3. Celsi & Olson (1998): The role of involvement in attention and comprehension processes Flashcards
Test several hypotheses concerting the effect of
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
Examining the process of attention and comprehension by which
consumers attend to salient aspects of their environments and comprehend or make sense of that information
Factors influencing comprehension and attention
ability to process
opportunity to process:
motivation to process:
ability to process:
a function of the amount and type of knowledge that a person has acquired through experience
opportunity to process
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
motivation to process:
consumers involvement with the information stimuli
RQ
How does involvement influence consumer’s attention and motivation?
involvement is determined by:
the degree to which he perceived that concept to be personally relevant
personal relevance of a product
linkage between an individual’s needs, goals, and values (self-knowledge) and their product knowledge (attributes and benefits)
in addition, the type and intensity of personal relevance that is perceived in a situation also directs
the focus of cognitive processing and thereby affects the interpreted meanings that are produced by attention and comprehension processes
Felt involvement
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
what is a function of the feeling of personal relevant knowledge
+ aproach by Tichins/Bloch:
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
Sources of involvement
2
(sspr)physical and social aspects of the immediate environment and
(ispr0intrinsic charateristics of the individual
physical and social aspects of the immediate envoronment become sources of situational relevance if (2) (sspr)
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
intrinsic characteristics of the individual (ispr)
intrinsic sources of personal relevance (ISPR)
are relatively stable, enduring structures of personally relevant knowledge, derived from past experience and stored in memory
2 sub questions
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?
Effects of felt involvement on attention and comprehension processes: motivation to process
greater levels of felt involvement should lead to greater motivation to attend to and comprehend the information in that situation:
Effects of felt involvement in an information processing situation 2
(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
Effects of domain knowledge on attention and comprehension processes: what is the ability to process ?
- ispr affects:
- domain knowldege affects:
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
Research overview
involvement domain
tennis
phase one
screening questionnaire measuring ISPR for playing tennis, knowledge about tennis rules, and past experience with tennis
phase two: experimental procedure 2 steps
(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
Measuring Intrinsic Sources of Personal Relevance (ISPR)
136 subjects were divided into four groups/levels of ISPR for level of playing tennis:
Experimental procedure: design
subjects in each of the four ISPR conditions were assigned to two levels of SSPR, baseline and higher
Experimental procedure: design treatment conditons
eight treatment conditions, a 2 x 4 (SSPR (baseline) by ISPR(level of tennis)) between groups factorial design
main effect
main effect of ISPR compared to SSPR, with higher level of involvement leading to higher level of attention
also holds for SSPR
H5 domain specific
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).
felt involvement was measured by 2
the message in the ad was important for me. the ad didnt have anything to do with me or my needs
felt involvement was measured by 2
the message in the ad was important for me. the ad didnt have anything to do with me or my needs
H1 attention
H1:Increase in ISPR increases consumers time attending to the information. (H1: time looking at ad)
H2 comprehension effort
when ISPR is higher consumers produce a
greater number of thoughts in response to the information.(H2: number of thoughts)
H3 focus of attention
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)
H4 elaboration
when ISPR is higher consumers produce a
greater proportion of product-related inferences relative to the total number of
thoughts.
differen baseline SSPR conditons
in every study baseline was lower in oppose to higher sspr but it followed same increase path
How is H4 elaboration measured?
product related thoughts were coded as inferential (deeper, semantic, cocnclusion) and non inferential (characteristics, simple info)
