The most widely used measure of consumer involvement — the perceived relevance of an object based on inherent needs, values, and interests. Uses bipolar adjective pairs (e.g., important/unimportant) to capture overall product or brand involvement. Adaptable to any product category, advertisement, or purchase decision.
Zaichkowsky, J.L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341–352.
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