RT Journal Article SR Electronic T1 Updating the Foote, Cone & Belding Grid JF Journal of Advertising Research JO J Advert Res FD WARC SP 12 OP 29 DO 10.2501/JAR-2020-014 VO 61 IS 1 A1 Hyuk Jun Cheong A1 Yunjae Cheong YR 2021 UL http://www.journalofadvertisingresearch.com/content/61/1/12.abstract AB 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. Professionals utilize the grid as a strategic guideline for determining messages of their advertising campaigns, and researchers employ it as a theoretical background in their research. Despite its ubiquity, the FCB grid now needs to go beyond the original work, as newer products have emerged, and the Internet and social media have reshaped the consumer decision-making process. Many product purchases now take place online.