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- Title
A Revised Product Involvement Inventory: Improved Usability and Validity.
- Authors
McQuarrie, Edward F.; Munson, J. Michael
- Abstract
Four shortcomings of the Product Involvement Inventory published by Zaichkowsky (1985) are identified: usability, discriminant validity, criterion validity and construct validity. A revised ten-item inventory is shown to overcome these problems while maintaining good reliability. The Revised Product Involvement Inventory contains separate sub-scales that measure two facets of consumer involvement: perceived importance and interest. It maintains most of the strengths of the original PH while offering improved criterion validity.
- Publication
Advances in Consumer Research, 1992, Vol 19, Issue 1, p108
- ISSN
0098-9258
- Publication type
Conference Proceeding