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What is in it for me? an exploratory study of the impact of involvement and attitude on clinical trial behaviour

Research Output: Contribution to conference Paper Peer-review

Open access

Abstract

Consumers in the “information society” are overloaded with marketing communication and have become efficient at screening such messages by asking a simple question: “what is in it for me?” Relevance and involvement are important factors determining attention to communications messages. The study investigates the relationship between attitudes to the advertisement (and message) and potential behaviour consequences in a clinical trial context by conducting a survey of 300 people. The results indicate that the relationship between involvement, attitude and potential behaviour differs greatly among different age groups. Findings suggest two levels of involvement, attitudinal and behavioural, as having a different impact on potential behaviour. The study aims to identify online behaviours of luxury brand advocates referring to differentiation between active and passive loyalists. A netnographic approach was used to observe groups of luxury handbag advocates. Key findings include an identification of engagement manifested in positive word of mouth and enthusiastic brand recommendation. Advocates routinely share their love of particular brands, openly expressing joy and sharing heightened levels of self-esteem. Engaged passive loyalists tend to share less with peers, but instead celebrate their purchases more personally.

Publication Information

Output type

Research Output: Contribution to conference Paper Peer-review

Original language

English

Publication milestones

  • Published - 28/06/2009

Publication status

Published - 28/06/2009

External Publication IDs

  • handle.net: 10547/244258

Access to documents

ICORIA 2009 - What is in it for me - 200509 (1).pdf
Accepted author manuscript, 71.07 KB

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