Lc. Schmidt et Ih. Frieze, A MEDIATIONAL MODEL OF POWER, AFFILIATION AND ACHIEVEMENT MOTIVES ANDPRODUCT INVOLVEMENT, Journal of business and psychology, 11(4), 1997, pp. 425-446
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.