and

brands in terms of consequences

Functional
Psychosocial

Consumers think about products and

brands as bundles of benefits

Idea behind benefit segmentation

Thinking of Products in Terms

of Benefits

Ads Reinforce Desired

Benefits

This ad for exercise

shows men a desired
state and suggests a
solution (magazine
subscription) to attain
it.

Benefits

Benefits

Meaningful Brands from

Meaningless Differentiation

Products as Bundle of Risks

Undesirable consequences
consumers want to avoid
Risks can be:

Physical
Financial
Functional
Psychosocial

Financial Risk

Functional Risk

Psychosocial
Risk

Psychosocial Risk

Products as Value Satisfiers

Values are peoples broad life goals

Types of values:

Instrumental
Terminal
Core

Form key elements in a self-schema

Instrumental & Terminal

Values

Appealing to Values

Means-Ends Chains of
Product Knowledge

Link attribute knowledge with

knowledge of consequences & values
Four levels

Attributes
Functional consequences
Psychosocial consequences
Values

Means-End Chain: Gillette

Means-End Chain Example

Value-Satisfier?

Involvement

Consumers perceptions of importance

or personal relevance

Motivational state that energizes &

directs consumers cognitive & affective
processes and behaviors

Involvement & Means-End

Chains

Involvement depends on

Importance or self-relevance of the ends

Strength of connections between product
knowledge level & self-knowledge level

Factors Influencing Involvement

Involvement influenced by two sources

of self-relevance

Intrinsic
Situational

What marketers need to understand

Focus of consumers involvement

Sources that create it

Increasing Involvement

Appeal to hedonistic needs

Use novel or prominent stimuli in
commercials
Include celebrity endorsers in
commercials
Build consumer bonds via ongoing
consumer relationships
Customization

Influencing Intrinsic Involvement

Appeal to Hedonistic Needs

Prominent Stimuli

Novel Stimuli

Novel Stimuli

The Swiss Potato

Board is trying to
increase
involvement with
its product. The ad
reads, Recipes
against boredom.

Celebrity Endorsers