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Effect of intrinsic motivation on consumer brand evaluation: the influence of motive, involvement, and need for cognition.

Research Background

The competition in motorcycle industry is very high, according to according to
prep.
1. As stated or indicated by; on the authority of: according to historians.

2. In keeping with: according to instructions.

3.
 the amount of new comer in the industry. Competition was not in price only, because the manufacturer offer their product in the same price relatively. In the marketing perspective, there was a challenge, primarily in compiling the effective marketing communication strategy.

Marketing in this time occupied by potential information integration and communications technology Noun 1. communications technology - the activity of designing and constructing and maintaining communication systems
engineering, technology - the practical application of science to commerce or industry
 till exploiting of database of consumer and internet marketing See Internet advertising. . Billion of potential consumer at this time can be accessed at this time. Nevertheless, perception of summary to the marketing practice in internet indicate that some company run the aggressive action like pop-ups, using advertisement of banner and hyperlinks and also other format from mechanism which impinge im·pinge  
v. im·pinged, im·ping·ing, im·ping·es

v.intr.
1. To collide or strike: Sound waves impinge on the eardrum.

2.
 with the personal facility.

Short-term idea will push the company up at shorter campaign and plan the advertisement, this matter will push the company up at off colour business practice or digress di·gress  
intr.v. di·gressed, di·gress·ing, di·gress·es
To turn aside, especially from the main subject in writing or speaking; stray. See Synonyms at swerve.
. This things can be transferred by company which adopting proactive ethical behavior from consumer. In order to adopting stance which proactive like that, company have to develop an ethical interactivity model with consumer.

The model of ethical interactivity was introduced and discussed by a former research develop seven different matters, namely: notice, choice, access, contact, security, horizon, and intrusiveness. The real interpretation from the things instruct at consumer enableness to create the big added significance for the company of and for the consumer (Gauzente and Ranchhod, 2001).

Growth of amount of motorcycles in Indonesia is very fast and become the interesting phenomenon in the last decades. To the number of product which on the market in so many brand have peeped out the immeasurable desire. Immeasurable desire of course also driven the consumer buying behavior becoming complex progressively. One of the product which is in course of complex buying decision, is otomotive product otomotif, e.g. motorcycles. New brand appearance in this time have made the consumer given on more choice, what it is, of course, also will improve the complexity process buying decision.

Research concerning of buying behavior is more emphasizing at the influence of individual involvement, motif, NFC NFC
abbr.
National Football Conference
 (need for cognition

Main article: Elaboration likelihood model


The need for cognition, in psychology, is a personality variable reflecting the extent to which people engage in and enjoy effortful cognitive activities.
), and intrinsic motivation had by a consumer in brand evaluation. Decision in purchasing very depend on consumer involvement in course of its purchasing, for the process of low involvement process the decision also modestly, while the process needing high buyer involvement intensity, making decision process become more complex. In course of complex decision, consumer evaluate the existing product in detail and comprehensive, more information searched and more product evaluated from other purchasing situation type.

According to Assael (2001), complex purchasing situation oblige the consumer to conduct the evaluation to existing product in more detailed and comprehensive. Thereby complex purchasing decision more destined des·tine  
tr.v. des·tined, des·tin·ing, des·tines
1. To determine beforehand; preordain: a foolish scheme destined to fail; a film destined to become a classic.

2.
 to product with the category:

--Costly price

--Relate to the performance risk, like health product, vehicle (car and motorcycles)

--Complicated, like CD player and computer

--Relate to the someone ego, like clothes and cosmetic.

Naturally, purchasing of product not only representing the condition of complex buying decision process, more important is available of time which is last for developing information seeking Information seeking is the process or activity of attempting to obtain information in both human and technological contexts. Information seeking is related to, but yet different from, information retrieval (IR).  and its processing. Complex buying decision will not be happened if decision has to be made quickly. Other condition in complex buying decision is the existence of adequate information to evaluate the alternative brand. Consumer sometime delays its decision for asymmetric information Asymmetric Information

Information available to some people but not others.

