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Personal involvement is related to increased search motivation and associated with activity in left BA44-a pilot study.

Schaefer M, Rumpel F, Sadrieh A, Reimann M, Denke C - Front Hum Neurosci (2015)

Bottom Line: Researchers suggested describing this distinction as low relative to high involvement consumer behavior.The current study aims to describe a behavioral measure that is associated with high involvement, the length of search behavior.Since this brain region is known to be involved in semantic memory, the results of this pilot study suggest that high involvement consumer behavior may be linked to cognitive load and attention towards a product.

View Article: PubMed Central - PubMed

Affiliation: Department of Neurology, Otto-von-Guericke University Magdeburg Magdeburg, Germany.

ABSTRACT
Numerous studies explore consumer perception of brands in a more or less passive way. This may still be representative for many situations or decisions we make each day. Nevertheless, sometimes we often actively search for and use information to make informed and reasoned choices, thus implying a rational and thinking consumer. Researchers suggested describing this distinction as low relative to high involvement consumer behavior. Although the involvement concept has been widely used to explain consumer behavior, behavioral and neural correlates of this concept are poorly understood. The current study aims to describe a behavioral measure that is associated with high involvement, the length of search behavior. A second aim of this study was to explore brain activations associated with involvement by employing functional magnetic resonance imaging (fMRI). We presented participants information cues for different products and told them that they had to answer questions with respect to these products at the end of the experiment. Participants were free to stop the information search if they think they gathered enough information or to continue with collecting information. Behavioral results confirmed our hypothesis of a relationship between searching behavior and personal involvement by demonstrating that the length of search correlated significantly with the degree of personal involvement of the participants. fMRI data revealed that personal involvement was associated with activation in BA44. Since this brain region is known to be involved in semantic memory, the results of this pilot study suggest that high involvement consumer behavior may be linked to cognitive load and attention towards a product.

No MeSH data available.


Related in: MedlinePlus

Behavioral results demonstrate correlation between cognitive scale of the involvement but not of the affective scale of the involvement questionnaire.
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Figure 2: Behavioral results demonstrate correlation between cognitive scale of the involvement but not of the affective scale of the involvement questionnaire.

Mentions: The mean number of viewed information cues was 19.36 (± 2.06 standard deviation) (total possible number of information cues was 30). Analysis of the behavioral data revealed correlations between self-reported involvement (RPII scores) and number of viewed stimuli (information cues): The number of viewed stimuli (collapsed across products for each individual) correlated significantly with the cognitive dimension of the RPII (r = 0.69, p < 0.05) (see Figure 2 and Table 1). Thus, our hypothesis that more stimuli are viewed for high involvement products received support by showing that more stimuli were viewed (on average) when participants were more involved with products (in general). Correlation with the affective dimension failed to reveal significant activations (p > 0.10). The affective and the cognitive dimensions of the RPII were not significantly correlated (r = 0.28, p = n.s.).


Personal involvement is related to increased search motivation and associated with activity in left BA44-a pilot study.

Schaefer M, Rumpel F, Sadrieh A, Reimann M, Denke C - Front Hum Neurosci (2015)

Behavioral results demonstrate correlation between cognitive scale of the involvement but not of the affective scale of the involvement questionnaire.
© Copyright Policy - open-access
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC4374450&req=5

Figure 2: Behavioral results demonstrate correlation between cognitive scale of the involvement but not of the affective scale of the involvement questionnaire.
Mentions: The mean number of viewed information cues was 19.36 (± 2.06 standard deviation) (total possible number of information cues was 30). Analysis of the behavioral data revealed correlations between self-reported involvement (RPII scores) and number of viewed stimuli (information cues): The number of viewed stimuli (collapsed across products for each individual) correlated significantly with the cognitive dimension of the RPII (r = 0.69, p < 0.05) (see Figure 2 and Table 1). Thus, our hypothesis that more stimuli are viewed for high involvement products received support by showing that more stimuli were viewed (on average) when participants were more involved with products (in general). Correlation with the affective dimension failed to reveal significant activations (p > 0.10). The affective and the cognitive dimensions of the RPII were not significantly correlated (r = 0.28, p = n.s.).

Bottom Line: Researchers suggested describing this distinction as low relative to high involvement consumer behavior.The current study aims to describe a behavioral measure that is associated with high involvement, the length of search behavior.Since this brain region is known to be involved in semantic memory, the results of this pilot study suggest that high involvement consumer behavior may be linked to cognitive load and attention towards a product.

View Article: PubMed Central - PubMed

Affiliation: Department of Neurology, Otto-von-Guericke University Magdeburg Magdeburg, Germany.

ABSTRACT
Numerous studies explore consumer perception of brands in a more or less passive way. This may still be representative for many situations or decisions we make each day. Nevertheless, sometimes we often actively search for and use information to make informed and reasoned choices, thus implying a rational and thinking consumer. Researchers suggested describing this distinction as low relative to high involvement consumer behavior. Although the involvement concept has been widely used to explain consumer behavior, behavioral and neural correlates of this concept are poorly understood. The current study aims to describe a behavioral measure that is associated with high involvement, the length of search behavior. A second aim of this study was to explore brain activations associated with involvement by employing functional magnetic resonance imaging (fMRI). We presented participants information cues for different products and told them that they had to answer questions with respect to these products at the end of the experiment. Participants were free to stop the information search if they think they gathered enough information or to continue with collecting information. Behavioral results confirmed our hypothesis of a relationship between searching behavior and personal involvement by demonstrating that the length of search correlated significantly with the degree of personal involvement of the participants. fMRI data revealed that personal involvement was associated with activation in BA44. Since this brain region is known to be involved in semantic memory, the results of this pilot study suggest that high involvement consumer behavior may be linked to cognitive load and attention towards a product.

No MeSH data available.


Related in: MedlinePlus