A comparative analysis of four scales of consumer involvement

A comparative analysis of four scales of consumer involvement Four recent scales of consumer involvement are compared. These scales are first scrutinized, and, where necessary, modified, on a priori grounds. The modified scales are then empirically compared in terms of unidimensionality, convergent and discriminant validity, and nomological validity. On these criteria, the pruned and modified version of each of the four scales is found satisfactory. However, some unique features of each, which are discussed as trade‐offs that marketing researchers would have to consider in their choice of a scale to measure this important consumer behavior construct. © 1995 John Wiley & Sons, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

A comparative analysis of four scales of consumer involvement

Psychology & Marketing, Volume 12 (7) – Oct 1, 1995

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Publisher
Wiley
Copyright
Copyright © 1995 Wiley Periodicals, Inc., A Wiley Company
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.4220120708
Publisher site
See Article on Publisher Site

Abstract

Four recent scales of consumer involvement are compared. These scales are first scrutinized, and, where necessary, modified, on a priori grounds. The modified scales are then empirically compared in terms of unidimensionality, convergent and discriminant validity, and nomological validity. On these criteria, the pruned and modified version of each of the four scales is found satisfactory. However, some unique features of each, which are discussed as trade‐offs that marketing researchers would have to consider in their choice of a scale to measure this important consumer behavior construct. © 1995 John Wiley & Sons, Inc.

Journal

Psychology & MarketingWiley

Published: Oct 1, 1995

References

  • Methods for reordering the correlational matrix to facilitate visual inspection and preliminary cluster analysis
    Hunter, Hunter
  • Measuring purchase‐decision involvement
    Mittal, Mittal
  • Product class involvement and purchase intent
    Rahtz, Rahtz; Moore, Moore

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