chapter 4 - Chapter 4 Consumer Behavior Consumers Product...

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Chapter 4 Consumer Behavior- Consumers Product Knowledge and Involvement Levels of Product Knowledge: Product form- broader category that includes several brands that are similar in some important way Product class- broadest and most inclusive level of product knowledge and may include several forms Model- specific example of a brand that has one or more unique product features or attributes Consumers’ Product Knowledge: Bundles of Attributes o Concrete attributes- tangible, physical characteristics of a product o Abstract attributes- subjective, intangible characteristics Bundles of Benefits o Functional sequence- tangible outcomes of using a product that consumers experience rather directly o Psychosocial consequences- psychological and social outcomes of product use o Benefits- desirable consequences consumers seek when buying and using products and brands o Perceived risks- concern of the undesirable consequences that consumers want to avoid when they buy and use products
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