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

Markus Wohlfeil, Susan Whelan

Research output: Contribution to conferencePaper

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
Publication statusPublished - 2005
EventProceedings of the 7th European Association for Consumer Research Conference - University of Gothenburg, Gothenburg/SWE: Association for Consumer Research
Duration: 1 Jan 2005 → …

Conference

ConferenceProceedings of the 7th European Association for Consumer Research Conference
CityUniversity of Gothenburg, Gothenburg/SWE: Association for Consumer Research
Period1/01/05 → …

Keywords

  • event-marketing
  • experiential consumption
  • involvement
  • Motivation

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