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Measuring Purchase‐decision involvement
Author(s) -
Mittal Banwari
Publication year - 1989
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.4220060206
Subject(s) - scale (ratio) , psychology , context (archaeology) , product (mathematics) , discriminant validity , class (philosophy) , marketing , computer science , business , artificial intelligence , psychometrics , mathematics , developmental psychology , paleontology , physics , quantum mechanics , internal consistency , biology , geometry
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.