Involvement with the Product Category

What it measures

How personally relevant does an entire product category feel? Five paired-adjective items measure that sense of importance.

Response Format

5-point semantic differential

Representative items

• unimportant / important
• of no concern to me / of concern to me
• irrelevant / relevant
• means nothing to me / means a lot to me
• uninterested / interested

Citation

Kim, T., Kim, P.C., & Ball, T.A.J.G. (2021). Unintended Consequences of Warmth Appeals: An Extension of the Compensation Effect between Warmth and Competence to Advertising. Journal of Advertising, 50(5), 622-638.

Keywords