Zaichkowsky (1985, p. 342) defines involvement as a person's perceived relevance of the object based on inherent needs, values, and interests. This definition recognizes past definitions of involvement, and the corresponding scale, the PII, is applicable to advertisements, products, or purchase decisions. The PII is composed of 20 semantic differential items scored on 7-point scales. Scores on the items are summed to form an overall measure of involvement ranging from a low score of 20 to a high score of 140. As originally developed, the scale was felt to be unidimensional.
Zaichkowsky, Judith Lynne
Reliability and Validity:
Test-retest reliability, coefficient alpha, criterion and construct validity tests
Administration, Analysis and Reporting
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