Updating the Foote, Cone & Belding Grid: Revisiting the product classifications of the FCB Grid for online shopping and contemporary consumers’ decision making
Hyuk Jun Cheong and Yunjae Cheong
This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.
Practitioners should not depend on the myth that consumers exclusively consider
products’ emotional values (e.g., design, colors, brands’ sign values)
or functional benefits (e.g., durability). Consumers may...