Purchasing Involvement Scale

What it measures

The PI scale differs fundamentally from product-specific involvement measures by measuring involvement in the purchasing activity itself as a generalised consumer trait. Slama and Tashchian (1985) conceptualised purchasing involvement as a stable individual difference reflecting the degree to which shopping and buying constitute an important, ego-relevant activity, regardless of product category. High-PI consumers spend more time in purchase planning, seek more information, comparison shop more extensively, and are more sensitive to price deals and promotions. The PI predicts coupon use, deal proneness, information seeking, and engagement with promotional marketing. As a trait measure of shopping orientation, the PI is distinct from situational or product-specific involvement.

Representative items

• I shop around a lot before buying a product.
• I compare prices across stores when I shop.
• I read advertisements carefully before making purchases.
• I look for information about products from multiple sources.

Citation

Slama, M.E., & Tashchian, A. (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. Journal of Marketing, 49(1), 72–82.