مديريت

Thinking

Feeling

High involvement

Informative strategies for products that are technical in nature and purchased based on rational thinking and motives (cognition, affect, conation).  For examples, cars, house, computers, etc.

Affective strategies for products that provide psychological benefits (affect, cognition, conation.  For example, cosmetics, jewellery, fashion etc

Low involvement

Habit formation strategies for products that are bought repeatedly after researching first purchase decision - routine purchases (conation, cognition, affect).  For example tomato sauce, soap, toothpaste, etc

Self-satisfaction strategies for products seen as "life's little pleasures" (conation, affect, cognition).  For example, lollies, biscuits, magazines, impulse items, etc

(Source: adapted from http://www.ciadvertising.org/studies/student/99_spring/theory/huey/Effects/fcbgrid.htm, accessed 8 August 2003)

For your assignment, you are required to determine which quadrant of the FCB grid your product sits in for the particular target market you are focussing on, and explain the main implications for advertising.  What is interesting to note, is that with the exception of the high/thinking quadrant, none of the response processes in the other three segments are explained by the theoretical models for the traditional or alternative response hierarchies presented earlier in the chapter.  For example, the FCB grid provides for decision making for high involvement products that do not follow the traditional (learn-feel-do) models.  Likewise, neither of the low involvement quadrants follow the low involvement model that proposes a learn-do-feel response process.  So at this point, you could argue how the FCB grid has refined your analysis of the consumers' response process.  The FCB model has been developed by advertising practitioners as the basis of developing promotional messages which reflect a focus either primarily on rational (thinking) or psychological (feeling) motives, and explains why some high involvement products are advertised using primarily emotional appeals, while some low involvement products are advertised on more rational appeals.