Updating the Foote, Cone & Belding Grid: Revisiting the product classifications of the FCB Grid for online shopping and contemporary consumers’ decision making

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.
Cheong and Cheong


  • 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...