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Scale Reviews

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The original version of the scale has twenty, seven point semantic differential items that measure the enduring and intrinsic (rather than situational) relevance of an object to a person. The scale is easily customized to measure involvement with a product category, a particular brand, an ad, merchant, et cetera. The scale was referred to as the Personal Involvement Inventory (PII) by the originator (Zaichkowsky 1985).

Abbreviated versions of the scale have been used in several studies. Even Zaichkowsky (1994) introduced a version with just ten items and distinguished between affective and cognitive involvement subscales.

The three-item semantic differential scale measures the degree of importance a specified product characteristic has to a consumer in a choice context. Sujan and Bettman (1989) used it for attributes of 35mm SLR cameras while Desai and Keller (2002) applied it to the scent attribute of laundry detergents.

Five, seven-point statements are used to measure the degree to which a person believes that an ad (or more specifically, its message) fits with variables either within the ad or external to it. Examples of internal elements are the product, music, and the actors within the ad. Key external variables are the audience and the place where the ad is encountered (at home, in the car, at the supermarket).

The scale attempts to assess a consumer's attitude toward the suitability of a certain established brand coming out in a new version that prominently features a particular ingredient.  The measure has four, nine-point semantic differentials. 

The scale is composed of four, ten-point Likert-type items that assess a consumer's reasoning for a lack of motivation to boycott a company.

Five, ten-point Likert-type statements are used to measure the degree to which a person views him/herself as a member of a community of brand users.

The scale attempts to assess the appeal and suitability of a certain brand name for a product and is composed of four, nine-point semantic differentials.

The six item, seven-point Likert-type scale seems to measure a person's reaction to an ad he/she has been exposed to.

The scale is composed of unipolar items used to capture a general evaluative dimension of one's attitude about a certain advertisement. This is in contrast to measures of one's affective reaction to an ad. The subset of items used by both Edwards, Li, and Lee (2002) and Li, Edwards, and Lee (2002) was intended to measure how irritating an ad is.

Four, eleven-point semantic differentials are used to measure the intensity of a person's attitude towards some object. The response format used by Priester et al. (2004) ranged from 0 to 10.