A motivational process model of product involvement and consumer risk perception

TLDR

Product involvement and perceived risk are motivational constructs that shape consumer information search, dissemination, and decision‑making, yet the psychological mechanisms linking them remain unclear. This study proposes a conceptual motivational process model that explains how product involvement and consumer risk perceptions cause and influence one another and drive subsequent consumer behaviors. The model delineates the causal pathways through which product involvement and risk perceptions are generated and mutually influence each other, leading to behavioral responses. An empirical test of the model confirmed the hypothesized causal relationships, supporting the proposed motivational process and offering implications for marketers and consumer psychologists.

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.