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Measuring consumer involvement in products: Developing a general scale
Author(s) -
Traylor Mark B.,
Joseph W. Benoy
Publication year - 1984
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220010207
Subject(s) - scale (ratio) , reliability (semiconductor) , variety (cybernetics) , psychology , product (mathematics) , measure (data warehouse) , field (mathematics) , marketing , data science , computer science , data mining , business , artificial intelligence , mathematics , power (physics) , physics , geometry , quantum mechanics , pure mathematics
Abstract This article reports initial work in developing an improved consumer involvement measure that can be applied across a number of product categories. The intentwas 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.