Abstrakt: The aim of this paper is to find out how various product categories are influenced by rational or  emotional  appeals  and  the  level  of  involvement  in  purchasing  decisions  with  regard  to  selected demographic  characteristics  of Czech  consumers.  Scientific  research  is  based  on  the  theoretical assumptions of the Foote-Cone-Belding (hereafter FCB) model with newly formulated product categories that correspond to current Czech consumer behavior. The theoretical background of the paper covers the knowledge of cognitive consumer choice principles with emphasis on different appeals and a level of involvement within consumer decision. Primary research data were obtained using a questionnaire, on the online panel of research agency Ipsos, on 1,050 Czech respondents. The methods used are modified FCB  grid  based  on  previous  research  study,  Kolmogorov-Smirnov  test, Kruskal-Wallis  test  with  a  post hoc test using Dunn's test with Bonferroni correction, and positional maps. The results reveal not only how the newly defined product categories are influenced by rational or emotional appeals and high or low involvement, but also the differences of the theoretical FCB model in comparison with its practical implementation.  It  is  necessary  to  adapt  (extend)  this  model  according  to the specific  conditions  and identification features of different segments. The newly introduced transformed nine-quadrants concept of the FCB model is proposed to be applied.

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