A motivational process model of product involvement and consumer risk perception

A motivational process model of product involvement and consumer risk perception Within consumer psychology, both product involvement and perceived risk are viewed tobe motivational constructs, influencing subsequent consumer behaviors such as information search and dissemination, as well as extensiveness of the decision-making process. While these constructs are closely related, extant research reveals considerable ambiguity regarding the psychological mechanisms by which components of these two constructs influence one another. This article presents a conceptual motivational process model, explicating the processes by which involvement and consumer risk perceptions are caused, and influence one another, as well as subsequent behavioral responses of consumers. An empirical study, carried out to test the motivational process model and the hypothesized causal relationships finds overall support. Implications of this research for marketers and consumer psychologists are discussed and suggestions for future research are provided. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

A motivational process model of product involvement and consumer risk perception

European Journal of Marketing, Volume 35 (11/12): 23 – Dec 1, 2001

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000006479
Publisher site
See Article on Publisher Site

Abstract

Within consumer psychology, both product involvement and perceived risk are viewed tobe motivational constructs, influencing subsequent consumer behaviors such as information search and dissemination, as well as extensiveness of the decision-making process. While these constructs are closely related, extant research reveals considerable ambiguity regarding the psychological mechanisms by which components of these two constructs influence one another. This article presents a conceptual motivational process model, explicating the processes by which involvement and consumer risk perceptions are caused, and influence one another, as well as subsequent behavioral responses of consumers. An empirical study, carried out to test the motivational process model and the hypothesized causal relationships finds overall support. Implications of this research for marketers and consumer psychologists are discussed and suggestions for future research are provided.

Journal

European Journal of MarketingEmerald Publishing

Published: Dec 1, 2001

Keywords: Consumer’s risk; Perception; Consumer behaviour; Involvement

References

  • Application of the personal involvement inventory in marketing
    Flynn, L.R.; Goldsmith, R.E.
  • Consumer perceived risk: conceptualisations and models
    Mitchell, V.
  • The elaboration likelihood model of persuasion
    Petty, R.E.; Cacioppo, J.T.
  • Perceived risk: further considerations for the marketing discipline
    Stone, R.N.; Grønhaug, K.
  • Involvement and risk
    Venkatraman, M.

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