A Parsimonious Version of the Personal Involvement Inventory
Developments in marketing science: proceedings of the Academy of Marketing SciencePublished 6 November 2014
Banwari Mittal
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Abstract
Zaichkowsky's (1985) personal involvement inventory (PII) is scrutinized both conceptually and empirically. Exploratory and confirmatory factor analyses of consumer response data are utilized to test the underlying structure of PII. A 7-item subscale is excerpted from PII on a priori grounds, and is shown to have greater internal consistency than the 20-item PII. And validation against selected external criteria shows that the 7-item parsimonious scale does as well as the 20-item original PII.
Keywords
Business, Management and Accounting