I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
involvement
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
Composed of three, seven-point questions, the scale measures how much a person felt immersed and part of a particular task, activity, or experience.
The degree of thought and involvement apparent in a review is measured with three, seven-point items. The form of the review (written, video) is not stated in the scale. The items can be easily customized to indicate what has been reviewed.
Three, seven-point items measure how much a person cares about a particular decision and is involved in it. As phrased, the decision is in the future. The items can be easily adapted for reference to a decision that has already been made.
How much a person is interested in direct banking and is diligent in selecting one is measured with four, seven-point Likert-type items.
This scale uses six items to measure how involved a person is with a website such that it connects one to a community and is part of daily life. The scale appears to be most relevant for use with social media websites.
How much a person thought about a branded product while dealing with it in a game is measured using three, seven-point Likert-type items. The scale is most appropriate to use when the branded product is essential to the game rather than being unnecessary.
With four, seven-point Likert-type items, the scale measures how much a person experiences positive affect while dealing with a branded product in a game. The scale is most appropriate to use when the branded product is essential to the game rather than being unnecessary.
The scale measures how much a person is formally involved in a specific company’s customer participation process and follows the rules and procedures. Three, five-point items compose the scale.
Using four, seven-point items, the scale measures the degree to which a person believes that GOD gets directly involved in his/her life.
