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December 1, 1994Journal of Advertising1,727 citations

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

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JZJudith Lynne Zaichkowsky

Key Points

  • To evaluate the construct validity of the Personal Involvement Inventory when applied to advertising contexts and test whether the scale can be reduced reliably.
  • Assessed construct validation of the Personal Involvement Inventory (PII) using advertisement evaluations alongside traditional product categories.
  • Tested a scale reduction protocol from the original 20-item PII to a 10-item revised format and analyzed its underlying factor structure.
  • Demonstrated that the 20-item PII can be reliably reduced to a 10-item instrument for advertising contexts.
  • Identified that the revised 10-item scale splits into distinct cognitive and affective subscale groupings.

Abstract

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.

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Cite This Study

Judith Lynne Zaichkowsky (1994) studied this question.

synapsesocial.com/papers/69dea37857c7c8340a558e6dhttps://doi.org/10.1080/00913367.1943.10673459
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