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

Markus Wohlfeil, Susan Whelan

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

    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.
    Original languageEnglish
    Title of host publicationEuropean Advances in Consumer Research
    PublisherDuluth, MN: Association for Consumer Research
    Pages125-131
    Volume7
    ISBN (Print)0-915552-55-8
    Publication statusPublished - 2006

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