According Dichter (1966), there are four motivations for the the customer (speaker) to talk about products: Product involvement, self-involvement, other involvement and message involvement. According to Reichheld (2003, p. 51), "The only path to profitable growth may lie in a company's ability to get its loyal customers to become, in effect, its marketing department". Hence, what is the best stimulation for customers with high product-involvement to make them good speakers (i.e. part of the company's marketing department)?

According Dichter (1966), there are four motivations for the the customer (speaker) to talk about products: Product involvement, self-involvement, other involvement and message involvement. According to Reichheld (2003, p. 51), "The only path to profitable growth may lie in a company's ability to get its loyal customers to become, in effect, its marketing department". Hence, what is the best stimulation for customers with high product-involvement to make them good speakers (i.e. part of the company's marketing department)?

According Dichter (1966), there are four motivations for the the customer (speaker) to talk about products: Product involvement, self-involvement, other involvement and message involvement. According to Reichheld (2003, p. 51), "The only path to profitable growth may lie in a company's ability to get its loyal customers to become, in effect, its marketing department". Hence, what is the best stimulation for customers with high product-involvement to make them good speakers (i.e. part of the company's marketing department)?



Answer: Stimulation that emphasize the pleasurable experience from using the product.



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