Chapter 4:

Consumers Product
Knowledge & Involvement

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

Levels of Product Knowledge

Consumers knowledge about products exists at
various levels as if they were in a hierarchy

Product
Class

Product
Form

Brand

Model/Feature

Abstract ------------------------------------------------- Concrete

Levels of Product Knowledge

Product
Class

Coffee

Product
Form

Brand

Ground

Folgers

Instant

Maxwell
House

Model/Feature

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

Abstract

Comfort

Abstract

$169.94

Concrete

Air Lock

Concrete

Types of Product Knowledge

Bundle of Benefits

I will look cool

Nike
running
shoes

run longer

Psychosocial

Functional

Benefits: Anticipated positive consequences

Risks: Potential negative consequences; functional, financial, psychosocial, physical
risks.

Types of Product Knowledge

Values: Broad goals in life

Be physically fit
Nike
running
shoes

Have good
health
Live a long life

Types of Values
Instrumental Values
Preferred modes of conduct or
ways of behaving

Terminal Values
Preferred states of being or
broad psychological states

Instrumental Values &Terminal

Values
Instrumental Values

Terminal Values

Ex. Competence

Ex. Personal
gratification

ambitious (hard-working)

social recognition

independent (self-reliant)

comfortable life

imaginative (creative)

pleasure (enjoyable life)

capable (competent)

Sense of
accomplishment

courageous

Types of Product Knowledge

Bundle of Attributes

Product

Consequences

Values

Self

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.

Means-End Chains of
Product Knowledge
Attributes

Means-End Chains of
Product Knowledge
Attributes

Consequences

Means-End Chains of
Product Knowledge
Attributes

Consequences

Values

Means-End Chain Model of

Consumers Product Knowledge
Terminal Values

Instrumental Values
Psychosocial Consequences

Functional Consequences
Abstract Attributes
Concrete Attributes

Means-End Chain Example:

Gillette Sensor Razor
BRAND

Sensor
Razor

ATTRIBUTES

CONSEQUENCES

VALUES

Spring
suspension
for twin
blades

Close shave

Be well
groomed

Lubricating
strip

Smooth, soft
shave

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.

Means-End Chain
Some product attributes can have more
than one means-end chain
Spend
too
much

Have less to
spend on
other things

Waste
of
money

Be well
groomed

Good
quality

Last a long
time

Good
value

Be
comfortable

High
Price

Consumers Product Involvement

INVOLVEMENT
The perceived importance or
personal relevance of an
object ore event.

Factors Influencing
Involvement
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 selfrelevant.

Model of Consumer
Product Involvement

Consumer
characteristics

Product
characteristics

Environmental
characteristics

Model of Consumer
Product Involvement

Consumer
characteristics
Personal
sources
Product
characteristics
Situational
sources
Environmental
characteristics

Model of Consumer
Product Involvement

Consumer
characteristics
Personal
sources
Product
characteristics

Involvement
Situational
sources

Environmental
characteristics

Model of Consumer
Product Involvement

Consumer
characteristics
Personal
sources
Product
characteristics

Involvement
Situational
sources

Environmental
characteristics

Decision
making