Notes:
In other words, the asymmetric information is held by only one side, meaning someone is keeping a secret.
. Besides, the decision postponement happened by so much characteristic and product feature. The mentioned mean that the complex buying decision also entangles the consumer ability to process the information (Assael, 2001). Complex purchasing decision become to draw to be studied farther because in its process entangle en·tan·gle  
tr.v. en·tan·gled, en·tan·gling, en·tan·gles
1. To twist together or entwine into a confusing mass; snarl.

2. To complicate; confuse.

3. To involve in or as if in a tangle.
 the more input, exogen and endogen variable.

Research Problem

Change that happened and also more number of product variant which on the market will cause the information about product quality had by consumer becoming not complete, this matter will cause at intrinsic motivation to conduct brand evaluation and also at desire to buy, because consumer buy the product in an incomplete information regarding the alternative product generally.

Thereby, research problems is brand evaluation conducted by consumer, influenced by individual involvement, motive, NFC (need for cognition), and intrinsic motivation. Related to the research problems, hence this research is conducted to study how situation in brand evaluation influenced by individual involvement, motive, NFC, and intrinsic motivation. Research question which is related to the mentioned shall be as follows:

1. Are the intrinsic motivation of consumers in brand evaluation influenced by individual involvement, motive, and NFC?

2. Is brand evaluation conducted by consumer influenced by its intrinsic motivation?

Pursuant to the research question, this research is addressed to:

1. examine the influence of individual involvement, motive, and NFC each other in individual intrinsic motivation;

2. examine the influence of intrinsic motivation to consumer brand evaluation

There are some contribution from this research, joining paradigm of examination of guide exploiting with the procedure used typically in persuasion (e.g. manipulation between involvement and motive). First, do not same to the most research in a past, this research examine the information processing information processing: see data processing.
information processing

Acquisition, recording, organization, retrieval, display, and dissemination of information. Today the term usually refers to computer-based operations.
 in brand assessment. Second, do not as research about information processing assuming that involvement (as personal relevance) directed only by utilitarian motive, in this research we examined the influence of individual involvement, motif, and NFC by each other at intrinsic motivation. Besides, is also examined the influence of intrinsic motivation at consumer brand evaluation activity.

Thereby, science contribution from this research is enhancing the knowledge of concerning pattern of relation and influence of individual involvement, motive, and NFC and also mediation role from intrinsic motivation at brand evaluation. Despitefully de·spite·ful  
adj.
Full of malice; spiteful.



de·spiteful·ly adv.

de·spite
, result of this research is expected can give the information to all researcher hereinafter here·in·af·ter  
adv.
In a following part of this document, statement, or book.


hereinafter
Adverb

Formal or law from this point on in this document, matter, or case

Adv. 1.
, the core important in explaining relation between individual involvement, motive, NFC, and intrinsic motivation in brand evaluation.

Result of this research is expected to give the worthwhile information in the field of marketing science, especially about respective consumer behavior with the relation pattern between individual involvement, motive, NFC and also intrinsic motivation in its relation with the brand evaluation, especially among college student.

Literature Reviews

This chapter is conducted by study to the former research regarding the information processing in brand evaluation conducted by consumer pursuant to objective value. Primary factor which is explored as constraint of information processing is intrinsic motivation from consumer to evaluate the brand. Intrinsic motivation which explored more circumstantial EVIDENCE, CIRCUMSTANTIAL. The proof of facts which usually attend other facts sought to be, proved; that which is not direct evidence. For example, when a witness testifies that a man was stabbed with a knife, and that a piece of the blade was found in the wound, and it is found to fit  with the focus at individual involvement, motive, and NFC.

Theoretical Framework

Decision making processes conducted by consumer in buying product cannot be assumed similar each other. Purchasing for convenience goods (e.g. soap) and the purchasing goods which have high performance risk (e.g. otomotive product) owning different process. Assael (2001), developing a tipologi for decision-making processes in two dimension, namely (1) decision making level; and (2) level of consumer involvement in purchasing. Engel et al. (2004), said information processing by consumer consisted of five phase, that is: (1) Appearance: a contiguity contiguity /con·ti·gu·i·ty/ (kon?ti-gu´i-te) contact or close proximity.

con·ti·gu·i·ty
n.
The state of being contiguous.
 attainment to stimulus as an opportunity to activation one or more someone sense; (2) Attention: allocation of incoming stimulus processing capacities; (3) Interest: stimulus interpretation; (4) Acceptance: a level showing stimulus influence to knowledge and/or someone attitude; and (5) Retention: evacuation of stimulus interpretation into long-range memory of someone.

