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

Wohlfeil, Markus and Whelan, Susan (2006) Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvemement. In: European Advances in Consumer Research. Duluth, MN: Association for Consumer Research, pp. 125-131. ISBN 0-915552-55-8

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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: Book Section
Departments or Groups: Waterford Crystal Marketing Studies Group
Divisions: School of Business > Department of Management and Organization
Date Deposited: 21 Feb 2007 22:27
Last Modified: 22 Aug 2016 10:25
URI: http://repository.wit.ie/id/eprint/301

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