Involvement with the Product Category

What it measures

A multiple-item likert scale designed to measure a consumer’s interest in a product category.

Response format

7-point Likert scale

Scale items

• are part of my self-image
• are boring to me
• portray an image of me to others
• are fun to me
• are fascinating to me
• are important to me
• are exciting to me
• tell others about me
• tell me about other people
• Although not described by Coulter, Price, and Feick ( 2003), some sort of instructions would need to be provided to respondents before these items are presented so

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Formal validity assessment was not reported by the original authors.

Citation

Coulter, Robin A., Linda L. Price and Lawrence Feick (2003), “Rethinking the Origins of Involvement and Brand Commitment: Insights from Post-Socialist Central Europe,” Journal of Consumer Research, 30 (September), 151- 169.

Keywords