[FIGURE 1 OMITTED]

Individual Involvement

Zaichowsky (1985) said that individual involvement as a personal relevance to the object which perceived to requirement which is separated, namely value and interest, and also develop 20 item scale (Personal Involvement Inventory / PII See Pentium II. ) to measure the long-range involvement with product. Beatty and Smith (1987) defining ego involvement (long-range involvement) as product importance to individual and individual concept, value, and individual ego. They also found that consumer is more involved with one product category make the worse objective value choice, and they use their finding for the consumer of entangled en·tan·gle  
tr.v. en·tan·gled, en·tan·gling, en·tan·gles
1. To twist together or entwine into a confusing mass; snarl.

2. To complicate; confuse.

3. To involve in or as if in a tangle.
 highly become more influenced by image and prestige because they have the more self concept in the product. They found that consumer with low-involvement and high product knowledge makes best value choice.

Foxall and Pallister (1998), they examine of consumer involvement in financial service, compare PII (Personal Involvement Inventory) with PIS (Purchase-decision Involvement Scale), found that in financial services The examples and perspective in this article or section may not represent a worldwide view of the subject.
Please [ improve this article] or discuss the issue on the talk page.
 there is two interested things, emotional structure and rational structure in the decision to purchase the product of financial services.

Aldlaigan and Buttle Buttle refers to:
  • Jeffrey Buttle, figure skater
  • Greg Buttle, linebacker
  • Buttle Lake, Vancouver
  • Robert D. Buttle, U.S. marine
  • The name of the family in Brazil (film)
 (2001) found that under PII scale; mortgage, investment and usage of automatic teller machine See ATM.  are high involvement services, while the usage of saving account, personal loan, cheques, overdraft A check that is drawn on an account containing less money than the amount stated on the check.

The term overdraft is also used in reference to the condition that exists when vouchers 
, and switch card are medium involvement services, at the other hand under CIP (1) (Common Isochronous Packet) The packet format used in time-based (real time) FireWire transmission. See FireWire, IEC 61883 and mLAN.

(2) (Common Industrial P
 (Consumer Involvement Profile) investment, mortgage, and saving account are high involvement, while personal loan, overdraft, switch card, cheques are medium. Consumer involvement show the consumer interest at one particular product or service, situation, communications and also represent a situation or condition which different each other between individual (Neese et al., 1995).

Motive

Motive is common motivation directing consumer behavior to fulfill its requirement. The difference between consumer situation at the moment with a purpose to which wish reached, needed by a stronger motivation to act in fulfilling its requirement. The motivation bring the impact directly to benefit criterion used by consumer in brand evaluation (Assael, 2001). Two motive, namely utilitarian and expressive, always exist in consumer behavior, especially when related to an information processing. Utilitarian oriented at functional benefit from one product or brand; while expressive oriented at benefit of social-symbolic or self image from product or brand.

Need For Cognition

Need for cognition (NFC) is representing an individual tendency to enjoy and involve to think (Cacioppo and Petty, 1982; Bolton and Capella, 1995). Their result shown that someone with higher NFC tend to cognitive thinking and elaborate the relevant information while they have to act than the lower one. Need for cognition (NFC) as an individual cognitive differences is a controversial phenomenon, in which usually debating at the first time it is founded by Festinger in 1957, that NFC having an effect on the decision-making processes by individual, and also very potential influence the consumer attitude hereinafter and satisfaction obtained in purchasing decision (Soutar and Sweeney, 2003).

When someone behaves the cognitive misers, in general, prefer to scrimp scrimp  
v. scrimped, scrimp·ing, scrimps

v.intr.
To economize severely.

v.tr.
1. To be excessively sparing with or of.

2. To cut or make too small or scanty.
 than interspersing energy in thinking, and also because of usage of brand information in evaluative task of duty entangle the cognitive efforts, hence cognitive difference will influence the motivation in evaluating brand. Individual with higher NFC prefer to think and choose information in behaving than a lower one. High NFC will influence the process evaluate the brand by consumer (Cacioppo and Petty, 1982; Bolton and Capella, 1995; Mandrik, 1999).

