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

Confronted with the decreasing effectiveness of their classic marketing communications, event-marketing has become an increasingly popular alternative for marketers in dealing with a changing marketing environment. Event-marketing is the creation of 3-dimensional 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 marketing-events. To narrow this information gap, this research, based on a thorough literature review, has developed a conceptual framework of how event-marketing works. This proposed framework suggest that consumers’ motivations to participate in marketing-events are determined by their predispositional involvement either in the event-object, the event-content, the event-marketing strategy or the expected social interaction at the event.



Citation:

Markus Wohlfeil and Susan Whelan (2005) ,"Consumer Motivations to Participate in Marketing-Events: the Role of Predispositional Involvement", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 125-130.

Authors

Markus Wohlfeil, Waterford Institute of Technology
Susan Whelan, Waterford Institute of Technology



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

Restrained by Resources: The Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (SES) on Consumer Preference for Feasibility

Lili Wang, Zhejiang University
Yanfen You, New Mexico State University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan

Read More

Featured

P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology

Heejung Park, University of Wyoming, USA

Read More

Featured

Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging

Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.