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- Title
AN EXPLORATION INTO THE SCALING OF CONSUMER'S INVOLVEMENT WITH A PRODUCT CLASS.
- Authors
Bloch, Peter H.
- Abstract
Product involvement as an explanatory or moderating variable with respect to consumer behavior has recently become a topic of significant interest to marketers. However, the usefulness of the construct in consumer research is yet to be fully realized due to a lack of agreement and rigor in operationalizing product involvement. This paper addresses the need for valid measures of individual differences in involvement for particular product classes and reports on the psychometric development of a prototype scale to assess involvement with automobiles. Findings provide preliminary support as to the scale's reliability and validity.
- Publication
Advances in Consumer Research, 1981, Vol 8, Issue 1, p61
- ISSN
0098-9258
- Publication type
Conference Proceeding