Intrinsic Motivation

Intrinsic motivation relate to the energy, direction, result on all aspect of activity and intention. Though intrinsic motivation is sometimes considered as a single construct, someone can be motivated because they have intrinsic motivation or extrinsic EVIDENCE, EXTRINSIC. External evidence, or that which is not contained in the body of an agreement, contract, and the like.
     2. It is a general rule that extrinsic evidence cannot be admitted to contradict, explain, vary or change the terms of a contract or of a
 motivation (Ryan and Deci, 2000). Zuckerman et al. (1978), defining intrinsic motivation as someone requirement to feel the interest and self-determining. Thereby activity done based on intrinsic motivation is a matter done by individual voluntarily. Therefore when someone motivated intrinsically, he/she will feel the easiness and also satisfaction to its choice (Ryan et al., 1991).

Brand Evaluation

Brand evaluation refer to amount and quality of information processing that happened in context of brand choice at the time of purchasing to reach one evaluation or consideration of its quality of brand. Brand information processing interpreted as a series of immeasurable unity during, strive, and skill required to make one valid consideration (Mandrik, 1999; Parasuraman et al., 1994; Zeithaml et al., 1996). When buying a product, consumer will pay attention the attribute which look from pertinent product to assess the quality: type, colour, label, name of brand etc., but when no attribute available to show the quality, hence consumer will use price as indicator of quality (Parasuraman et al., 1994).

Besides, activity on brand evaluation represent the result from information processing conducted by consumer, consumer use the information which have past and new information to evaluate the brand by considering to obtain benefit. Consumers prefer the brand which they expect can give the more satisfaction as according to benefit which they wish (Assael, 2001).

Research Hypothesis

According to things which have been elaborated represent the rationale from compilation of following hypothesis:

H1A : Involvement is having a positive effect on intrinsic motivation

H1B : Motive is having a positive effect on intrinsic motivation

H1C : NFC is having a positive effect on intrinsic motivation

H2 : Intrinsic motivation is having positive effect on brand evaluation

Hypothesis which have been formulated is being the form of the relation pattern between variables in this research as follows.

[FIGURE 2 OMITTED]

Research Method

This research examine the variables influencing brand evaluation in brand choice context. Theoretical framework used to be alighted from buyer behavior theory Behavior theory can refer to:
  • in sociology, the collective behavior theory
  • in political sciences, the theories of political behavior
  • in psychology, the theory of planned behavior
 model that presented by Howard and Sheth (Enis Et al., 1991).

Research Variables

Consumer characteristic. This variables representing consumer demography demography (dĭmŏg`rəfē), science of human population. Demography represents a fundamental approach to the understanding of human society.  and comprise the personal data of consumer, this variable is needed to depict the consumer profile. In this research, consumer characteristic only differentiated by gender, and age, and used for depicting respondent characteristic.

Independent Variables. Independent variables in this research are follows:

Motive. Motive exploration conducted to subject, referred at previous research (Mandrik, 1999). At this phase, subject asked to equip the questioner designed to explore the motif, both of expressive and utilitarian motive. Motive explored using the questioner adopted from previous research (Mandrik,1999).

Involvement. Involvement have been explored extensively in consumer behavior since early research in social psychology. There are common agreement in the research that involvement mean the personal relevance (e.g. in advertisement, product category, or decision situation) to a consumer (Assael, 2001; Mandrik, 1999). Besides using PII (Personal Involvement Inventory) scale (Mandrik, 1999), to measure the involvement also can be using CIP (Consumer Involvement Profile) scale (Aldlaigan And Buttle, 2001) and PIS (Purchase-decision Involvement Scale) scale (Foxall And Pallister,1998). In this research involvement is explored using the PII scale adopted from previous research (Engel et al., 2004; Mandrik, 1999; Foxall and Pallister, 1998; Aldlaigan and Buttle, 2001).

NFC (Need for Cognition). NFC is individual tendency that influencing motivation to be more involve in a brand evaluation which is called cognitive efforts to conduct the perception (Mandrik, 1999; Ryan et al., 1991; Ryan and Deci, 2000; Zuckerman et al., 1978; Tormala and Petty, 2004; Bolton and Capella, 1995).

