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

Citation

Wohlfeil M & Whelan S (2006) Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement. In: European Advances in Consumer Research. European Advances in Consumer Research, 7. Association for Consumer Research, pp. 125-131. http://www.acrwebsite.org/volumes/eacr/vol7/EuropeanVolume7_16.pdf

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 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.

Keywords
event-marketing; experiential marketing; marketing-events; marketing communications; consumer-brand relationships; consumer motivations; consumer involvement; situational involvement; predispositional involvement