Jain and Srinivasan (1990) compared a number of measurement scales for involvement and assessed whether involvement is deemed to be a uni-dimensional construct. A multidimensional approach is hence devised namely the NIP which encompasses the following facets: pleasure, risk importance, relevance, risk probability and sign. It is also deemed that Laurent and Kapferer's (1985) approach. The NIP scale is composed of 15 differential items on a 7-point basis. There are five factors, each composed of three items (i.e., relevance, pleasure, sign, risk importance, and risk probability). Item scores can be summed within each factor to form indices of each factor
Jain, Kapil, and Narasimhan Srinivasan
Reliability and Validity
Internal consistency reliability, predictive validity through correlation patterns
Administration, Analysis and Reporting
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