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
