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Scaling Consumers' Purchase Involvement: A New Approach

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  • Jörg Kraigher-Krainer

Abstract

A two-dimensional involvement scale is presented in this paper. The scale is based on a comprehensive model and captures the two antecedent factors of purchase-related involvement, namely whether motivation is intrinsic or extrinsic and whether risk is perceived as low or high. The procedure of scale development and item selection is described. The scale turns out to perform well in terms of validity, reliability, and objectivity despite the use of a small set of items - four each - allowing for simultaneous measurements of up to ten purchases per respondent. The procedure of administering the scale is described so that it can now easily be applied by both scholars and practitioners. Finally, managerial implications of data received from its application, i.e. those that provide insights into possible strategic marketing conclusions, are discussed.

Suggested Citation

  • Jörg Kraigher-Krainer, 2012. "Scaling Consumers' Purchase Involvement: A New Approach," Central European Business Review, Prague University of Economics and Business, vol. 2012(1), pages 14-19.
    • Handle: RePEc:prg:jnlcbr:v:2012:y:2012:i:1:id:3:p:14-19
    DOI: 10.18267/j.cebr.3
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    References listed on IDEAS

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    1. Wells, William D, 1993. "Discovery-Oriented Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(4), pages 489-504, March.
    2. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
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    More about this item

    Keywords

    involvement; perceived risk; motivation; scale;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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