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  • Weak Cognitive Weak Affective Strong Cognitive & Strong Affective

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    Akashbaldwin
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    The document presents a model that segments consumers into four categories based on their cognitive involvement (strong or weak understanding of product attributes) and affective involvement (strong or weak emotional connection to the brand). The largest segment, comprising 46% of consumers, has strong cognitive involvement and strong affective involvement. These high involvement consumers are most impacted by communications emphasizing brand benefits. The second largest segment, comprising 24% of consumers, has weak cognitive involvement but strong affective involvement. These consumers are moved more by the emotional appeals of advertisements than discussions of functional benefits.

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    The document presents a model that segments consumers into four categories based on their cognitive involvement (strong or weak understanding of product attributes) and affective involvement (strong or weak emotional connection to the brand). The largest segment, comprising 46% of consumers, has strong cognitive involvement and strong affective involvement. These high involvement consumers are most impacted by communications emphasizing brand benefits. The second largest segment, comprising 24% of consumers, has weak cognitive involvement but strong affective involvement. These consumers are moved more by the emotional appeals of advertisements than discussions of functional benefits.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    9 views1 page

    Weak Cognitive Weak Affective Strong Cognitive & Strong Affective

    Uploaded by

    Akashbaldwin
    The document presents a model that segments consumers into four categories based on their cognitive involvement (strong or weak understanding of product attributes) and affective involvement (strong or weak emotional connection to the brand). The largest segment, comprising 46% of consumers, has strong cognitive involvement and strong affective involvement. These high involvement consumers are most impacted by communications emphasizing brand benefits. The second largest segment, comprising 24% of consumers, has weak cognitive involvement but strong affective involvement. These consumers are moved more by the emotional appeals of advertisements than discussions of functional benefits.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 1

    Strong Cognitive Weak Cognitive

    46% & 24% Weak Affective


    Strong Affective

    High Involvement Segment Low to Moderate Involvement Segment

    23% Strong Cognitive 7% Weak Cognitive


    Weak Affective Strong Affective

    Low Involvement Segment Low Involvement Segment

    • Toothpaste category brand Consumers are moved by the


    communications involving brand emotional appeal of the
    benefits have had an impact of advertisement & not the functional
    strong recall. benefits.
    • Not able to establish affective
    component.

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