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.
5-point Likert (1=strongly disagree to 5=strongly agree); five facets scored separately as a profile; no composite total
Importance/Personal Interest — INT (4 items): perceived relevance and interest in the product class. 5-point Likert. Reverse-score items 1 and 4.
Pleasure/Hedonic Value — PL (4 items): enjoyment derived from buying in the product class. 5-point Likert.
Sign/Symbolic Value — SIG (2 items): degree to which product/brand choice signals identity or social image. 5-point Likert.
Risk Importance — RI (3 items): perceived severity of consequences of a poor choice. 5-point Likert.
Risk Probability — RP (3 items): perceived uncertainty and likelihood of making a wrong choice. 5-point Likert.
Full scale items shown. Always cite the original source when using this scale in research.
Do not compute a total CIP score — the profile structure is theoretically essential. Plot the five facet scores separately. The Sign Value facet (2 items) has lower reliability; supplement when this facet is a primary focus. Originally validated with French samples; cross-validate in new cultural contexts before assuming equivalence.
Laurent, G., & Kapferer, J.N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41–53.
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