Mar 3503 Lecture 10: Ch 4 Part 1 Notes
Document Summary
Consumers use different levels of product knowledge to interpret new information and make purchase choices. Product knowledge can be at four levels: Consumers can have three types of product knowledge: Knowledge about the attributes or characteristics of products. The positive consequences or benefits of using products. The values the product helps consumers satisfy or achieve. Consumers often think about products and brands as bundles of attributes. Which product attributes are most important to consumers. How consumers use this knowledge in cognitive processes. Consumers think about products and brands in terms of consequences. Tangible outcomes of using a product that consumers experience rather directly. The psychological and social outcomes of product use. Consumers think about products and brands as bundles of benefits. Benefits are the desirable consequences consumers seek when buying and using products and brands. Consumers can be divided through a process called benefit segmentation. The undesirable consequences that consumers want to avoid when they buy and use products.