Personal Involvement Inventory for Advertising

What it measures

The PIIA is a ten-item refinement of the original 20-item PII (Zaichkowsky, 1985), developed specifically to measure involvement with advertisements. Zaichkowsky (1994) used item-total correlations and factor analysis to select the ten highest-loading items from the PII, all loading on a single factor. The PIIA maintains comparable reliability (alpha > .95) to the full PII. Validated in advertising exposure studies demonstrating discriminant validity across high- and low-relevance ad stimuli, and predictive validity for attitude toward the ad (Aad) and processing depth. Scores range 10–70.

Representative items

• Important — Unimportant
• Relevant — Irrelevant
• Means a lot to me — Means nothing to me
• Interesting — Boring
• Of no concern — Of concern to me

Citation

Zaichkowsky, J.L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59–70.