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Chapter 4:
Consumers’ Product
Knowledge & Involvement
Agenda
O Levels of product knowledge
O Types of product knowledgeO Concrete, abstract attributes
O Functional/psychosocial consequences &
benefits/risk
O Instrumental/terminal values
O Means-ends chains
O InvolvementO Intrinsic/situational involvement
Levels of Product Knowledge
Product Class
BrandProduct
FormModel/Feature
Consumers’ knowledge about products exists at
various levels as if they were in a hierarchy
Abstract ------------------------------------------------- Concrete
Levels of Product Knowledge
Product Class Brand
Product Form Model/Feature
CoffeeGround
Instant
Folgers
Maxwell
House
1-pound can
8-ounce jar
Types of Product Knowledge
Bundle of Attributes
Consequences
Values
Types of Product Knowledge
Bundle of Attributes
Nike
running
shoes
Style
Comfort
$169.94
Air Lock Concrete
Abstract
Abstract
Concrete
Types of Product KnowledgeBundle 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
Types of Product KnowledgeValues: Broad goals in life
Be physically fit
Have good
health
Live a long life
Nike
running
shoes
Instrumental Values
Preferred modes of conduct or
ways of behaving
Types of Values
Terminal Values
Preferred states of being or
broad psychological states
Instrumental Values &Terminal
Values
Instrumental Values Ex. Competence
ambitious (hard-working)
independent (self-reliant)
imaginative (creative)
capable (competent)
courageous
Terminal ValuesEx. Personal
gratification
social recognition
comfortable life
pleasure (enjoyable life)
Sense of
accomplishment
Types of Product Knowledge
Bundle of Attributes
Consequences
Values
Product
Self
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.
The Means-End Chain
Attributes
Means-End Chains of
Product Knowledge
Attributes
Consequences
Means-End Chains of
Product Knowledge
Attributes
Consequences
Values
Means-End Chains of
Product Knowledge
Terminal Values
Means-End Chain Model of
Consumer’s Product Knowledge
Instrumental Values
Psychosocial Consequences
Functional Consequences
Abstract Attributes
Concrete Attributes
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.
Some product attributes can have more
than one means-end chain
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
Consumers’ Product Involvement
INVOLVEMENT
The perceived importance or
personal relevance of an
object ore event.
Personal sources of involvement
Means-end knowledge stored in
consumers’ memories.
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.
Factors Influencing
Involvement
Model of Consumer
Product Involvement
Consumer
characteristics
Product
characteristics
Environmental
characteristics
Model of Consumer
Product Involvement
Consumer
characteristics
Product
characteristics
Environmental
characteristics
Personal
sources
Situational
sources
Model of Consumer
Product Involvement
Consumer
characteristics
Product
characteristics
Environmental
characteristics
Personal
sources
Situational
sources
Involvement
Model of Consumer
Product Involvement
Consumer
characteristics
Product
characteristics
Environmental
characteristics
Personal
sources
Situational
sources
Involvement Decision
making
