According to Lastovicka and Gardner (1979), two major components comprise of involvement- commitment and normative importance. While commitment is referred to as the pledging the choice of an individual to the choice of the brand, normative importance implies how a product class is engaged with the values of an individual. A 7 point likert scale is used wherein 22 statements are involved. Three factors covering the two components are as follows:
- Normative importance
- The items could be summed with each factor for derivation of factor index.
Lastovicka, John L. and David M. Gardner
Reliability and Validity:
Coefficient alpha and test-retest are not reported. However, factor loading pattern suggested the all the factors of CP possessed convergent, content and discriminant validity.
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