Measuring Purchase‐decision involvement

Measuring Purchase‐decision involvement Purchase‐decision involvement is distinguished from product‐class involvement. Literature on consumer involvement is shown to be lacking a measure of purchase involvement. Therefore, a scale of purchase‐decision involvement is developed. Two empirical studies are described and are shown to furnish tests of convergent and discriminant validities. The individual items of the proposed scale are explicitly embedded in the purchase‐decision context, and the scale is simple and parsimonious, making it especially useful to practitioners. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

Measuring Purchase‐decision involvement

Psychology & Marketing, Volume 6 (2) – Jun 1, 1989

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Publisher
Wiley
Copyright
Copyright © 1989 Wiley Subscription Services, Inc., A Wiley Company
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.4220060206
Publisher site
See Article on Publisher Site

Abstract

Purchase‐decision involvement is distinguished from product‐class involvement. Literature on consumer involvement is shown to be lacking a measure of purchase involvement. Therefore, a scale of purchase‐decision involvement is developed. Two empirical studies are described and are shown to furnish tests of convergent and discriminant validities. The individual items of the proposed scale are explicitly embedded in the purchase‐decision context, and the scale is simple and parsimonious, making it especially useful to practitioners.

Journal

Psychology & MarketingWiley

Published: Jun 1, 1989

References

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