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.