Personal Involvement Inventory (PII, Zaichkowsky)
Marketing & SalesReliability: alpha 0.953 sample items
About this scale
A 20-item semantic-differential measure of involvement with a product or category. Foundational involvement measure.
Sample item(s)
“important — unimportant”
“of concern to me — of no concern”
“matters to me — doesn't matter”
Reliability
Reported internal consistency: alpha 0.95. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Free for academic use.
Source & citation
Zaichkowsky, J. L. (1985): Measuring the involvement construct. Journal of Consumer Research, Vol. 12, No. 3, pp. 341–352.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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