Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement

Wohlfeil, Markus and Whelan, Susan (2005) Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement. In: Proceedings of the 7th European Association for Consumer Research Conference, 2005-01-01.

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Abstract

Confronted with the decreasing effectiveness of classic marketing communications, event-marketing has become an increasingly popular alternative for marketers in dealing with a changing marketing environment. Event-marketing is defined as the creation of 3-dimensional, interactive brand-related hyperrealities for consumers by staging marketing-events, which would result in an emotional attachment to the brand. However, as a pull strategy within marketing communications, successful event-marketing strategies require a thorough understanding of why consumers are motivated to voluntarily participate in those marketing-events. To narrow this information gap, this research, based on a thorough literature review, has developed a conceptual model suggesting that consumers’ motivations to participate in marketing-events are determined by their predispositional involvement either in the event-object, the event-content, event-marketing or the expected social interaction at the event. Thus, the main contribution is to the involvement and experiential consumption literature.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: event-marketing,experiential consumption,involvement,motivation
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Amanda Holland
Date Deposited: 11 Mar 2011 11:20
Last Modified: 21 May 2020 23:44
URI: https://ueaeprints.uea.ac.uk/id/eprint/25931
DOI:

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