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.

Response format

5-point Likert (1=strongly disagree to 5=strongly agree); items summed to a total purchasing involvement score

Scale items

• I shop around a great deal before buying a product.
• I compare prices at different stores before making major purchases.
• I read advertisements carefully when I am planning to buy something.
• Before making a purchase, I look for information from several sources.
• I put a lot of thought and effort into making purchasing decisions.
• I carefully consider the pros and cons of products before buying.
• I keep up with information about products and brands that interest me.
• I am an informed buyer who knows what to look for when shopping.
• I enjoy the process of comparing products and making purchasing decisions.
• I take purchasing decisions seriously because they reflect on me.
• Making a poor purchasing decision would upset me considerably.
• I am involved in the buying decisions in my household.
• I often help others with their purchasing decisions.
• I am interested in information about new products.
• I know a great deal about products in many different categories.
• I take an active interest in the products and brands I buy.

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

Usage notes & scoring

The PI is a trait measure of involvement in shopping generally — do not substitute for product-specific involvement measures. Appropriate for consumer segmentation based on general purchasing engagement. Gender differences in PI reported in original validation; may reflect differential shopping role assignments rather than genuine attitudinal differences.

Recommended companion scales

Citation

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

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