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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

Measuring the Involvement Construct

Judith Lynne Zaichkowsky
DOI: http://dx.doi.org/10.1086/208520 341-352 First published online: 1 December 1985


A bipolar adjective scale, the Personal Involvement Inventory (PII), was developed to capture the concept of involvement for products. The scale successfully met standards for internal reliability, reliability over time, content validity, criterion-related validity, and construct validity. Tests of construct validity demonstrated that the scores were positively related to perceived differences among brands, brand preferences, interest in gathering information about the product category, and comparison of product attributes among brands.

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