1. Means-End Chain2. Consumer product involvement

Shutin WangYiming LiElina RankioDorde Lukovic

Consumer Behavior Wrap Up

MCA Consumer Behavior

Prof. Dr. J. Roosen

The Walt Disney Company a.k.a Disney

• Multinational mass media company based in California, USA

• Founded in 1923 by brothers Walt and Roy Disney

• Masters of storytelling

• Beloved by people of all ages

• Became synonym for every animated movie or anything else that relates with imagination

• Flagship characters and movies: Mickey Mouse and the gang, Snow White, Peter Pan, Cinderella, Sleeping Beauty, The Lion King, Pirates of the Caribbean, Frozen, etc.

• World second largest broadcasting company (after Comcast)

• Focus on theater, radio, music, publishing and online media

• Marketing more mature content than is associated with their family- oriented brands

Disney HYPERREALITY

(simulation of reality which is desirable for people to embrace)

Means-End chains

• Definition:This approach assumes that people link very specific product

attributes (indirectly) to terminal values; we choose

among alternative means to attain some end state we value

(such as freedom or safety). Thus, we value products to

the extent that they provide the means to some end we

desire.

Means-End Chain Theory:

Application: Disney Animation

Questions and discussion:Marketing Implications of

MEC• provide a deeper understanding of consumers

product knowledge

• identify the basic end consumers seek when they buy of use certain brands or products

• give insights to consumer deeper purchasing motivation

• identify consumer-product relationship

„A person’s perceived relevance of the object based on theirinherent needs, values, and

interests”

Consumer Involvement

1. How engaged the consumer is when making the purchase decision

2. How the consumer bonds with the product emotionally

Consumer Involvement

Reasons for High Involvement

- Financial Risk

- Social Risk

- Personal Relevance

Consumer Involvement – types of Involvement

• Product Involvement How interested a consumer is in a product

• Message response involvementHow interested a consumer is to reflect on the

advertisement• Purchase situation involvement

How the buying of a product differs in situations• Enduring involvement

How important the product is for consumers self-concept

Consumer Involvement Case: Disney

Usually one could put movies and related merchandise in the category of

low involvement & emotional

But, Disney has actually built a brand and brand community, that some consumer are

highly committed to so also high involvement & emotional

Applicable would also be for example parents who just buy Disney product to their children

out of habitlow involvement & rational

Question for Discussion

Why is Consumer Involvement important for companies?

Resources:• About Disney, The Walt Disney Company;

http://thewaltdisneycompany.com/about-disney (17.01.2015.)

• Jean Baudrillard,”Simulacra and Simulations”; Selected Writings, ed. Mark Poster (Stanford; Stanford University Press, 1988), pp.166-184.

• Rodgers and Thorson, (2012) Advertising Theory, Routledge, NY

• Zakarin, (2013), Meet the World’s most Intense Disney Fans, available at [http://www.buzzfeed.com/jordanzakarin/disneys-fans-d23#.bpG72LqeD]

Thank you!

20.01.2015.