An examination of involvement in relation to superannuation consumption

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.Griffith Business School, Department of MarketingFull Tex