Measuring Purchase‐decision involvement

Abstract Purchase‐decision involvement is distinguished from product‐class involvement. Literature on consumer involvement is shown to be lacking a measure of purchase involvement. Therefore, a scale of purchase‐decision involvement is developed. Two empirical studies are described and are shown to furnish tests of convergent and discriminant validities. The individual items of the proposed scale are explicitly embedded in the purchase‐decision context, and the scale is simple and parsimonious, making it especially useful to practitioners.