Central European Business Review 2012, 1(1):14-19 | DOI: 10.18267/j.cebr.3

Scaling Consumers' Purchase Involvement: A New Approach

Jörg Kraigher-Krainer
Priv. Doz. Prof. Dr. Jörg Kraigher-Krainer, Professor of Marketing, Upper Austrian University of Applied Sciences, School of Management, Wehrgrabengasse 1-3, 4400 Steyr, Austria, joerg.kraigher@fh-steyr.at

A two-dimensional involvement scale is presented in this paper. The scale is based on a comprehensive model and captures the two antecedent factors of purchase-related involvement, namely whether motivation is intrinsic or extrinsic and whether risk is perceived as low or high. The procedure of scale development and item selection is described. The scale turns out to perform well in terms of validity, reliability, and objectivity despite the use of a small set of items - four each - allowing for simultaneous measurements of up to ten purchases per respondent. The procedure of administering the scale is described so that it can now easily be applied by both scholars and practitioners. Finally, managerial implications of data received from its application, i.e. those that provide insights into possible strategic marketing conclusions, are discussed.

Keywords: involvement; perceived risk; motivation; scale
JEL classification: M31

Received: March 20, 2012; Revised: June 1, 2012; Published: June 30, 2012  Show citation

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Kraigher-Krainer, J. (2012). Scaling Consumers' Purchase Involvement: A New Approach. Central European Business Review, 1(1), 14-19. doi: 10.18267/j.cebr.3
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