Dependent variables. Dependent variable in this research is brand evaluation while intrinsic motivation represent the mediator variable A mediator variable (or mediating variable) in statistics is a variable that describes how rather than when effects will occur by accounting for the relationship between the independent and dependent variables. . Brand evaluation in this research is evaluation to alternative of brand choice, so that using the criterion from alternative assessment referred to service quality (Parasuraman et al., 1994). Brand evaluation explored using questioner from Parasuraman et al. (1994) and Mandrik (1999). Motivation explored using the IMI IMI International Masonry Institute (Washington, DC)
IMI Israel Military Industries
IMI Institute of the Motor Industry
IMI International Market Insight
IMI Imposto Municipal Sobre Imóveis (Portugal) 
 (Intrinsic Motivation Inventory) (Zuckerman et al., 1978; Deci et al., 1981; Vansteenkiste and Deci, 2003).

Research Procedure

Research procedure follow the procedure in early research commonly, with the early step is instruct the subject to explored the information about product raised in questioner by showing the name of brand from each products. Analysis conducted for this research follows the result of path analysis from Amos 6, by emphasizing at influence within variable as compiled in hypothesis.

Sampling Design

Intention of this research is examine the influence of involvement, motive, and NFC at motivation and also examine the influence of motivation at brand evaluation. Population for this research adapted for the target of research (purposive pur·po·sive  
adj.
1. Having or serving a purpose.

2. Purposeful: purposive behavior.



pur
 sampling design) with the certain demarcation pursuant at consideration to correspond to the research criterion so that can improve the sample accuracy (Sekaran, 2000). The sample chosen from student in Department of Management, Faculty of Economics, Gunadarma University regarding to the criterion as follows.

1. Exploration is taken to examine the influence of involvement, motive, and NFC, on motivation and also examine the influence of motivation on brand evaluation.

2. Exploration is addressed to collect the relevant information with a purpose of the research and can be obtain from one certain consumer group.

3. Corresponding to behavioral consumer research focus commonly.

4. To avoid the heterogeneity het·er·o·ge·ne·i·ty
n.
The quality or state of being heterogeneous.



heterogeneity

the state of being heterogeneous.
 of sample that able to degrade TO DEGRADE, DEGRADING. To, sink or lower a person in the estimation of the public.
     2. As a man's character is of great importance to him, and it is his interest to retain the good opinion of all mankind, when he is a witness, he cannot be compelled to disclose
 the strength from examination.

Pre-Test

In this research, pre-test conducted using 100 respondent, pre-test done as a mean to know the product brand which is in course of its evaluation need the high involvement or lower, and evaluated by pursuant to utilitarian motive or expressive, in other word we have done the pre-test to know about trade-off between involvement and motive in brand evaluation (Mandrik, 1999; Zeithaml et al., 1996; Parasuraman et el., 1994).

Trade-off Involvement-Motive

Score for each motive specified between 20 till 100, the score calculated by 1 x 20 item (20) till 5 x 20 item (100), hereinafter calculated a score mean by dividing total score from certain brand to the amount of respondent who choose it (Mandrik, 1999), then compare score mean from each motive, the larger shows the motive tendency pushing respondent in evaluating the brand.

Involvement score specified as 15 till less than 37,5 is low-involvement; 37,5 till 75 is high-involvement, the score is calculated by 1 x 15 till less than 2.5 x 15 (15 till less than 37.5) for low-involvement, 2.5 x 15 till 5 x 15 (37.5 till 75) for high-involvement, hereinafter calculated a score mean by dividing total score from certain brand to the amount of respondent who choose it (Aldlaigan dan Buttle, 2001; Foxall dan Pallister, 1998).

