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The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising

1994; Taylor & Francis; Volume: 23; Issue: 4 Linguagem: Inglês

10.1080/00913367.1943.10673459

1557-7805

Judith Lynne Zaichkowsky,

Digital Marketing and Social Media

Abstract The conceptualization of the Personal Involvement Inventory was a context-free measure applicable to involvement with products, with advertisements, and with purchase situations. The empirical work to develop this measure was mainly validated with respect to product categories. This paper extends the construct validation of the PII to involvement with advertisements and also demonstrates that the PII may be reliably reduced from twenty items to ten items. There is some indication the revised PII may then be broken into two subscales representing a cognitive and affective grouping.