W3 the effect of involvement, the role of involvement in attention and comprehension processes (celsi, Olson)

Question 1

Three main factors that influence comprehension and attention

Answer 1

• Ability to process: As a function of the amount and type of knowledge that a person has acquired through experience
• Opportunity to process: Is largely determined by aspects of the immediate environment.
• Motivation: to process information has been conceptualized by most researchers in terms of consumer’s involvement with the informational stimuli.

Question 2

Research question:

Answer 2

How does involvement influence consumer’s attention and motivation ?

Question 3

• A consumer’s level of involvement with an object, situation, or action is determined by the degree to

Answer 3

which s/he perceives that concept to be personally relevant.

Question 4

• Personal relevance of a product perceived linkage between

Answer 4

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

Question 5

the type and intensity of personal relevance that is perceived in a situation also directs … and thereby affects the….. that are produced by attention and comprehension processes

Answer 5

the focus of cognitive processing
interpreted meanings

Question 6

Motivation to process information is a function of the

Answer 6

the personally relevant knowledge that is activated in memory in a particular situation.

Question 7

FELT INVOLVEMENT

Answer 7

a person’s subjective experience or feeling of personal relevance

Question 8

Source of involvement
Physical and social aspects of the immediate environment:

Answer 8

They become sources of situational relevance 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.

Question 9

Source of involvement Intrinsic characteristics of the individual

Answer 9

Are relatively stable, enduring structures of personally relevant knowledge, derived from past experience and stored in long-term memory.

Question 10

Effects of Felt Involvement on Attention and Comprehension Processes

Answer 10

: Motivation to Process
Consumers who experience greater felt involvement in an information processing situation should have greater motivation to attend to and comprehend the salient information in that situation

Question 11

what happens while in felt involvement state 2

Answer 11

These consumers should allocate greater cognitive resources and exert more energy in their attention and comprehension processes

Question 12

Moreover, higher levels of felt involvement should motivate consumers to produce

Answer 12

increasingly elaborate meanings about salient environmental stimuli

Question 13

(ISPR)

Answer 13

intrinsic sources of personal

Question 14

(SSPR)

Answer 14

situational sources of personal relevance

Question 15

attention hypothese

Answer 15

As their felt involvement with product information increases, consumers spend more time attending to the information.

Question 16

comprehension hypothese

Answer 16

H2As their felt involvement with product information increases, consumers produce a greater number of thoughts in response to the information

Question 17

process hypothese

Answer 17

H3As their felt involvement with product information increases, consumers produce a greater proportion of product-related thoughts relative to their total number of thoughts

Question 18

domain specific hypothese

Answer 18

H5Domain-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 19

Felt involvement was measured by

Answer 19

• The message in the ad was importantforme
• The ad didn’t have anything to do with me or my needs

Question 20

Effect

Answer 20

Higher level of involvement leading to higher level of attention and comprehension for ispr and sspr