Consumer Involvement Profiles

What it measures

The CIP is the most widely used multidimensional consumer involvement measure in marketing research. Laurent and Kapferer (1985) operationalised Lastovicka and Gardner's (1979) six-component model into a validated five-facet profile instrument. The key innovation is the profile approach: rather than producing a single involvement score, the CIP describes involvement as a five-facet fingerprint that varies across product classes in theoretically predictable ways. Product classes differ not only in overall involvement level but in the pattern of high/low facet scores. Validated across 14 product categories in French samples; subsequently cross-validated in multiple countries.

Representative items

• This product category is totally uninteresting to me. (INT — reversed)
• I enjoy buying this product. (PL)
• The [product] you buy tells something about the type of person you are. (SIG)
• It would be very annoying to make a poor choice of this product. (RI)
• I am never sure that I have made the right choice when I buy this product. (RP)

Citation

Laurent, G., & Kapferer, J.N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41–53.