3. Celsi & Olson (1998): The role of involvement in attention and comprehension processes

Question 1

Test several hypotheses concerting the effect of

Answer 1

intrinsic and situational sources of personal relevance on felt involvement and on the amount of attention and comprehension effort, the focus on attention and comprehension processes, and the extent of cognitive elaboration during comprehension

Question 2

Examining the process of attention and comprehension by which

Answer 2

consumers attend to salient aspects of their environments and comprehend or make sense of that information

Question 3

Factors influencing comprehension and attention

Answer 3

ability to process
opportunity to process:
motivation to process:

Question 4

ability to process:

Answer 4

a function of the amount and type of knowledge that a person has acquired through experience

Question 5

opportunity to process

Answer 5

determined by aspects of the immediate environment:
1. situational distractions: noise, crowding, coupons or discount
2. amount of information: overload
3. format of the information: organized by brand or by attribute
4. the modality: print vs. broadcast

Question 6

motivation to process:

Answer 6

consumers involvement with the information stimuli

Question 7

RQ

Answer 7

How does involvement influence consumer’s attention and motivation?

Question 8

involvement is determined by:

Answer 8

the degree to which he perceived that concept to be personally relevant

Question 9

personal relevance of a product

Answer 9

linkage between an individual’s needs, goals, and values (self-knowledge) and their product knowledge (attributes and benefits)

Question 10

in addition, the type and intensity of personal relevance that is perceived in a situation also directs

Answer 10

the focus of cognitive processing and thereby affects the interpreted meanings that are produced by attention and comprehension processes

Question 11

Felt involvement

Answer 11

is feeling of personal relevance.= an acute state that only occurs at certain times and in certain situations
situation influences the goal and therefore the felt involvement

Question 12

what is a function of the feeling of personal relevant knowledge
+ aproach by Tichins/Bloch:

Answer 12

motivation to process that is activated in memory in a particular situation.
Richins and Bloch: emphasizes a person’s subjective experience or feeling of perceived relevance

Question 13

Sources of involvement
2

Answer 13

(sspr)physical and social aspects of the immediate environment and
(ispr0intrinsic charateristics of the individual

Question 14

physical and social aspects of the immediate envoronment become sources of situational relevance if (2) (sspr)

Answer 14

if they activate self-relevant
consequences, goals, and values and (2) the representations of these
stimuli are perceived to be closely associated with those important
consequences, goals, and values.
(SSPR) —> f.e. coupons, price reductions

Question 15

intrinsic characteristics of the individual (ispr)

Answer 15

intrinsic sources of personal relevance (ISPR)
are relatively stable, enduring structures of personally relevant knowledge, derived from past experience and stored in memory

Question 16

2 sub questions

Answer 16

How do different levels of SSPR and ISPR create motivational states of involvement?
—> How does that felt involvement affect various aspects of attention and comprehension processes?

Question 17

Effects of felt involvement on attention and comprehension processes: motivation to process

Answer 17

greater levels of felt involvement should lead to greater motivation to attend to and comprehend the information in that situation:

Question 18

Effects of felt involvement in an information processing situation 2

Answer 18

(1) allocate greater
cognitive resources and exert more energy in
their attention and comprehension processes
(2)
motivates consumers to produce increasingly
elaborate (uitgebreidere) meanings about environmental
stimuli

Question 19

Effects of domain knowledge on attention and comprehension processes: what is the ability to process ?
- ispr affects:
- domain knowldege affects:

Answer 19

the degree of elaboration and the types of meanings produced by
individuals in information processing situations are affected by their domain knowledge
consumers’ ISPR and their domain knowledge, exert independent and have separable effects on consumers’ attention and comprehension processes
- ISPR affects the attention/comprehension effort
- domain knowledge affects comprehension processes and meanings produced

Question 20

Research overview
involvement domain

Answer 20

tennis

Question 21

phase one

Answer 21

screening questionnaire measuring ISPR for playing tennis, knowledge about tennis rules, and past experience with tennis

Question 22

phase two: experimental procedure 2 steps

Answer 22

(1) a subgroup (136 subjects) received one of two manipulations of SSPR: information about tennis products
then,
(2) showed these subjects product information: six print ads for three tennis products.immediately following each pair of ads for each product

Question 23

Measuring Intrinsic Sources of Personal Relevance (ISPR)

Answer 23

136 subjects were divided into four groups/levels of ISPR for level of playing tennis:

Question 24

Experimental procedure: design

Answer 24

subjects in each of the four ISPR conditions were assigned to two levels of SSPR, baseline and higher

Question 25

Experimental procedure: design treatment conditons

Answer 25

eight treatment conditions, a 2 x 4 (SSPR (baseline) by ISPR(level of tennis)) between groups factorial design

Question 26

main effect

Answer 26

main effect of ISPR compared to SSPR, with higher level of involvement leading to higher level of attention
also holds for SSPR

Question 27

H5 domain specific

Answer 27

Domain-specific knowledge has a greater impact on comprehension than on
attention processes. In particular, domain knowledge affects the focus of
comprehension (proportion of product-related thoughts) and the outcomes of
elaboration processes (proportion of product-related inferences).

Question 28

felt involvement was measured by 2

Answer 28

the message in the ad was important for me. the ad didnt have anything to do with me or my needs

Question 29

felt involvement was measured by 2

Answer 29

the message in the ad was important for me. the ad didnt have anything to do with me or my needs

Question 30

H1 attention

Answer 30

H1:Increase in ISPR increases consumers time attending to the information. (H1: time looking at ad)

Question 31

H2 comprehension effort

Answer 31

when ISPR is higher consumers produce a
greater number of thoughts in response to the information.(H2: number of thoughts)

Question 32

H3 focus of attention

Answer 32

when ISPR is higher consumers produce a
greater proportion of product-related thoughts relative to their total number of thoughts (H3: how many product-related thoughts)

Question 33

H4 elaboration

Answer 33

when ISPR is higher consumers produce a
greater proportion of product-related inferences relative to the total number of
thoughts.

Question 34

differen baseline SSPR conditons

Answer 34

in every study baseline was lower in oppose to higher sspr but it followed same increase path

Question 35

How is H4 elaboration measured?

Answer 35

product related thoughts were coded as inferential (deeper, semantic, cocnclusion) and non inferential (characteristics, simple info)