Application of the personal involvement inventory in marketing

Abstract This article describes two studies of the revised, 10‐item Zaichkowsky Personal Involvement Inventory (PII) that illustrate the use of the scale to identify involved consumers for managerial purposes. The first study used data from 185 men and women consumers for the topic of travel services. Study two obtained data from 135 adult women and covered the topic of fashionable clothing. The findings of both studies revealed a wide variety of differences in managerially relevant behaviors between low and high involvement consumers. The implications of these findings for travel service and fashion managers are discussed to illustrate how the PII can help in marketing decision making. © 1993 John Wiley & Sons, Inc.