This article reports initial work in developing an improved consumer involvement measure that can be applied across a number of product categories. The intent was to develop a short, easy-to-use scale that practitioners could use in a variety of consumer research settings, especially field designs. Factor analysis was used to reduce a list of 22 items to a final list of 6 items. The preliminary evidence on reliability and validity is encouraging, and suggestions are made for further testing of this new scale.
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