General Scale To Measure Involvement With Products: Gsmi (Traylor And Joseph 1984)

Involvement is conceptualized by Traylor and Joseph (1984) as the product response by customer. Involvement is considered as the response that shows an individual’s identity which is activated by an external impetus. However, the scale of GSMI is made up of a six items wherein the scores are recorded using a seven point basis wherein the scale points range from disagree to agree. The scale could be applied to any product and is also considered to be unidimensional.

Authors

Traylor, Mark B., and W. Benoy Joseph.

Reliability and Validity:

Coefficient alpha, factor loadings

Administration, Analysis and Reporting

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