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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Involvement (General)

Four, seven-point items measure a person’s interest in a specified object and how important it is to him/her.  The scale is general in the sense that it can be easily adapted for use with a wide variety of objects to which a person may be involved, mostly likely of an enduring nature.  Unlike many, if not most, general measures of involvement that are composed of semantic differentials, the items in this scale are Likert-type.