Knowledge function

The knowledge function gives a product the ability to provide meaning to the

consumer’s beliefs and experiences. In other words, it recognizes that people

are driven by the need to gain information to organize and understand their

environments. It fulfills the need for order, meaning, and structure.

An example of the knowledge function would be the consumer gaining infor-

mation about a new medical procedure through advertisements. Marketers

often use the knowledge function by applying “need-to-know” strategies in

their advertisements and marketing materials.

 You can use the cognitive needs of a consumer to approach this function

when trying to change an attitude. Provide the consumer with as much knowl-

edge and advice as possible. In this function, the consumer’s desire is to learn.

She wants to feel like an expert and like she’s making an educated decision.