Measuring consumer involvement

Abstract

Involvement into the products and services in an extremely important construct in the area of consumer behavior, marketing and advertising. Involvement is seen as a causal variable influencing the information search, decision process at the purchase, etc. The aim of this research was to check the metric characteristics and the factor structure of the two scales: PII - Personal Involvement Inventory, Zaichkowsky, 1985, in the form of the semantic differential and IP - Involvement Profile, Laurent & Capferer, 1985, in the form of Likert scale. The investigation was carried out on the sample of psychology students. The scales were tested by measuring the involvement into the product (sports shoes) and into the activity (evening outings). Cronbach Alfa coefficient is within the range of 0,75 (IP for evening outings) to 0.96 (PII for evening outings and for sport shoes). The actor structure regarding PII scale is consistent with the majority of previous findings. PII scale measures the involvement in the terms of significance, interests and relevancy. IP scale gives the more comprehensive picture of dimensions at the basis of involvement.

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