An examination of involvement in relation to superannuation consumption

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Author(s)
Grace, Debra
Weaven, Scott
Anderson, Sharlene
Year published
2008
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This study examines consumer involvement in the context of superannuation in order to gain an understanding of this important consumer behaviour construct in a forced consumption situation, that is, compulsory superannuation. In doing so, associations between involvement and consumer knowledge, consideration of future consequences (CFC), age and education are proposed and tested. Data were gathered via self-report survey from 329 respondents from four regions in south-east Queensland representing a diverse socio-economic spread. The results of regression analysis clearly indicate that subjective knowledge, age and CFC are ...
View more >This study examines consumer involvement in the context of superannuation in order to gain an understanding of this important consumer behaviour construct in a forced consumption situation, that is, compulsory superannuation. In doing so, associations between involvement and consumer knowledge, consideration of future consequences (CFC), age and education are proposed and tested. Data were gathered via self-report survey from 329 respondents from four regions in south-east Queensland representing a diverse socio-economic spread. The results of regression analysis clearly indicate that subjective knowledge, age and CFC are positively associated with involvement in relation to superannuation. Findings in relation to objective knowledge and education were not significant. The findings indicate that, in practical terms, marketing efforts should be concentrated, not only on the provision of information in relation to superannuation, but, more importantly, also on attitude change with the objective of stimulating need recognition in younger superannuation consumers.
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View more >This study examines consumer involvement in the context of superannuation in order to gain an understanding of this important consumer behaviour construct in a forced consumption situation, that is, compulsory superannuation. In doing so, associations between involvement and consumer knowledge, consideration of future consequences (CFC), age and education are proposed and tested. Data were gathered via self-report survey from 329 respondents from four regions in south-east Queensland representing a diverse socio-economic spread. The results of regression analysis clearly indicate that subjective knowledge, age and CFC are positively associated with involvement in relation to superannuation. Findings in relation to objective knowledge and education were not significant. The findings indicate that, in practical terms, marketing efforts should be concentrated, not only on the provision of information in relation to superannuation, but, more importantly, also on attitude change with the objective of stimulating need recognition in younger superannuation consumers.
View less >
Journal Title
Journal of Financial Services Marketing
Volume
12
Issue
4
Publisher URI
Copyright Statement
© 2008 Palgrave Macmillan. This is a post-peer-review, pre-copyedit version of an article published in Journal of Financial Services Marketing. The definitive publisher-authenticated version is available online at: http://dx.doi.org/10.1057/palgrave.fsm.4760084
Subject
Marketing
Banking, finance and investment