Involved With What? the Impact of Heterogeneity in Goal Hierarchies on High Enduring Involvement

Glenn L. Christensen, The Pennsylvania State University
Jerry C. Olson, The Pennsylvania State University
ABSTRACT - We view goal hierarchies as the foundational structure supporting and focusing a consumer’s product involvement. As the underlying consumption goals change, the locus of their perceptions of personal relevance change as well. To demonstrate the feasibility of this view, we selected a group of highly-involved mountain bikers and assessed their goal hierarchies with regard to the sport. We found that over time and with greater experience, consumers’ goals change and this in turn changes the focus of their involvement with the product.
[ to cite ]:
Glenn L. Christensen and Jerry C. Olson (2001) ,"Involved With What? the Impact of Heterogeneity in Goal Hierarchies on High Enduring Involvement", in NA - Advances in Consumer Research Volume 28, eds. Mary C. Gilly and Joan Meyers-Levy, Valdosta, GA : Association for Consumer Research, Pages: 392.

Advances in Consumer Research Volume 28, 2001     Page 392

INVOLVED WITH WHAT? THE IMPACT OF HETEROGENEITY IN GOAL HIERARCHIES ON HIGH ENDURING INVOLVEMENT

Glenn L. Christensen, The Pennsylvania State University

Jerry C. Olson, The Pennsylvania State University

ABSTRACT -

We view goal hierarchies as the foundational structure supporting and focusing a consumer’s product involvement. As the underlying consumption goals change, the locus of their perceptions of personal relevance change as well. To demonstrate the feasibility of this view, we selected a group of highly-involved mountain bikers and assessed their goal hierarchies with regard to the sport. We found that over time and with greater experience, consumers’ goals change and this in turn changes the focus of their involvement with the product.

----------------------------------------