Measuring Consumer Involvement in Products: ABSTRACT

Measuring Consumer Involvement in Products: ABSTRACT

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....

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Veröffentlicht in:Psychology & marketing 1984-07, Vol.1 (2), p.65
1. Verfasser: Mark B Traylor W Benoy Joseph
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Central business districts
Consumer behavior
Consumers
Marketing
Pilot projects
Validity
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Beschreibung
Zusammenfassung: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.
ISSN:0742-6046
1520-6793