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. Copyright © 1984 Wiley Periodicals, Inc., A Wiley Company
CITATION STYLE
Traylor, M. B., & Joseph, W. B. (1984). Measuring consumer involvement in products: Developing a general scale. Psychology & Marketing, 1(2), 65–77. https://doi.org/10.1002/mar.4220010207
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