Consumer Behavior: Products, Attributes, Benefits, and Decision Process

Essentials of Consumer Behavior, 2 Essentials of Consumer Behavior, 2nd ndEd. Ed. Debra Stephens Debra Stephens Chapter Three Perspectives on Products

Why do we purchase products? Means-End Analysis Product has attributes Attributes have consumer benefits Consumer benefits (aka consequences of using the product) help us achieve our goals Goals are expressions of our core values Attribute Consumer Benefit Goal/Value What features How did he benefit What personal goals Can we construct Eric s means-end chain for Peety? mutual rescue video Why and to whom might this be useful? did Eric want in a dog? from these features? did these benefits a help him achieve?

Attribute=product feature/characteristic Benefit or consequence =what consumer gets by using the product Examples Attributes vs Benefits or Consequences

Examples of messages connecting brands with goals or core P&G: Come clean to close the chore gap Squarespace: 5 to 9 Patagonia: Buy less. Demand more. values

Introduction to laddering interview How to elicit features or constructs using laddering Laddering interview excerpt: Conducting a laddering interview

Attributes Impact on Consumer s Decision Process SEC properties (attributes) describe the point in the purchase process when, if ever, consumers can accurately assess a product's performance. (ACR website)

SEC distinction is based on economics of information study of advertising claims Search claims can be accurately evaluated prior to purchase using: prior knowledge, direct product inspection, reasonable effort, and normal channels of information acquisition, such as expert reviews Search vs Experience vs Credence (SEC) Qualities Experience claims can be accurately evaluated only after the product has been purchased and used for a period of time Credence claims cannot be accurately evaluated even after the product is used because consumer lacks technical expertise or cost of obtaining accurate information is higher than its expected value. NOTE: A search attribute for one consumer may be a credence attribute for another

Attributes differ in potential to create customer satisfaction (CS) or dissatisfaction Attribute s importance in influencing CS varies depending on its perceived performance Basic attributes=minimum requirements Importance increases as level decreases (car has brakes, hotel has a bed and running water, smartphone makes calls) Performance attributes=importance does not vary (gas mileage, internet speed, battery life) Excitement attributes=unexpected (first smartphone with biometrics, first TV with OLED screen) Importance increases as level increases Attributes and Customer Satisfaction

How different attributes affect customer satisfaction (Kano model)

Dimensions of Product Involvement The personal interest a person has in a product category, its personal meaning or importance. The hedonic value of the product, its ability to provide pleasure and enjoyment. The sign value of the product, the degree to which it expresses the person's self. The perceived importance of the potential negative consequences associated with a poor choice of the product (risk importance). The perceived probability of making such a poor choice (risk probability). What determines how extensively we look into product attributes/benefits? Our level of product involvement

Create a means-end chain to gain insight into one of your recent major purchases. What does it reveal to you about your own motives for purchasing the product? Ch. 3 Learning Activity Using a 5-point scale (1- not involved to 5- very involved) how would you rate the product on each dimension of involvement? You should have five ratings, one for each dimension. What questions do you have for me?