FCB Grid

 At the upper left, Quadrant 1 decisions are

based on highly involved thinking. Purchase
requires information first, which leads to
awareness and a considered buy. A Leica needs
analysis. There’s also emotion, which pushes
the German camera closer to the rightmost
feeling side of the chart, but it’s a thoughtful
purchase. Health insurance is on the top of high
involvement, above high-end optics. Ironically, it
just slightly more to the rightmost feeling side of
the chart because it’s more important (or costs
more) than the camera.
 At the upper right, Quadrant 2 decisions are
based on highly involved feeling. Purchase
requires reflection first, as personal ego and self-
esteem cajole us to buy. Skin softening soap is
just at the beginning of the feeling side of the
grid. Perfume blows it away, ending up on the
far right of feeling. Fragrance evokes higher
feeling than a Hallmark card, and also requires
higher involvement.
 At the lower left, Quadrant 3 decisions are
based on lowly involved thinking. Purchase of
practical goods based on habit and routine
behavior. We learn about the product only after
taking it home and not before. It’s the detergent
we assess after the first wash. It’s also Yelp.
 At the lower right, Quadrant 4 decisions are
based on lowly involved feeling. It’s the
purchase of pleasure products driven by quick
personal or peer-led satisfaction. Quadrant
four’s motto is: “Just do it.” Cookies are a low
intellectual item, the less you think about them,
the more you want them. Like Spotify at work.