A MEDIATIONAL MODEL OF POWER, AFFILIATION AND ACHIEVEMENT MOTIVES ANDPRODUCT INVOLVEMENT

A model based on McClelland's theory of human motivation was proposed in which motive incentives mediated the relationship between motive le vel (n Power, n Affiliation and n Achievement) and product involvement . This hypothesis was tested with 142 college students. Results indica te that power motive incentives successfully mediated the relationship between power motive level and product involvement for the expensive car and interview clothing conditions. Affiliation motive incentives m ediated the relationship between affiliation motive level and involvem ent for greeting cards but not gifts. The two achievement products (sc ientific calculator and computer manual) failed to meet most of the cr iteria for mediation.