Table 3, represents trade-off between motive-involvement in brand evaluation processing conducted by respondent of this research.
Table 3: Trade-off Involvement-Motive in Brand
Evaluation

No.   Nama Merek   Keterlibatan       Motif

 1    Shogun125        High        Utilitarian
 2    Jupiter MX       High        Utilitarian
 3    Supra X125       High        Utilitarian
 4    Scorpio Z        High        Utilitarian
 5      Tiger          High        Utilitarian
 6     Thunder         High        Utilitarian
 8      Vario          High        Utilitarian
 9    Mio Sporty       High        Utilitarian


Result

Respondent characteristic

Characteristic of respondent targeted in this research only seen by gender, and age as presented in Table 4 and 5 as follows.
Table 4: Respondent Characteristic
by Gender

Gender   [SIGMA]       %

 Men       164       54,49
Women      137       45,51
Total      301       100,0

Table 5: Respondent Characteristic by Age

                     Age (Years)

           17     18     19     20     21

[SIGMA]    7      47     97    120     25
%         2,3    15,6   32,2   39,9    8,3

                     Age (Years)

           22     23     24     25    Total

[SIGMA]    1      2      1      1      301
%         0,3    0,7    0,3    0,3    100,0


Hypothesis testing hypothesis testing

In statistics, a method for testing how accurately a mathematical model based on one set of data predicts the nature of other data sets generated by the same process.
 

For hypothesis testing we addressed questioner to 350 respondent, but 49 questioner can not be processed thereby we use 301 questioner/respondent that regarding to Roscoe, while sample size 30 [less than or equal to] n [less than or equal to] 500 is adequate for common research (Sekaran, 2000).

Hereinafter is examining the hypothesis depicting influence of each variable at intrinsic motivation:

H1A : Involvement having a positive effect on intrinsic motivation

H1B : Motive having a positive effect on intrinsic motivation

H1C : NFC having a positive effect on intrinsic motivation

Hypothesis testing done by AMOS ver. 6, therefore analysis conducted relate at result of path analysis from AMOS. For accepted or rejected hypothesis using significance value(p value) at 0,05 or 5%, in other words Adv. 1. in other words - otherwise stated; "in other words, we are broke"
put differently
 hypothesis accepted if significance value (p value) is [less than or equal to] 5% (Hair et al., 1998; Sekaran, 2000; Mandrik, 1999; Arbuckle, 2005).

Hypothesis 1A: Involvement is having a positive effect on intrinsic motivation

H1[A.sub.0] : [b.sub.1] = 0 : Involvement is not having a positive effect on intrinsic motivation

H1[A.sub.a] : [b.sub.1] [not equal to] 0 : Involvement is not having a positive effect on intrinsic motivation

According to the result of path analysis, we can accept the hypothesis 1A because it has p value less than 5% (Hair et al., 1998; Sekaran, 2000, Mandrik, 1999; Arbuckle, 2005), which the estimate is standardized regression weight, represent in Table 6 as follows.
Table 6: Result of path analysis for hypothesis 1A

                                       Estimate   p
Involvement [right arrow] Motivation    0,221    ***


This result show that we can reject hypothesis 1A0 , so we could said that involvement is a good predictor for intrinsic motivation. In other word, intrinsic motivation is influenced by individual involvement in a brand evaluation process.

Hypothesis 1B : Motive is having a positive effect on intrinsic motivation

H1[B.sub.0] : [b.sub.1] = 0 : Motive is not having a positive effect on intrinsic motivation

H1[B.sub.a] : [b.sub.1] [not equal to] 0 : Motive is having a positive effect on intrinsic motivation

According to the result of path analysis, hypothesis 1B is accepted, because it has p value less than 5% (Hair et al., 1998; Sekaran, 2000, Mandrik, 1999; Arbuckle, 2005), which estimate is standardized regression weight, represent in Table 7 as follows.
Table 7: Result of path analysis for hypothesis 1B

                                  Estimate   p
Motive [right arrow] Motivation   0,211     ***


This result show that we can reject hypothesis 1[B.sub.0], so we could said that motive is a good predictor for intrinsic motivation. In other word, intrinsic motivation is influenced by individual motive in a brand evaluation process.

Hypothesis 1C : NFC is having a positive effect on intrinsic motivation

H1[C.sub.0] : [b.sub.1] = 0 : NFC is not having a positive effect on intrinsic motivation

H1[C.sub.a] : [b.sub.1] [not equal to] 0 : NFC is having a positive effect on intrinsic motivation

According to the result of path analysis, hypothesis 1C is accepted, because it has p value less than 5% (Hair et al., 1998; Sekaran, 2000, Mandrik, 1999; Arbuckle, 2005), which estimate is standardized regression weight, represent in Table 8 as follows.
Table 8: Result of path analysis for hypothesis 1C

                               Estimate   p
NFC [right arrow] Motivation    0,169    0,002


This result show that we can reject hypothesis 1[C.sub.0], so we could said that NFC is a good predictor for intrinsic motivation. In other word, intrinsic motivation is influenced by individual NFC in a brand evaluation process.

