Involvement in the Purchase Decision

What it measures

A three-item Likert-type scale designed to measure a consumer's level of concern about the consequences of the choice being made in a particular purchase decision.

Response format

9-point scale

Scale items

• In selecting this product from many other choices available in the market, would you say: (1 = I would not care at all / 9 = I would care a great deal)
• How important would it be for you to make a right choice for this product? (1 = Not at all important / 9 = Extremely important)
• How concerned would you be about the outcome of your choice in making your selection of this product? (1 = Not at all concerned / 9 = Very much concerned)

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

Usage notes & scoring

Internal consistency (alpha = .803) was reported in the primary study. Adapted from Mittal, B. (1989). Measuring purchase-decision involvement. Psychology & Marketing, 6(2), 147–162. Kim and Morris streamlined Mittal's original scale to a 3-item configuration for product-trial experiments. Used as a situational purchase-involvement manipulation check. α > .85 typically reported across functional and hedonic product categories.

Citation

Kim, J., & Morris, J. D. (2007). The power of affective response and cognitive structure in product-trial attitude formation. Journal of Advertising, 36(1), 95–106.

Keywords