Conditions - Product

5 important questions on Conditions - Product

What are the five conditions for the category product (incl. features, image, price, method of distribution, support and guarantees).

- Comparative advantage: meaningful benefits that competitor's products do not offer?
- High or low involvement products
- Utilitarian or hedonic prodcuts
- Pro-social or commercial products
- Search, experience or credence products

Is product involvement high or low when products are expensive, or lead to personal risks or may affect how the consumer is viewed by the consumer's peer group?

High involvement.

Describe the difference between utilitarian and hedonic products and the consequences for advertising messages.

Utilitarian: solves problem - describe relevant features and benefits.
Hedonic: enjoyment - emotional appeals.
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What is the difference between pro-social and commercial products and the consequences for the credibility of its message?

Pro-social: trying to help others - people are inclined to trust the ad's claim.
Commercial: self-serving - people tend to be wary.

How can products be classified in terms how consumers learn about them?

- Search: features can be checked prior to purchase.
- Experience: accurate evaluation only possible after usage of product.
- Credence: no accurate evaluation even after usage (due to lack of technical expertise or cost of finding out is higher than value of info).

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