Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence. The book includes a number of measures that have been used in several studies. The volume serves as a guide to the literature and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity. This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.

Involvement, Information Processing, and Affect

Involvement, information processing, and affect

Involvement General to Several Product Classes

Components of Involvement: CP

(Lastovicka and Gardner 1979)


Lastovicka and Gardner (1979) view involvement as having two major components: normative importance and commitment. Normative importance refers to how connected or engaged a product class is to an individual's values. Commitment refers to the pledging or binding of an individual to his/her brand choice.


The Components of Involvement (CP) is composed of 22 Likert-type statements (strongly disagree to strongly agree), all on 7-point scales. The original CP is composed of three factors that encompass the two major components. These factors have been labeled familiarity, commitment, and normative importance. The items can be summed within each factor to derive an index for each factor.


The items in ...

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