This result show that individual with high involvement represent that respondent have stronger intrinsic motivation in brand evaluation process, and utilitarian motive will drive respondent more motivated intrinsically; higher NFC show that respondents have more motivation to evaluate the brand, because respondents have the competence with this activities.

Hypothesis 2: Intrinsic motivation is having a positive effect on brand evaluation

[H2.sub.0] : [b.sub.1] = 0 : Intrinsic motivation is not having a positive effect on brand evaluation

[H2.sub.a] : [b.sub.1] [not equal to] 0 : Intrinsic motivation is having a positive effect on brand evaluation

According to the result of path analysis, hypothesis 2 is accepted, because it has p value less than 5% (Hair et al., 1998; Sekaran, 2000, Mandrik, 1999; Arbuckle, 2005), which estimate is standardized regression weight, represent in Table 9 as follows.
Table 9: Result of path analysis for testing hypothesis 2

                                      Estimate   p
Motivation [right arrow] Evaluation    0,176    0,004


This result show that we can reject hypothesis [2.sub.0], so we could said that intrinsic motivation is a good predictor for brand evaluation. In other word, brand evaluation processing intensity is depend on individual intrinsic motivation. Intensity of brand evaluation conducted by respondent will be raise when respondent is intrinsically motivated.

Although we did not examine mediating variable in our hypothesis, we conducted the test for mediating variable to see the role of intrinsic motivation in the relationship between involvement, motive, NFC and brand evaluation. Mediating variable testing follows the result of hypothesis testing.

Table 10. represent direct effect within variables in this research, according to the research hypothesis.
Table 10: Direct effect whitin variables

H

1A    Involvement   [right arrow]   Motivation         Significant
1B    Motive        [right arrow]   Motivation         Significant
1C    NFC           [right arrow]   Motivation         Significant
      Motive        [right arrow]   Brand evaluation   Not Significant
      Involvement   [right arrow]   Brand evaluation   Not Significant
      NFC           [right arrow]   Brand evaluation   Significant
2     Motivation    [right arrow]   Brand evaluation   Significant


Table 10. shows that intrinsic motivation has significantly influenced by individual involvement; brand evaluation has not significantly influenced by individual involvement; and brand evaluation has significantly influenced by intrinsic motivation, according to Baron and Kenny (1986) we could said that intrinsic motivation has full mediation role in the relationship between individual involvement and brand evaluation.

Intrinsic motivation has significantly influenced by individual motive; brand evaluation has not significantly influenced by individual motive; and brand evaluation has significantly influenced by intrinsic motivation, according to Baron and Kenny (1986) this situation shows that intrinsic motivation has full mediation role in the relationship between individual motive and brand evaluation.

Intrinsic motivation has significantly influence by NFC; brand evaluation has significantly influence by NFC; brand evaluation has significantly influence by intrinsic motivation, this situation shows that intrinsic motivation has partial mediation role in the relationship between NFC and brand evaluation (Baron and Kenny, 1986).

Discussion

According to the result of hypothesis testing, high involvement, and utilitarian motive will drive respondent more motivated intrinsically to evaluate the brand, and also high NFC show that respondents have competence in this activity, and will make the respondent progressively motivated in brand evaluation. Thereby high involvement, utilitarian motive and type of individual with high NFC will drive individual more motivated to evaluate the brand intrinsically. (Ryan et al., 1991; Ryan and Deci, 2000; Zuckerman et al., 1978; Tormala and Petty, 2004; Bolton and Capella, 1995; Hibbet and Cohen cohen
 or kohen

(Hebrew: “priest”) Jewish priest descended from Zadok (a descendant of Aaron), priest at the First Temple of Jerusalem. The biblical priesthood was hereditary and male.
, 2006).

Hereinafter seen that intrinsic motivation have an effect on brand evaluation, when individual is highly motivated it will conduct the activity of brand evaluation progressively, this matter show the individual interest at a product or service(Neese et al., 1995).

According to the result of mediating variable testing, we found that intrinsic motivation have full mediation role in the relationship between individual involvement, individual motive and brand evaluation; partial mediation role of intrinsic motivation founded in the relationship between NFC and brand evaluation.

Conclusion

According to analysis and hypothesis testing, we can draw a conclusion of this research: Involvement, motive, and NFC have a positive effect on motivation; and motivation has a positive effect on brand evaluation.

Generally we can said that in brand evaluation process, especially among the college student, there is an effect of involvement, motive, and NFC on its process through the intrinsic motivation.

Research Limitation, Suggestion, and Implication

This research was not differentiated by subject characteristic (gender and age) according to the brand evaluation process. For further research we can suggested to develop this research, e.g. replication, or using other methods. And at the future could be use less of product and/or brand in the research instrument to minimize subject anxiousity.

This result brings the implication to the part of theory regarding to brand evaluation process, that is when someone has high utilitarian involvement (high involvement and utilitarian motive), it shows that he/she motivated intrinsically in the process.

Besides, we found that intrinsic motivation and brand evaluation were influenced by NFC as an individual characteristic. And we also found the mediation role on intrinsic motivation regarding to relationship between individual involvement, motive, NFC and brand evaluation.

Thereby, this result contribute to understand the relationship pattern between individual involvement, motive, NFC, and mediation role of intrinsic motivation on brand evaluation processing, and the manager can be compiled appropriate marketing strategy based on this pattern to win consumer choice.

References

Aldlaigan, Abdullah H. and Francis A. Buttle, (2001), "Consumer Involvement in Financial Services: An Empirical Test of Two Measures," International Journal of Bank Marketing, 19/6, 232-245

Arbuckle, James L., (2005), AMOSTM 6.0 Documentation Package, Department of Psychology, Temple University, Philadelphia, Pennsylvania

Assael, Henry, (2001), Consumer Behavior And Marketing Action, 6th Ed., Thomson Learning, Thomson Asia, Pte., Ltd., Singapore

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The Myers-Briggs Type Indicator (MBTI) is a widely-used personality inventory, or test, employed in vocational, educational, and psychotherapy settings to evaluate personality type in adolescents and adults age 14
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WKU had a total enrollment in the Fall Semester of 2002 (the latest published figures) of 17,818 students. Out of this total, 73% were full-time and 85% were undergraduates. Ethnic and racial minority enrollment was just under 13% at 2,097.
 

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Bagus Nurcahyo, Renny Nur'ainy, and Sariyati

Gunadarma University, Indonesia

Corresponding Author

Bagus Nurcahyo can be contacted at: bagus@staff.gunadarma.ac.id
Table 1: Respondent Motive

No.   Brand Name   Sample   Score Mean of   Score Mean of     Motive
                     *       Utilitarian     Expressive

 1    Shogun125      6           81             59,6        Utilitarian
 2    Jupiter MX     10         81,9            63,7        Utilitarian
 3    SupraX 125     10         76,4            50,3        Utilitarian
 4    Scorpio Z      10         78,6            64,9        Utilitarian
 5      Tiger        18         79,5            59,6        Utilitarian
 6     Thunder        3         80,33           74,33       Utilitarian
 7       Spin         0          --              --             --
 8      Vario        19         77,87           53,84       Utilitarian
 9    Mio Sporty     24         82,9            64,3        Utilitarian

* number of respondent who choose the brand

Table 2: Respondent Involvement level

No.   Brand name   Sample *     Mean of     Involvement
                              Involvement      Level

1     Shogun125        6         69,66         High
2     Jupiter MX      10         72,30         High
3     SupraX 125      10         74,20         High
4     Scorpio Z       10         71,30         High
5       Tiger         18         67,27         High
6      Thunder         3         69,00         High
7        Spin          0          --           High
8       Vario         19         72,78         High
9     Mio Sporty      24         73,33         High

* Number of respondent who choose the brand
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Author:Nurcahyo, Bagus; Nur'ainy, Renny; Sariyati
Publication:Global Business and Management Research: An International Journal
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Date:Jul 1, 2011
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